Case Studies

BACARDI B-LIVE

Produced and promoted by Javelin, Bacardi B-Live 2009 was a touring audiovisual experience with a hip, retro, festival-like atmosphere … a mash-up of the best of pop culture icons, images, sights and sounds.

Every element, every piece of communication and every touch point synergistically worked together to build the B-Live experience and invite consumer participation.

Each stop on the 23 city tour featured 4-6 acts, with no show ever having the same lineup. Illuminating the stage was an old-school boom box that served as a riveting (and functional) backdrop for the performers, including DJ AM, Matt & Kim, Drop the Lime, Ghostland Observatory, DJ Jazzy Jeff, Auto Erotique, Tiga, James Murphy, Steve Porter, MSTRKRFT, Z-Trip, Q-Tip, Major Lazer, A-Trak and Santigold.

With the help of a talented mixologist, many attendees created and sampled their own specialty cocktails at the BACARDI bespoke bar, while others created custom t-shirts at the silk-screening booth. Still others discovered the Bacardi old-school photo booth, vending machines, and “merch booth” filled with retrolicious sweatbands and other Bacardi goodies. Renowned illustrators and designers produced limited edition posters to stay with attendees long after the event. All tour stops were exclusive ticketed event for adults aged 21+, with more than 39,000 consumers attending.

Media partnerships with IFC, FADER magazine, FADER TV, SPIN magazine and XLR8R magazine not only generated buzz, but garnered $13 million in media value. In addition, Facebook, Twitter, and a microsite were instrumental in driving people online for ticket sales and to interact with others about the brand and the experience.

GREY GOOSE LOUNGE

As part of a highly integrated marketing program, Javelin partners with GREY GOOSE Vodka to bring the spirit to major influencers and trend-setters at approximately 600 events per year, in North America and the Caribbean.

Javelin executes the GREY GOOSE LOUNGE at large-scale events such as The Grammy Awards and The Golden Globes, as well as PGA/celebrity golf tournaments like Tiger Jam and Tavistock Cup, to create an elite experience for discerning consumers.

GREY GOOSE spokes models add to the exclusive environment, where consumers mingle and enjoy a variety of specialty martinis and refreshing signature cocktails made with GREY GOOSE Vodka Original, L’Orange, Le Citron, and La Poire.

ANIMAL PLANET EXPO

Animal Planet Expo, a Javelin production since 2003, is an annual large-scale tour supporting public affairs efforts, affiliate ad sales and broadband and HD sales.

Up to 40,000 visitors per market, 12-20 markets per tour. Brings branded entertainment to consumers, including the HD Dome which delivers a full hi-def experience of critically acclaimed shows like Planet Earth.

Celebrities from Animal Planet shows make special appearance, including Terri and Bindi Irwin, Mario Lopez of Pet Star and Jeff Corwin of The Jeff Corwin Experience. Sponsors provide opportunities for families to enjoy main stage entertainment such as live animal shows, while a giant mobile video truck provides a great view for everyone at the event. The Discovery Kids’ Endurance Challenge provides even more fun and entertainment for fans of this hit show.

DEWAR’S CELEBRATES THE REPEAL OF PROHIBITION

In celebration of the anniversary of the repeal of prohibition, Dewar’s teamed up with Javelin to hit the streets of New York and deliver this message – “Scotch whisky is back!”

More than 100 actors were cast, rehearsed, and garbed in period costumes, then dispatched in Dewar’s-branded vintage vehicles to blanket New York City and Brooklyn with 75,000 copies of the New York Times dressed in custom printed Dewar’s wraps. Urging consumers to try Dewar’s again, the brand ambassadors connected with more than 150,000 New Yorkers annually, generated buzz, and drew attention from local media.

SWISH SAVOR THE FLAVOR

Who said healthy oral hygiene can’t be fun? Swish Mouthwash partnered with Javelin in Spring 2007 for the “Savor the Flavor” campus tour.

It hit colleges nationwide with samples, activities and a Swish super van. 100,000 students visited the van to sample the six new breathtaking flavors, play interactive games like “Swish’ter and sign up to win a $500 Swish scholarship. The twelve-week mobile campaign kicked off at Spring Break with two weeks in Panama City, Florida with a live MTV shoot, then hit major university campuses including Florida State, Ole Miss, Auburn and Texas A&M. And if that wasn’t refreshing enough, the tour also made appearances at retailers (including Wal-Mart) along the way.