Tag Archives: True Originals

True Originals Campaign Gone Wrong

5 Feb

We’ve heard it all before. Social media is NOT meant to be used unaccompanied. It is meant to be used as a supporting tool to improve existing business strategies. Bacardi clearly did not get this memo. Last August, they launched a webisode series that was shown solely on Facebook. The campaign, called True Originals, featured multiple videos in which a mysterious character searches for the world’s most creative, original bartender.

In each webisode, the character orders a different beverage, or asks the bartender to surprise him. His expectations seem high, but all bartenders manage to put their own unique twist into each beverage, impressing him enough to reward them with a special chip that seems to be of implicit importance. At the end of each webisode, the video closes displaying the website for the campaign: http://www.trueoriginals.com. From this site, it directed the user to the True Originals Bacardi Facebook page. This page only displayed a disappointing 1000 fans, which could have been more effective if they were directed to the main Bacardi page, not a temporary page. Now, when you search the True Originals website on the web, it directs you to your Facebook home page, which is confusing to the user and looks bad on Barcardi’s part. The least they could do is direct it to their main Facebook page, right?

The idea behind these videos is fantastic, as it inspires consumers to buy Barcardi rum and put their own twist on classic cocktails, but the fact that Bacardi chose to use Facebook as the only channel to showcase these short films was a bad idea. Although bartenders on Facebook enthusiastically reposted the videos on their pages, the results did not generate many fans of the True Originals Bacardi Facebook page, or their main page for that matter. Lessons to be learned: Use social media to drive your original strategy and generate excitement about the product. Make sure the campaign is
consistent, easy for users to navigate, and most importantly, make sure you connect your campaign across all high traffic social media
platforms. Here are some of the webisodes from the campaign. Enjoy!