Bacardi is encouraging folks to profit from the upcoming summer time season via its “Do What Strikes You” marketing campaign, kicking off in June.
The marketing campaign will launch June 8 with a Bacardi x Stadium Items speakeasy pop-up expertise in New York that may let attendees aged 21-plus purchase limited-edition merchandise from the Bacardi x Stadium Items collaboration, hearken to music, strive Bacardi cocktails and extra. Stadium Items is a market for sneakers and streetwear. The ticketed occasion might be free to attend, with tickets now being obtainable on Eventbrite.
Attendees to the pop-up expertise will obtain a free Dancing Sneakers NFT, a digital wearable created in partnership with Jeff Staple (founding father of the Staple streetwear model) and web3 studio Kollectiff. As attendees work together with completely different parts within the pop-up retail retailer, they’ll be capable of customise their NFT and also will have the prospect to show their digital sneakers right into a bodily pair that might be shipped to them later in 2023.
“The spirit of Bacardi has all the time been one in every of self-expression, freed from judgment, and, after all, one which is able to dance,” stated Laila Mignoni, international head of brand name advertising and marketing communications at Bacardi. “Each facet of our partnership is designed to deliver folks collectively, embracing the connective tissue between our iconic rum and the sneaker neighborhood to encourage motion in each the bodily and emotional sense.”
Following the pop-up, Bacardi will deliver its Casa Bacardi competition expertise to a collection of summer time festivals, together with Governor’s Ball in New York, Lollapalooza in Chicago, Life is Lovely in Las Vegas, Parookaville in Germany, Lowlands Competition within the Netherlands and extra. Casa Bacardi guests can have entry to cocktails, unique merchandise and extra alternatives to customise the Dancing Sneakers NFT.
As a part of this summer time marketing campaign, Bacardi partnered with Snap to create a Bacardi “Do What Strikes You” augmented actuality lens that may debut on the Bacardi x Stadium Items speakeasy pop-up via Snap’s AR Mirror expertise. Later this summer time, the lens will change into obtainable within the Snapchat utility to everybody 21 and up. The lens will characteristic a tune referred to as Siéntelo from Bacardi’s first unique EP, which can be obtainable to hearken to on Spotify. As customers transfer round in the true world, the lens will adapt to their actions.