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:

While reading the latest issue of Event Marketer, I stumbled upon an article about brand ambassadors entering the digital age, leveraging their social networks on behalf of brands.  It immediately reminded me of something similar I wrote here a year ago, though Sandy O’Loughlin was far more eloquent.

For an industry-wide snapshot of what kind of influence brand ambassadors are wielding – and will be expected to wield – in the social media jungle, check out EM’s article for examples like Yahoo at the Olympics, or Samsung and the Guinness World Record.

Where do you see the role of brand ambassadors going?

It's a social media jungle!

As I sift through volumes of recent data and insight regarding social media (SM) and ROI, I am transported back in time. Long before Twitter and other SM platforms existed, we in the experiential marketing space faced the same brand team doubts and ROI questions:

• “How in the world can this expense be justified?”
• “How do we know if we got our money’s worth?”
• “Can you compare it to TV? We understand TV!”

A decade later, experiential marketing is an accepted entity while the “new kid on the block,” social media, is taking the brunt of industry skepticism. We experiential marketers must push for (and facilitate) the understanding of ROI in social media because we are inextricably linked by our disciplines’ abilities to significantly affect consumer mindset and – subsequently – consumer behavior. Our best practices bring out the best ROI in each other.

Experiential marketing is the epicenter, the nexus, the place where groupthink – or whatever you want to name it – happens. It’s where shared experience drives the sharing of the experience. It’s where the brand connects with the consumer, and the consumer becomes the conduit to their social network.

Because of social media, the energy of the brand experience is more easily broadcast to like-minded consumers. Engaged consumers at an event like Bacardi B-LIVE will share the experience with simpaticos in person and via Twitter, Facebook, YouTube, Flickr, etc. The digital ripple that emanates from the event is mighty, and it is measurable.

One tangible outcome of a powerful engagement such as B-LIVE is enhanced search engine optimization (SEO). A brand can climb the list in organic search by virtue of consumers blogging and driving traffic through comments on Twitter, Facebook, etc.. Give consumers a rich, sustained experiential and social media campaign experience to talk about, and they will do so. The more they mention the brand, the better the search results ultimately become.

It’s a finely knit garment, this blend of experiential marketing, social media, and SEO…but it’s real, it’s tangible, and it can be measured. It creates profound brand affinity and likelihood-to-purchase shifts in the consumer mindset.

For additional information about the ROI of social media, you may find the articles below helpful:

• HOW TO: Measure Social Media ROI
• 8 Predictions for SEO in 2010
• The Only Social Media Metric that Matters