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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. 

The Shark Week-based engagement activation was used and implemented across Bacardi's social media channels on Instagram, Facebook, and Twitter, to their combined 8 million followers.  

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