For the launch of the new Bacardi Carta Fuego we focused on bar staff engagement instead of consumer activation. A secret game between 120 Belgian and 130 Dutch bartenders would result in the Fuego Face of 2015. We asked the bartenders to become Fuego ambassadors to represent the brand by participating in this game. Every bartender joining the game would earn points by going through a series of tasks on social networks. Tasks that involved uploading different pictures of Bacardi Carta Fuego, themselves and their friends completing missions given by F. The last 5 standing would receive a Fuego Night. The bartender (and outlet) that threw the best party won a special trip to Barcelona for him/her and their colleagues.