Bacardi brings digital radio channel to Asia

SINGAPORE - Bacardi has launched a branded digital radio channel, B-Live, in Asia. The launch will be supported by an online campaign kicking off in Singapore. Bacardi, a long-time sponsor of dance music, introduced the branded radio station last year in the US and EMEA.

The station plays uninterrupted dance music for online and mobile platforms and sponsors music events around the world. B-Live is also touted as the world’s first branded, digital radio station.

Following a successful overseas run, Bacardi has linked with Soundbuzz, a music download site, to develop and promote music downloads in Asia.

“Given the nature and the intricacies of the market, it was decided that the best way to achieve our goal was via an association with Soundbuzz,” explained Marisa Hall, senior communications planner of Universal McCann Singapore. “Positioned within Soundbuzz, Bacardi B-Live ensured the highest premium and consistent Bacardi imagery.”

The site allows people to download three songs for free, and forward the promotion to their friends.

Meanwhile, an online campaign has also been launched across three key social networking portals — Friendster, Soundbuzz and ESPN—through online buys from iHub Media.

Display ads, which run for two months, direct traffic to the microsite.

09-Aug-07, 07:35