Bacardi brands has launched its first global online viral and buzz marketing campaign. The company has teamed up with international Viral + Buzz Marketing Association (VBMA) members cdp-travissully, Digital Media Communications and The Viral Factory to run a campaign called "Planet Party."

"We're using the online marketing expertise of various VBMA members to extend our famous party spirit theme into a fun new campaign for 25- to 30- somethings," said Richie DiFranco, project manager at Bacardi Global Brands Inc. "With this project, we are kick-starting awareness exclusively among a wide group of entertainment-seeking, highly active online users."

The Planet Party theme is a "Journey from Space to Earth," where visitors travel the galaxy and the planet looking for the best places to party. They quickly discover that Earth is the only place in the universe to truly party. An intergalactic viral film clip, "Sucker," is now spreading around the web, inviting partygoers to the Planet Party microsite (, where they can download another clip called "Come." Visitors to the microsite can also explore a nightclub, load up Bacardi DJ, find cocktail recipes, and learn how to fit in on Earth, among other activities.

"This partnership demonstrates the power of the VBMA," said VBMA member, Pete Snyder, Founder and CEO of New Media Strategies. "As an international organisation made up of cutting-edge viral and buzz practitioners, VBMA offers a breadth and depth of expertise in this space that is unrivalled. New Media Strategies is very proud to be associated with such an influential organisation, and thrilled that tier-one brands like Bacardi are able to partner with the VBMA to drive their bottom lines."