How DO you get millions of people around the world to engage with a campaign to drink responsibly?
By enlisting Rafael Nadal, one of the world’s greatest tennis champions, as Bacardi Limited’s Global Corporate Social Responsibility Ambassador and setting out to engage as many people as possible around the world through a global online promotion.
We got closer to the target audience by placing our idea where young people of legal drinking age socialise and plan their nights out – Facebook. To get them to do something linked to a responsible drinking behaviour, we created a fully interactive tennis serving game featuring Rafa. Here they could demonstrate their ability to keep control by "acing" him online. Fans who managed to win the match against the Grand Slam Champion could then enter a prize draw for the chance to serve against him in Mallorca in real life.
To play and enter the promotion, customers of legal drinking age first had to become "fans" of the Champions Drink Responsibly Facebook page.
The game gave players the chance to play Rafa in a serving shoot-out. But to level the odds of competing with the tennis champion, players get to take control of RoboServ, a state-of-the-art tennis ball-serving robot.
The 12ft RoboServ, which we also built for real, allows players to choose a court position, and then adjust the spin and power to try and win a serve. Those who succeeded were invited to enter a prize draw to win an all-expenses-paid trip to Mallorca where they get to meet and serve Rafa on court!
The "Ace Rafa" promotion was backed by over 45 of Bacardi Limited’s markets around the world using our extensive toolkit. To create intrigue and interest in the game before it launched, teaser collateral was posted on both the Champions Drink Responsibly Facebook page, as well as Nadal’s own page.