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Why a Rum Brand Invited Sports Fans to Participate in Physical Challenges

Bacardi's Oakheart Genuine Spiced Rum recently launched a national experiential consumer campaign focused on physical challenges at sporting events.

The experiential campaign kicked off October 23 at Xfinity Live! in Philadelphia.
The experiential campaign kicked off October 23 at Xfinity Live! in Philadelphia.
Photo: Lisa Lake/Getty Images for Oakheart Genuin

To promote the debut of its new Americana-inspired packaging, Bacardi's Oakheart Genuine Spiced Rum recently launched a national teamwork-focused consumer campaign around professional and college sporting events, inviting game-day attendees to participate in a branded physical challenge.

The main challenge requires participants to work together as a team to raise a flag mounted in a branded oak barrel. Once completed, participants can "Take the Oakth" to initiate themselves into the brand's "brotherhood" by carving their names into a giant Oakheart barrel that is traveling to every event on the tour. The campaign's first activation took place October 23 at Xfinity Live! in Philadelphia for the Eagles v. Vikings game and then traveled to Columbus, Ohio, on Saturday for the Ohio State Buckeyes v. Northwestern Wildcats game. The experiential campaign—a continuation of the Bermuda-based brand's "All in, All Heart" campaign that launched in 2015—also brings to life the inspiration behind the rum's creation, which was a "tribute to the closest of friends," according to Nadine Iaccoca, brand director of Rums for Bacardi in North America.

The activation tour, which will run through March 2017,  is slated to stop at sporting events in cities in 10 other states, including Florida, California, Texas, Colorado, and Illinois. The activation was produced and designed by Toronto-based agency Community.

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