Bacardi was the official spirits sponsor of the Black Eyed Peas E.N.D. World Tour with concerts in Japan, Australia, Europe, South America and North America. This was the perfect opportunity for Bacardi to reach a key target demographic on a global scale but in order to do it, they had to generate awareness of the brand among many big name sponsors. Our mission: To turn Black Eyed Pea fans into Bacardi fans.
Sponsoring a global world tour is a tricky move for any company. Ordinarily, you reach concert-goers—who might number in the hundreds or hundreds of thousands, depending on the size of the tour. As the sponsor, you could spend millions and find yourself with a low, if not negative, return on investment.
Wrecking Ball developed an event amplification strategy helping Bacardi dramatically expand the reach of the events—by delivering concert video and backstage footage to an online audience of millions. It started by developing an Official Tour Blog under the URL theendworldtour.com. Then we hired a roadie to travel with the band and capture exclusive behind-the-scenes footage, available only on the blog and Will.i.am’s DipDive social network. The content covered all concerts and exclusive after party events. Fans flocked to the footage—and when they found it, they found Bacardi.
In addition, we branded all Bacardi social properties—Facebook, Twitter, YouTube, and more—to present a consistent image supporting the tour. We also managed Bacardi’s “Fly Away to London” Sweepstakes, allowing one lucky fan to travel to London to see the Black Eyed Peas in concert. Bacardi Radio broadcasted over 705k+ streams for a total of 98k Total Listening Hours for the Tour.