 Advertiser: Bacardi Agency: Universal McCann Duration: 1 month Background Bacardi wanted to further drive interest in its London based, B-Live La Fiesta event, online  Objectives:• Seed and encourage views of the B-Live La Fiesta event. • Utilise exclusive footage of the event. • Drive targeted dance fans to the La Fiesta microsite. Creative: Bespoke 10 and 30 second videos were created and delivered across the VideoSub Dance Music Channel. Footage from the event plus exclusive interviews from the world class DJs that appeared were utilised to drive users to the La Fiesta microsite where they could watch exclusive footage from the event. Media used: The VideoSub ran across niche dance sites such as: MixMag, Gigwise, DJ Mag Festivalwise, Drowned in Sound, Kiss FM. Results: In addition to the great targeted awareness generated by the campaign we achieved a view through of 5.19% i.e. 5.19% of users watched the video all the way through of their own choice and a click through of 1.56% giving an effective click through rate of 6.75%. Julia Guest, Digital Account Manager; The VideoSub’s innovative delivery format allowed Bacardi to maximize use of their exclusive footage whilst still being able to target the very niche dance orientated online audience this campaign required.
|
Login
