Italian agency E3 has developed an advergame for Bacardi also supported by an online competition. Going to Bacardi.it users enter a virtual bar where they can test themselves as barmen, mixing drinks with Bacardi rhum. The initiative is called “Bacardi MixAbility” and gives the chance to spend an evening with a professional barman teaching cocktails’ secrets. The competition is supported by an online campaign featuring banners, pop-under, leaderboard, overlayers and hockeysticks on the main Italian’s websites. There is also a part of keyword advertising through Overture and Enspotting, and a direct mailing to Tiscali’s users aged 18 to 35.
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