Event Ideas

To build out the promotion on Thursday, Bacardi brought in popular "likes" from its Facebook campaign. This included a robot called Sico, which spoke to and interacted with the crowd gathered at Gansevoort Plaza.

Z100's Elvis Duran (pictured, far right), from "Elvis Duran and the Morning Show," acted as the host for the kickoff and was joined by DJ Envy atop the giant skateboard that served as the stage.

Other eye-catching elements included Mustangs branded with campaign signage.

Female staffers dressed in black and sporting temporary tattoos of the Bacardi logo circulated through the crowd, encouraging consumers to sign up for Facebook and "like" the brand's fan page.

Thursday's event was primarily held to publicize the talent lineup for the New York and Las Vegas shows later this month, but the spirits company teased the announcement by showcasing the top "likes" from the campaign. This included a demonstration by showy bartenders.

As a sponsor of the N.B.A., Bacardi was able to bring former New York Knicks player John Starks (pictured, far right) to the event. The basketball star, known for the slam-dunk play he made during the 1993 Eastern Conference finals, watched as members of the crowd shot hoops.

For the food, Bacardi took its cue from the Facebook program and served pizza from a branded truck. Campaign signage also bedecked the boxes holding the Sicilian-style slices.

Apparently, the brand's Facebook fans preferred watching beautiful women pillow fighting rather than riding bulls, so Bacardi invited four Playboy playmates to battle it out.

Bacardi only allowed those 21 years and older into an area sectioned off in the meatpacking district, but plenty more watched from the surrounding buildings, restaurants, and bars.

Queens-raised rapper Nas flew in to perform at the event. Musical talent like Cee Lo Green, Travis Barker, DJ Irie, Kid Cudi, and Tamara Sky will headline the shows later this month.