With technology increasingly dominant in everyday life, people are becoming concerned about electronic communication substituting for face time with friends and family, and missing out on real-world experiences. In a survey we conducted for our 10 Trends of 2011 report, 63 percent of British and American respondents said they wished they could spend more time communicating with friends and family in person rather than through technology (our De-Teching trend ties into this). Bacardi rum has been addressing this idea with the “Bacardi Together” global campaign.
“Fight the LOLs and OMGs; fight the little white headphones,” a manifesto spot tells viewers, urging them to take the time to reconnect in a real way with family and friends (and Bacardi), because “we are all meant to be together.” In the U.S., a Get Together Project features two twentysomething guys “on a mission … to bring people together” via meet-ups in parks, bars and more. The “Like It Live, Like It Together” project turned users’ Facebook “likes” into real-world experiences: People voted for their top “likes” and entered for a chance to win tickets to one of two events in New York or Las Vegas that incorporated participants’ favorite cocktails, music, food and entertainment. “Together Tools” on Facebook let people arrange parties with friends. Bacardi is not only suggesting people spend more time together but also giving them opportunities to do so.