Bacardi has sponsored 12 backpackers to traverse from Spain to Russia on the Murmansk Route.
The company, known for its popular rum beverages, launched the social campaign under the name Bacardi Murmansk Route. The project kicked off in October in Tarifa, Spain and will continue until the groups have made the 6,000 km trek to Murmansk, each with only 1,400 Euros in their pockets.
The groups, Uno, Dos, Tres, Quatro, will host blogs throughout their excursion, sharing their tales, photos and video clips as well as allowing comments from site visitors to encourage them on their ambitious journey.
Upon arrival at their Russian destination, the travelers will be met with a locked treasure chess, the content of which is unknown. I'm willing to bet it's the same kind of treasure Jack Sparrow would be happy to find -- a good load of rum, from the straight stuff to Breezers.
The clip featured is from Group Uno.
Why This Trend Is Growing
- Social Campaign Sponsorship
- Opportunity for companies to sponsor social campaigns that align with their brand values and engage consumers in unique ways.
- Adventure Blogging
- Rise of adventurers sharing their experiences through blogs, creating opportunities for brands to collaborate and reach a niche audience.
- Digital Content Engagement
- Increasing demand for interactive content, such as photos and videos, that allow for user engagement and storytelling.
Industries Being Reshaped
- Alcohol
- Alcohol companies can explore sponsorship opportunities to promote their products through adventurous campaigns and unique experiences.
- Travel and Tourism
- Travel and tourism industry can tap into adventure blogging trends to attract adventurous travelers and promote unique destinations.
- Digital Marketing
- Digital marketing agencies can leverage the demand for interactive content to create engaging campaigns for their clients.
