The concept added a new dimension to the marketing communications strategies here, and was created by promotions management company Virtual Marketing India, which reported strong results for the viral drive.
The two-month long viral campaign was essentially created to play a supporting role before the launch of the TVC.
According to Virtual Marketing, the creators of contest and games website - www.hungama.com - this is the first time a brand has used sneak previews on the web for a campaign released in India.
The creative team created a competitive prelude to the television commercial.
"We created a viral contest around it inviting consumers to send these to friends and in turn participate in a promotion where they could get a chance to be on a yacht for a Bacardi party. We coupled the mailer with cards and took it mobile, offering operator logos for Bacardi, which the consumer could download by typing own number," said Carlton D'Silva, creative director, hungama.com.
Targeted at males in the 25 to 35 age group in the 'socio economic class A', residing in metropolitan cities within defined professional groups such as advertising, banking, fashion and finance, the viral campaign provided a major fillip to the TVC.
The online initiative, which also offered downloads, e-cards and a contest, as well as previews of the television commercial, reported 12,148 page views, 7,547 e-mails forwarded and 787 e-cards sent through the website.
Jeff MacDonald, marketing director, Bacardi-Martini India, said: "The viral pre-release was aimed to add a touch of excitement to the new campaign launch in a very contemporary and exclusive way. By giving the consumer a chance to see the ad before anyone else, plus additional behind the scenes footage, screensavers and a downloadable cell phone logo, we attempted to use new media to bring alive the core brand values of colour, passion and freedom."
The team focused on Bacardi's brand values of colour, passion and freedom, and the theme that Bacardi is never dull; it makes parties happen and catalyses fun and enjoyment. "The objectives were to reflect the lifestyle of contemporary youth and the fact that fun and enjoyment needs to be grounded in a sense of purpose" said Sameer Goswami, general manager - business development, Virtual Marketing.