In 2011 Event Marketer magazine established the Event Technology Awards competition to “shine a spotlight on the best use of event technology to elevate brand experiences, increase reach, communicate smarter, drive attendance, increase leads, push sales and upgrade the engagement between companies and their target audiences.”

As usual, they charged out the gate at top speed, and we were honored to be on the inaugural ride.  At the awards ceremony on December 5, Javelin was awarded a Gold in the “Best Use of Social Media” category for BACARDI’s “Like It Live” campaign.

Nice and shiny, eh?  Here’s the article in the new issue of the magazine:

Event Marketer says, “Bacardi’s social media crowdsourcing strategy brought fans’ Facebook “likes” to life and transformed each figurative thumbs up into real life experiences for thousands of fans at events in New York and Las Vegas last June. ”

Thank you, Event Marketer!  We had such a blast with BACARDI, our partner agencies, and of course all the consumers who attended – and your recognition is delicious icing on the cake.

For more details on the program, check out this BACARDI “Like It Live” snapshot or “Like It Live” video from DJ Irie and team.

At our recent BACARDI “Like It Live, Like It Together” experiential events in Las Vegas and New York there was an extra video camera capturing some of the excitement for posterity.  Senor Vega, the man behind that camera (and editing, we assume) was nice enough to draw our attention to the final product published on DJ Irie’s YouTube channel.  We like your style, man!

Since a picture is worth and thousand words and video is worth even more, we thought we’d share this with everyone who wasn’t able to attend.  Enjoy!

In June 2011 Javelin and BACARDÍ, the world’s best-selling and most awarded premium rum, broke new social networking ground with experiential program “Like It Live, Like it Together.” Part of the larger “BACARDÍ Together” campaign (embracing social media to encourage real-life get-togethers) “Like It Live” turned BACARDÍ fans’ Facebook “Likes” into real life experiences curated by the fans themselves.

Prior to the event consumers entered to win tickets to the NYC and Las Vegas events, and voted for their top “Likes” including: Slam Dunk vs. Dunk Tank, BACARDÍ Mojito vs. BACARDÍ Cuba Libre, Hip-Hop vs. New Wave, Pizza Truck vs. Taco Truck, and Mechanical Bulls vs. Pillow-Fighting Playboy Bunnies. Top “Likes” were brought to life in true BACARDÍ fashion: NBA legends playing hoops with consumers on the rooftop; world’s largest skateboard/stage; life-sized Sico the Robot and more.

Every BACARDI event needs sizzling musical entertainment, and these events delivered! The New York City event featured Kid Cudi, Tamara Sky, DJ Irie, Aloe Blacc, Eklips and DJ Mouss, Childish Gambino & Evolution of Dance, as well as a few other familiar faces. The Las Vegas event featured Cee Lo Green, Travis Barker and Mix Master Mike, Kid Cudi, Eklips, DJ Tamara Sky, DJ Irie, Aloe Blacc, Childish Gambino aka Donald Glover, Playboy Playmates, NBA legends Ron Harper, Allan Houston and Gary Payton, and more.

After an action-packed evening, consumers enjoyed their final “Like” – a pizza truck – and voiced their delight on Facebook, Twitter, and other social networks.

This time even a few Javelinites were caught in action. It sure looks like they’re enjoying their work!

Scroll over the images below to check out the slideshows:

The World’s Best-Selling Rum Breaks New Social Networking Ground By Bringing Fans’ Facebook “Likes” to Life

BACARDÍ® – the world’s best-selling and most awarded premium rum – will bring people together by bringing their Facebook “Likes” into real life experiences at events in New York on June 13 and Las Vegas on June 15. “Like It Live, Like it Together” is the experiential arm of the iconic rum brand’s “BACARDÍ Together” campaign, and is brought to life by Javelin.

A “Like It Live, Like It Together” preview event was held in New York’s Gansevoort Plaza in NYC’s Meatpacking District on Thursday, June 2. Emceed by Elvis Duran from the Z100 Morning Show, the event featured performances by award-winning rap artist Nas and leading mixmaster DJ Envy, “flair” bartenders, and an outrageous representation of the top “Likes.”

• NBA legend and former New York Knick, John Starks
• Sico the roving robot
• A pizza truck with free slices for everyone
• The world’s largest skateboard
• A Playboy Bunny pillow fight

After the “Likes” were revealed, the high-profile musical talent for the “Like It Live, Like It Together” events were announced. In New York, Aloe Blacc, DJ Irie, Eklips & Tamara Sky will perform, followed by headliner Kid Cudi. In Las Vegas, Travis Barker, Mix Master Mike, DJ Vice, Aloe Blacc and DJ Irie will be followed by headliner Cee Lo Green.

BACARDI models with iPads helped consumers register for the “Like It Live, Like It Together” Facebook ticket contest, and encouraged the use of #LikeItLive to keep the buzz going on Twitter and FB.

Experiential marketing for Grey Goose takes place year-round in Austin.

Experiential marketing activations produced by Javelin for Grey Goose Vodka take place at luxury and influencer events throughout Austin year-round, but the one closest to my former-music-writer heart is South-by-Southwest.  Since not everyone has experienced it directly, allow me to share a slice of SXSW life.

Brands that can authentically participate in their consumers’ lifestyle events will achieve lasting results.

An irresistible draw to the movers, shakers, connoisseurs, and taste-makers of “what’s next”, SXSW is an extravaganza of music, film, and interactive goodies.  For ten days in March, Austin is home to thousands of national and international bands, agents, talent scouts, actors, producers, production companies, tech wizards, entrepreneurs and more who come to attend (and host) events promoting their work – plus the people who come to see them.  This convergence creates a perfect environment to for the right brands to authentically participate in their consumers’ lifestyles.   Enter Grey Goose and yours truly.

Grey Goose Vodka and SoBe Life Water sponsored premiere parties for the feature film Skateland, an official selection of SXSW, set in a 1980’s small town Texan skating rink.  First, guests crowded into Wet Salon for an afternoon of mingling and mixing Grey Goose cocktails.  The stars of the movie, Ashley Greene, Taylor Handley, Heath Freeman, and Shiloh Fernandez, mingled and occasionally gave interviews perched on a Love Sac.

Actor Taylor Handley (center) and friends, in Wet Salon’s hair washing stations

Brand personalization leads to ownership.

Experiential marketing thrives on tailored experiences. Cultivating brand ownership among consumers, bartenders invited guests to design their own custom cocktails using Grey Goose L’Original or one of the Grey Goose flavors: Le Citron, L’Orange, and La Poire. My personal favorite was the Grey Goose La Poire and SoBe Fuji Apple Pear, while not-so-sweet-drink-loving-fans preferred the Green Tea-ni, made with Grey Goose Le Citron and SoBe Green Tea.

Actor Heath Freeman analyzes his Grey Goose and SoBe concoction

Reinforcing the theme of the film, girls on roller skates zipped through the crowd snapping Polaroids of guests.

Girls on roller skates snap Polaroids to set the mood

The party migrated to the legendary Mohawk for ATX EMERGE 2010, an official SXSW celebration of Skateland’s premiere and showcase of Austin’s most adored musical acts.  Patrons queued around the block at dusk (in the rain) to see the twelve scheduled bands. Black Joe Lewis, an up-and-coming Austin phenomenon featured in Reversal Film’s new documentary Echotone, headlined the party.  Props to the production guys for pulling this all together and making it a branded entertainment success!

The stars of the day, Casey LaBow, Haley Ramm, and director Anthony Burns enjoyed the entertainment (not to mention the view) from the comfort of a 10’ tall roller skate atop the VIP rooftop lounge. Complementary Grey Goose cocktails flowed freely upstairs, while nearly 1,000 people downstairs enjoyed specially priced Grey Goose cocktails throughout the night. (Side note to all those in the liquor biz: sponsoring a VIP party in exchange for drink specials at the attached party is a great sales tool. Approximately 50 cases of Grey Goose Vodka were consumed that night, and only 15 were donated for the party above.)

Girls on roller skates walk out of a time machine onto the red carpet

Actor Heath Freeman and actress Kelly Monaco in the green room (literally)

Actress Ashley Greene and actor Shiloh Fernandez

The Grey Goose Vodka activations were a huge success as were a number of other experiential marketing programs I saw, including Bacardi USA’s Level 42 Vodka.  If only I could clone myself; then I could have experienced everything!    The sponsors and clients were equally pleased, and the SXSW action is never to be missed.

Like all good things, SXSW must eventually end.  It’s probably for the best; everywhere you look are exhausted Austinites. House guests crowd the airports. The city is littered with festival aftermath: band fliers, pasted movie posters, and hung over residents. There’s an audible murmur in the air as internal organs everywhere give thanks that nightlife is returning to normal.  It has been exhausting, but fabulous.

Bacardi’s experiential nightlife activation on tour with the Black Eyed Peas is enjoying some great press, a few samples of which you’ll find below. We promise a more in-depth look at the tour in the near future!

Bacardi and BEP Jacksonville Tour Stop - Ponte Vedra Recorder

Bacardi and BEP Atlanta tour stop - Gwinnett Daily Post

Bacardi and BEP Atlanta Tour Stop - AJC.com

Bacardi and BEP Charlotte Tour Stop - Creative Loafing

Bacardi and BEP Nashville Tour Stop - Nashville Metromix

Bacardi’s experiential activation on the Black Eyed Peas’ “The E.N.D. Tour” is off to a roaring start!  After the BEP show at American Airlines Arena in Miami Beach, the Peas attended the Playboy Super Saturday Night Party presented by Bacardi.  Fergie and will.i.am broke into a spontaneous performance in the wee hours of the morning, surprising guests and press alike.  Below is a sampling of the press.

Bacardi and BEP - Hollywoodlife.com 2.8.10

Bacardi and BEP - LAtimes.com 2.8.10

Bacardi and BEP - Micahjesse.com 2.7.10

Bacardi and BEP - NBCmiami.com 2.6.10

Bacardi and BEP - Stylelist.com 2.7.10

Bacardi and BEP - E! Online

Javelin is taking Bacardi on the Black Eyed Peas “The E.N.D. Tour”, bringing the brand to life in an experiential nightlife program for consumers 21+ in key markets.  With the tour just launching there’s not time to write yet, but we thought it would be fun to share these photos for now.  More to come when possible!

BEP private meet & greet with Bacardi USA executives at American Airlines Arena on February 6, 2010 in Miami, Florida

Jon Maurice, Black Eyed Peas, and Donna Meier

As the newest, youngest member of the Javelin team I still get a little starstruck around celebrities.  My first encounter was in March of this year while executing Bacardi B-LIVE at Winter Music Conference.  The team still teases me about going a little crazy when I saw Bridget from The Girls Next Door and P Diddy.  So imagine my excitement when I learned I would be traveling with Donna to NYC for the Rock N Roll Hall of Fame 25th Anniversary Concert at Madison Square Garden!  Fortunately for me Donna was pretty excited about these legendary performers too, so at least I wouldn’t be as embarrassed when I saw Bono and (internally) flipped out.

Each day we made sure to be on site the minute sound checks started, and we didn’t leave until the last artist left the building.   We were there to manage the Bacardi Lounge, which turned out to be the best celeb spotting location.  We laid eyes on Aretha Franklin, Sting, Bruce Springsteen, Mick Jagger, Bono, John Fogarty, Tom Hanks, Fergie, ZZ Top, Steve Van Zandt, Annie Lenox, Patty Smith, David Crosby, Paul Simon, Stevie Wonder, James Hetfield, Billy Joel, Glenn Close, Penn Badgley, The Imperials…just to name a few.

I can’t decide if my favorite moment was watching sound check for U2, Black Eyed Peas and Mick Jagger, or leaning on the stage while Bruce Springsteen and Billy Joel performed, or seeing Simon and Garfunkel back together again.  It was a once in a lifetime experience I’ll never forget.  The photos below aren’t the best, but they’re mine, and I share them with you.