Bacardi Try 4

BACARDÍ
Summer Festival Strategy & Activation

The Challenge

BACARDÍ set out to establish themselves as a key brand within iconic music moments in order to drive cultural relevance and recruit the next generation of rum drinkers.

FT Solution

FT helped BACARDÍ remain synonymous with the Summer music festivals season by kicking off the season at Governors Ball Music Festival with a brand owned hybrid live experience that engaged millions of consumers virtually with unforgettable music performances by the Martinez Brothers and Major League DJz. Later in the summer, Farruko took the Casa BACARDÍ stage at Life is Beautiful, In Las Vegas, for an exclusive and surprise performance, garnering excitement at both the festival and online.

the results

59.1M

IMPRESSIONS

25.9M

REACH

37.7M

VIDEO VIEWS

32.4M

MINUTES WATCHED

14MIN

AVG WATCH TIME

12K+

1ST PARTY DATA

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