Shark Week has serious bite among millennial males, who also happen to be Bacardi's target audience. Shark Week has become a major consumption occasion; a Google search of "Shark Week Drinking Games" returns over 11 million results.

 

So, I brought an opportunity to leverage Shark Week's adventurous frenzy of followers while staying true to Bacardi's "Untameable Spirit," driving consumer engagement across Bacardi's social accounts.