THE HUNT
Bacardà has stashed the keys to summer fun. Join the Hunt and see
what you can uncover.
Client
BacardÃ
Golden Award of Montreux - Finalist
CHALLENGE
Make Bacardi synonymous with the best moments of summer in a campaign that celebrates self-expression and encourages others to #DoWhatMovesYou.
INSIGHT
Summer isn’t the same as an adult: commitments, schedules, and responsibilities don’t go away just because it’s nice outside.
SOLUTION
Bacardi challenges working adults to rediscover summertime fun with citywide VR scavenger hunts for secret events that get them up and moving.
1.
Promoted social posts will invite users to join The Hunt via Google Maps.
Activating Bacardà Mode on Maps will reveal clues stashed around your city's summer hotspots.
2.
Use Google Maps AR street mode to track down the Bacardi clues.
Take a picture of a Clue to reveal rewards, prizes, and information about the secret event series.
3.
Add rewards to your Apple Wallet/ Android Pay to save them until the secret event series.
On the day of the event, Hunters will search #DoWhatMovesYou on Bacardi Maps mode to reveal the location of their city's secret party.
4.
5.
During the event, Google Maps will track the movements of the partygoers and adjust rideshare prices accordingly - the more people move, the cheaper the ride home will be.
MANIFESTO
