EMA winners: Best Game Changer

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here. 

The Bacardi Global Legacy Cocktail Championship (BGLCC) is a trade-focused competition, and George P. Johnson’s (GPJ) task was to add revenue-generating activities and integrate a new e-commerce partnership.

Key challenges included an increasing number of rival competitions and difficulty attracting emerging talent. The time it takes for young bartenders to prepare for the competition meant incentives were required. Integrating content, entertainment and e-commerce set the BGLCC apart from the competition.

George P. Johnson built on its ‘Kung Fu: Rise of the Clans’ theme, shaping the story of a bartender’s journey, where they spend time mastering the art of mixology, and ultimately arrive at the BGLCC to create their legacy cocktail, which will be promoted around the world if they win.

Instead of inviting them to compete, bartenders were asked to visualise their place amongst the most admired bartending talent in the country. During the four regional finals, GPJ generated content about the finalists and their cocktails to garner consumer participation and support for their favourite bars.

As they travelled to bars around the country, the excitement spread and infected other bartenders. Additionally, a consumer choice award was added to drive consumer participation.

During the China Finals, five live broadcast channels streamed live content to fans around the country. The audience could directly jump to JD.com to purchase Bacardi products through customised buttons.

Integrated PR support garnered over 68 million impressions worth RMB10,300,000 (US$1,611,410) in media value – a 28% YOY increase. On social and EC media, over 200,000 views were generated. And media impressions from e-commerce partner JD.com was estimated to be worth RMB1,280,000 (US$200,274).

* George P. Johnson also won GOLD in Best Business Solution and Best Brand Experience – B2B