GlassBox Media’s music-themed brand Aux partnered with Bacardi on a multi-media marketing program this summer called the “Aux Bacardi Together Tour.” The project wraps up this week with a documentary project airing Saturday.
The marketing program provided a behind-the-scenes look at several prominent music festivals, including the Ottawa Bluesfest and the Osheaga Festival in Montreal, as well as international events such as Bonnaroo in Tennessee and Benicassim in Spain.
Simon Foster, senior vice-president of digital publishing and business development for GlassBox in Toronto, said that the tour was the type of marketing program envisioned by GlassBox executives when the company was launched as a self-described “new breed of integrated media company” in 2005.
“We built the company with this type of integrated campaign in mind,” he said. “This campaign is the one that best showcases what we built the company to deliver. It is something of a calling card for our company.”
Foster said that the breadth of the project – which included an extensive social media component, a series of one-minute “webisodes” on the Aux.tv site and a 60-minute documentary airing on the Aux TV channel this Saturday – makes it both unique and appealing to advertisers.
Foster said that the program’s objective was to link Bacardi with Aux’s core audience of 19-29 year-olds (with a male skew). The program was developed in collaboration with Bacardi’s agencies, Denneboom and Lux 9.
Since debuting in the summer, the online videos have garnered hundreds of thousands of views, and generated more than 25,000 “likes” on Bacardi’s Facebook page. The videos earned approximately 200,000 views and, according to Glassbox, reached “1 million points of engagement.”
GlassBOX is currently developing what it describes as “customized initiatives” for several other clients, including the LCBO and gaming company Ubisoft. The company expects to create “many more” such programs said Foster.
“We’re headed further down the path of creative solutions that deliver results not from massive broad reach, but deep engagement,” he said.
