BACARDÍ House Party at Governors Ball
Hello, Governors! Community and BACARDÍ brought down the house and provided the ultimate place to party at New York City’s Governors Ball Music Festival. Much more than a sponsorship, the weekend-long activation included a BACARDÍ House-branded stage and satellite rum bar that brought the House Party vibe to Randall’s Island Park. Designed to host the most epic House Party on the islands, the street art-decorated BACARDÍ House was a coveted destination, where Governors Punch flowed and pop-up DJ performances blurred the lines between reggae, hip hop and electro with artists such as The Knocks and Bob Moses.
To top it off, BACARDÍ House included a clawfoot bathtub for ’gram-worthy photo opps that held 61% share of social sponsor voice across the entire patio, and a rooftop patio, which offered incredible sightlines of the festival grounds and more opportunities for social sharing. Despite the bad weather and a complete washout on Sunday, the activation kept the island spirit alive, with over 100,000 people attending BACARDÍ House venues and 24% of festivalgoers buying a BACARDÍ cocktail, representing a 22.7% increase in sales from 2015. The highly visible BACARDÍ House branding ensured recognition from far away and helped it become a key meeting place at the festival, outshining activations by Miller Lite, Tito’s and MTV. Proving once and for all, there ain’t no party like a BACARDÍ House Party.