Bacardi is turning Facebook ‘likes’ into real-world events. The line-ups for the ‘Like It Live, Like It Together’ experiences — hosted in New York and Las Vegas – were decided entirely by the brand’s Facebook followers.
On Bacardi’s Facebook page, fans ‘liked’ their favourite cocktails, musical acts, food and entertainment, which the brand converted into features at their events. For example, Bacardi asked its users whether they preferred old school or new video games. Old school received the most ‘likes’, and the brand unveiled a large arcade with retro games like Pac-Man at the following event. Tickets for the parties could be won through a competition on their Facebook page, where entrants had to write about the three best experiences they have ever had with friends.
With nearly every marketing agency in the world trying to convert real-world appreciation into new online ‘likes’, Bacardi’s reversal of the process is a nice example of rewarding a pre-existing loyal fanbase — who will presumably then spread the word online for them.