COAST TO COAST

Why Bacardi Is Taking a House Party on Tour

The liquor brand incorporated a traveling house party into its new multicity campaign targeting millennials.

By Ian Zelaya November 24, 2015, 8:00 AM EST

Photo: Marcus Ingram/Getty Images for Bacardi

These days, many brands are targeting millennials, using activations that have specific elements of interest to the ever-popular age group. In its bid to attract the attention of Gen Y, Bacardi brought a party inside a house on wheels to multiple cities around the country.

The rum brand kicked off its tour, part of its new experiential House Party campaign, in Philadelphia in October. A live version of the traveling house from Bacardi's recent TV commercial “The Truck,” the concept involves a custom-built house that sits atop a flatbed truck. Magnetic Collaborative is in charge of production and the experiential portion of the event.

As the goal of the campaign is to intentionally reach millennials, Bacardi's global vice president Fabio Di Giammarco says the theme of the typical house party was particularly relevant. “The idea of the house party and the way they're going to be showcased is part of a bigger campaign effort,” says Di Giammarco. “This is a steep change in the way the brand has been marketed.”

Along with various party activities and custom cocktails in branded red Solo cups, the event also offers surprise musical guests thanks to Bacardi's campaign partnership with iHeartRadio. The Philadelphia party featured a performance by R. City and a DJ set by Chromeo, while rapper Meek Mill performed at the Atlanta event on November 20. “We want to connect the brand more with the culture of our target, and this means being a part of their lifestyle and being invited into their parties as an appreciated guest,” says Di Giammarco. “These artists can relate to our point of view of fueling the hustle of our targets.”

The traveling party's last stop will be in Miami during Art Basel on December 4, and Di Giammarco says the campaign will reach other cities and countries next year.

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