“Bacardi-Martini is rolling out a digital marketing drive targeting consumers at music festivals this summer”, reads the article in the new issue of Marketing. Great, sounds interesting, wonder what they’re doing.
Little more than call-to-action more commonly found in pikey pub chains across the UK, it seems!
“Audio visual screens will be installed in the Bacardi B-Live Arena at V Festival and T in the Park, inviting fans to use their mobile phone to upload photos and send text messages to their friends. The photos will be shown on the screens, with SMS messages appearing along the bottom in a ticker-tape style caption. In return for interacting with the Bacardi brand (not really interacting, is it - ed), consumers will be able to download free mobile ringtones and wallpapers.”
How disappointing is that! I was expecting something more original and interesting, but you I think “Sharon, get me another Breezer” is going to be the most interaction Bacardi will get out of this.
Why doesn’t Bacardi play on its destination status at festivals - there are very few festival sponsors that enjoy the party reputation that Bacardi’s B-Bar does, and they should be trying to breathe this into anything they’re doing onsite, rather than doing something because its another ‘logo slapping’ opportunity!