To promote BACARDÍ’s famously fiery Carta Fuego shot, REDPILL teamed up with Arsenal legend Ian Wright and YouTube superstars the F2Freestylers for an epic game of ‘Hot Shots’. Take a look to see them feeding bins and smashing crossbars like nobody’s business, then showing they can take the heat of Carta Fuego like the hot shots they are.

This is the future of social content – a brand bringing fans and audiences content that they want to watch and share, not simply an advertisement. And this is reflected in the results.

The unique content was strategically seeded across Facebook, Twitter and YouTube with assets tailored for engagement on each platform. It was viewed 5.2M times on Facebook in 24 hours, trended on Twitter, with Ian Wright’s tweet alone earning 783 retweets and over 1000 favourites. Following this, the YouTube asset trended with over 3.5K likes against 15 dislikes.