Bundaberg – CeRUMony
Challenge
Bundaberg Rum is one of the most loved brands in Australia. In fact, our fans are willing to go to great lengths to show us just how much they love us. They collect our merchandise, pimp out their cars and houses with our logo, and tattoo our bottles onto their bodies. But how far would they go to prove that dedication?
Our brief was to engage our online fanbase in a way that would prove how much love there was for the Bundy brand in Australia, increasing share of voice both online and in mainstream media, with an idea that would get people talking.
Idea
On Valentine’s Day, we launched a social video asking if anyone would be willing to get married at our rum distillery.
The catch? 400,000 Bundy fans on social media would plan it for them. After receiving over 1,100 applications and narrowing that down to one lucky couple, we spent 6 months collaborating with our fans on Facebook and Instagram to plan every aspect of the upcoming wedding using polls, comments, user generated submissions and likes. The cake? A polar bear. The vows? Written by mad strangers. Haircuts? Mullets, obviously. Every detail, down to the ‘candelier’ (a giant chandelier made from 200 cans of rum), was crowd-sourced via our social community.
We even ran a Facebook competition for people to ‘crash’ the wedding, because what’s a wedding without some wedding crashers? 60 of the couple’s closest friends and family then attended the big day.
Results
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- 167 pieces of earned media coverage were generated with 100% positive sentiment.
- 24.8 million earned impressions.
- Instagram engagement was 736% above the industry standard.
- Facebook engagement was 1444% above the industry standard.
- Bundaberg Rum Facebook reach increased 93%
- Bundaberg Rum Instagram reach increased 366%
Do you want to get in touch?
Herd MSL is an public relations and integrated communications agency operating in Australia and New Zealand that provides strategic counsel and creative thinking. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.
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