Bacardi wanted their consumers to share the festival experience while at B-LIVE events and create a ‘live’ channel for user generated content...
GraphicoDMG used their Momentum™ solution to allow users to interact in 4 different ways:
- Bluetooth to Screen – by send pictures and movie clips via Bluetooth to appear on large screens behind the bars in the B-LIVE tent.
- Bluetooth broadcast – to receive images, ringtones and wallpapers just for being in the B-LIVE tent.
- MMS to screen - Send a picture for it to appear on large screens behind the bars in the B-LIVE tent.
- SMS to screen – Send a message to GraphicoDMG’s shared shortcode for it to appear on large screens behind the bars in the B-LIVE tent
GraphicoDMG created a Flash interface with a full CMS to manage both the user generated content as well as the marketing messages that Bacardi wanted to push to their audience via the large screens behind the bars in the B-LIVE tent.
These messages included:
- New Bacardi mixes
- Bar Menu
- Bar Prices
- Playing now (DJ set)
- Coming next (DJ set)
While receiving an adequate interaction rate the most important element of this activity was learning how to further enhance it and tailor the execution to improve effectiveness, overall reach and, most importantly, the best locations and methods for capturing and utilising user generated mobile content.
Bacardi also wanted to encourage new registrations during the events so used a simple, cost effective and accurate method of collecting data around their B-LIVE arenas. The key to success was in making the reason for registering as compelling as possible while making the mechanic for doing so as simple as possible:
GraphicoDMG set up a series of ‘keywords’ on their shared shortcode (82088) that allowed Bacardi to track the user’s entry point. The user simply sent the keyword to the shortcode and GraphicoDMG's Momentum™ solution responded with a free message containing a link through to relevant registration page on the Bacardi WAP site. Each page contained entry to competitions, full prize details and all the usual ‘terms and conditions’ information.
The user also received a free Bacardi wallpaper, so making everyone a winner. By having a different wallpaper on each competition, there was an added ‘collectors’ incentive to enter more of the Bacardi competitions.