Rainbow City

Kid Cudi x Bacardi x Like It Live

I’ve been to my share of free concerts throughout the years. And they always seem end up the same way, becoming a failed promo event for whatever brand is sponsoring it and more about the name/performance of the artist.

It was refreshing that I left my first summer 2011 event feeling the impact of the brand that was meant to be conveyed. I know from being a marketing & event planning enthusiast, that I look more into the execution of a promotional event than most attendees would. But I also understand that I’m on the user end of the experience and my opinions can give some insight.

The Bacardi “Like It Live” event started they way I believe most NYC (or any big city) promo events should start, as a “secret”. The idea is not that, it’s not necessarily private, but the exclusiveness of an event eventually provides more buzz than any other marketing technique. Limited tickets/seats usually equals more hype. (P.S. I need tickets to the Big Sean Album Listening Party 6/21 anyone?)

The venue was Terminal 5. Although it was my first time there, I think it was a good location, size-wise. (It’s bigger than it initially looks) During the event Bacardi used it’s interactive theory of “Like It Live” to bring the crowd basically what they “liked” via facebook. For example Bacardi asked it’s fans whether they like dunk tanks or slam dunks. Of course slam dunks won. So, Bacardi brought out NBA Legends Allan Houston and Ron Harper to have a slam dunk contest on the roof of Terminal 5. Pretty much every intermission of the night featured a “Like It Like” contest. I felt it did a great job of incorporating the theme into the entire event.

It goes without saying that Bacardi offered an open bar all night with Bacardi-based drinks. However, this allowed people to try a variety of drink combinations possible with the brand. I gained a new favorite: Cherry Bacardi w/ Coke.

photo from rap-up.com

As far as the artist and performances go, pretty much all the performances, with the exception of The Evolution of Dance, brought different elements to the stage while still being cohesive enough to stay part of the same show. I personally know that, prior to the show, Kid Cudi’s name was the only one I really recognized on the flyer (I’ve heard Aloe Blacc didn’t know his name). However, at the end of the night, I found myself wanting to hear more from Childish Gambino. And Kid Cudi’s set, although really late, reminded me of why I was a fan. He made sure to hit both of his albums during his performance. I also really appreciated that he brought out Chip Tha Ripper and Cage. (Although, I think I was the only one in the crowd hyped about Cage)

At the end of the night, Bacardi revealed the result of the last “Like It Live” contest which was Pizza Truck vs. Taco Truck. Since pizza truck won everyone leaving the event was giving free pizza and water to help sober up on the long ass walk to the train.

Overall I had a great time. The only note I have for Bacardi regarding the event is about The Evolution of Dance guy: Youtube entertainment is very circumstantial and temporary popularity; That guy did not really belong in the show. Promise me, you were asking for people to throw cups at him. Think harder next time.

P.S. Sorry I don’t have any photos but my phone was dying (didn’t pack a camera) plus I’ve been finding out that I have more fun sometimes living the moment rather than capturing it.