Staff Reporters
Jun 8, 2018

EMA winners: Best Game Changer

Joe Wong of George P. Johnson on successfully working with brands through trade competitions.

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

GOLD winner: George P. Jonhson*
Event: Bacardi Global Legacy Cocktail Championship
Brand: Bacardi


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

Source:
CEI

Related Articles

Just Published

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

1 day ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.