Bacardi Canada Crowds the House for GSP

You may remember a story we posted last fall about Georges St-Pierre, soon after Bacardi Canada Inc. anointed him their new Social Responsibility Ambassador. That partnership kicked off with a “Get in the Cage” contest. The national campaign included 20 on-site events in venues across Canada where patrons were offered a chance to try BACARDI® Oakheart® Spiced Rum and enter to win the opportunity to join an unknown MMA fighter – now known to be Georges – in the ring.

The contest winner, Matthew Dunbar, joins GSP this Friday at Montreal’s famous Tristar Gym, where GSP has trained for years. And last night in Toronto, we helped Bacardi Canada host GSP and a few hundred of our closest friends for a VIP event. The brand took over The Fifth Pub House, quite literally. Media and guests packed the place to enjoy Bacardi cocktails and hopefully grab a photo with the famed Canadian mixed martial artist and former welterweight UFC champion.

GSP’s strong will, self-control and determination go hand-in-hand with the Bacardi message of moderate and responsible drinking, a message he was quick to point out when welcoming the crowd. The campaign message ‘Respecting Yourself, Being Yourself, and Knowing Your Limits’ ladders up to GSPs personal training mantra “Strength within yourself, know your limits”.

We encouraged guests to tweet and Instagram their enjoyment using the campaign hashtag #BacardiMMA and broadcast the social interactions on live screens throughout the venue. (We were trending in Toronto!) The Instantbooth photo station was a huge hit, giving guests a memento photo to take home, just in case they didn’t get that selfie with GSP. One lucky winner, Eric Neal, was chosen from last night’s guest pool to join Matt Dunbar in the ring with GSP.

Stay tuned for more on Friday’s “Get in the Cage” finale event in Montreal.



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Photos by John Proeski.

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