Advertising for Havana Club: 'Interactive reality show ‘Hitchhiking to Havana’'

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Industry of the client: Beverage
Service provided: Advertising
Audience: Business to Consumer
Geographic scope: International

Our task was to announce the release of the film "7 days in Havana" in social media and gain a following for the Havana Club Russia Facebook page.

Havana Club is a real Cuban rum. Rum from a country of pure emotions, а country where people can be happy and free. Without money and without shoes. This special view of the world, the spirit of freedom, of finding your own way — this spirit can best be expressed by Hitchhikers!

We decided to launch an online reality show on Facebook, "The Hitchhiker's Guide to Havana!" A show about six people who leave everything to go to Cuba.

Three teams traveled from Moscow to Cuba, hitchhiking, filming each day with a video camera. Each of the three teams had their own, individual route. Arriving at checkpoints, teams carried out assignments related to Havana Club rum, the film, and additional tasks from users. The victory went to the team could tell the most interesting story and could get the most likes on Facebook.

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