Objectives

 In its fifth year as a Lollapalooza partner, BACARDÍ set out to elevate its role from festival sponsor to cultural host, amplifying its connection to music fans both on-site and nationwide. The BACARDÍ x Hulu integration was driven by a bold idea: bring the energy and exclusivity of Casa BACARDÍ directly to viewers everywhere through Hulu’s livestream.

Our goals were clear:

• Deliver immersive, co-branded experiences via Hulu’s livestream and media capabilities including interactive ads, targeted media, and exclusive Casa BACARDÍ segments
• Reinforce BACARDÍ’s premium, vibrant image among music lovers, especially Gen Z
• Achieve measurable impact: boost brand visibility and engagement

By integrating BACARDÍ into the Lollapalooza livestream and making the experience accessible to all Hulu users, we aimed to make BACARDÍ synonymous with unforgettable music experiences – wherever fans are.

Strategy and Execution

Our plan centered on making BACARDÍ not just present, but essential to the Lollapalooza experience – both on-site and at home. We executed this vision through 8x unique, dedicated segments (2x per day) within Hulu’s livestream, treating viewers to immersive tours of Casa BACARDÍ, cocktail-making lessons, and exclusive festival moments. Grecia Lopez, Hulu’s livestream host, showcased the on-site oasis and its guests, creating a direct bridge between the festival and the audience at home. To deepen engagement, we integrated a QR code on-screen inviting viewers to enter a sweepstakes for a chance to visit Casa BACARDÍ in Puerto Rico.

Key features included:

• Seamless integration of Casa BACARDÍ into the livestream
• Interactive content and real-time access to festival experiences, making viewers feel part of the action
• Data-driven audience targeting to maximize reach among music fans and Gen Z

Challenges included ensuring flawless execution across live and digital channels, maintaining brand authenticity, and driving measurable engagement. By leveraging Hulu’s technology and creative storytelling, BACARDÍ overcame these hurdles, delivering a truly unique, multi-platform experience that set a new standard for festival partnerships.

Custom segments included:

• Drip Check
  • Grecia spotlights the boldest festival looks found around Casa BACARDÍ, giving viewers a front-row seat to the style and self-expression that define the Lollapalooza crowd.
• Casa BACARDÍ Tour
  • Grecia takes Hulu viewers inside the heart of our Casa, guiding them through the dance floor, bars, and the unforgettable rooftop lounge overlooking the Chicago skyline. The segment offers a true taste of the Casa BACARDÍ experience.
• Cocktail-Making with Pito Rodriguez
  • From our rooftop lounge, Pito Rodriguez, BACARDÍ’s Chicago Rum Ambassador, shows viewers how to make the BACARDÍ Pina Co-Lolla, turning the livestream into an interactive, mix-along moment that extends the flavor and fun beyond the festival grounds.
• Casa BACARDÍ Music Video
  • This music-driven montage transports viewers into the festival atmosphere, featuring attendees dancing, celebrating, and moving to the beat inside Casa BACARDÍ – capturing the spirit behind “Do What Moves You”.
• DJ BOLO Remix Session
  • Grecia captured soundbites from festivalgoers at our Casa, while BOLO, a DJ known for high-energy sets, remixed the soundbites into an entirely new track – “Bury Me at Casa BACARDÍ”. The segment showcases the creativity and communal energy that define the brand’s festival presence.
• Bat’s-Eye Tour
  • Leveraging drone footage inspired by BACARDÍ’s iconic bat logo, this segment offers a soaring, cinematic view of the activation – highlighting its scale, design, and undeniable energy from a new and unexpected perspective.
• Fan Hot Takes
  • Grecia gathers rapid-fire reactions from attendees outside Casa BACARDÍ – unfiltered opinions, favorite moments, and authentic festival insights – capturing the real pulse of Lollapalooza.
• Festival Recap Moments
  • Grecia rounds up the biggest moments from the day – celebrations, performances, and standout experiences – to help viewers feel plugged into the magic of Lollapalooza, even from home.
• Fan Highlight Spots
  • To keep the momentum high throughout the livestream, Hulu aired a daily fan-highlight reel featuring festivalgoers dancing across the grounds and embodying BACARDÍ’s rallying call: Do What Moves You

Results

The BACARDÍ x Hulu Lollapalooza integration exceeded our objectives by driving measurable brand lift, engagement, and cultural relevance among key audiences. Post-exposure, purchase intent among viewers aged 21-34 jumped from 64% to 72%, with brand favorability rising 14 points to 78%. Across all viewers, BACARDÍ saw significant increases in consideration (+6pp), purchase intent (+7pp), and brand trust (+11pp), outperforming Disney study norms and the total spirits category. The sponsorship inspired action: 82% of 21-34 viewers said they would take action after seeing the segment, including ordering a BACARDÍ drink (50%), purchasing the brand (43%), or searching for BACARDÍ on social media (30%). The segments were rated as more entertaining, authentic, and memorable than traditional ads, with 86% of young viewers agreeing BACARDÍ “brings people together” and 80% recognizing its cultural relevance.

The Casa BACARDÍ Puerto Rico Sweepstakes QR code had phenomenal engagement – a 10x increase on a 2024 sponsors’ QR code engagement.

Importantly, BACARDÍ’s partnership was seen as inclusive and resonant, spotlighting diverse celebrations and evoking the vibrancy of Puerto Rican/Caribbean Hispanic culture. The integration not only mobilized brand engagement but also built deeper emotional connections, affirming BACARDÍ’s position as a unifying, innovative, and trusted brand for music fans nationwide.