BACARDI CAMPAIGN A HIT WITH BAR PATRONS

Bacardi reports that its interactive marketing campaign (by Ecast) for Bacardi, launched June 2, saw a 13% click-through rate. Or in other words, 13% of bar patrons looked at the Bacardi mini-site after selecting music. The marketing campaign is basically an interactive jukebox with digital display, allowing consumers to choose songs and text and audio messages.

The campaign is running in New York, Los Angeles, Chicago, Philadelphia, Boston, the Bay Area, Dallas, Washington D.C., Atlanta, Cleveland, Miami, Denver and other cities.

On behalf of Ecast, Arbitron released a study that found 50% of legal adults, about 105 million people, in the US had visited a bar within the last month. About 65 million people, or 31%, had been to a bar in the last week. Among those weekly bar-goers, 27% consider themselves “early adopters,” or in other words, they tend to recommend things to friends.