Audiovisual screens will be installed in the Bacardi B-Live Arena at V Festival and T in The Park, inviting fans to use their mobile phone to upload photos and send text messages to their friends.
The photos will be shown on the screens, with SMS messages appearing along the bottom in a ticker-tape-style caption. In return for interacting with the Bacardi brand, consumers will be able to download free mobile ringtones and wallpapers.
Bacardi has briefed Graphico to produce content to appear on the screens.
Earlier this year, Bacardi-Martini launched a global online portal to provide consumers in more than a dozen key territories with a single point of contact for its flagship Martini vermouth brand (Marketing, 21 March).
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