Promote No Commission: Art Performs events, a collaboration between BACARDÍ and Swizz Beatz, in Miami and The Bronx, ensure BACARDÍ’s voice was heard and generate content to engage with Millennials.
We were called in by BACARDÍ as it shifted its amplification efforts to moving image content and moved its strategic approach to focus on advance content and news/conversation generation.
At the Miami event we started conversations around the brand’s heritage and innovation in art and culture, while making sure it stayed relevant to a Millennial audience. We worked closely with the BACARDÍ team consulting and advising on the media and content strategy around the event.
We devised a PR and content programme to own the conversation around The Bronx event and ensure the BACARDÍ name was in front of media and influencers before it kicked off. Exploring the origins of hip hop, we filmed Bronx native Swizz and fellow hip hop artist A$AP Rocky giving a heartfelt tour of the historic New York borough.
The 26-day campaign around the Miami event clocked up 177 pieces of coverage, with 78% including key BACARDÍ messaging, while we secured 195 pieces for the 19-day The Bronx campaign, with 94% including BACARDÍ messaging. Net positive sentiment for the New York event increased 32% by the time No Commission was in full swing.