Liquor brand Bacardi found a way to create a fun interactive DJ experience on Instagram to connect with its music-loving customers. Working with BBDO, Facebook’s Creative Shop, and Swizz Beatz, Bacardi hacked Instagram Stories, the Snapchat-inspired feature that Instagram debuted four months ago, to create a unique musical experience where users navigate back and forth through a series of sound clips by tapping on a simulated two-turntable DJ set. Like all Instagram Stories, this initiative will only be available for 24 hours, but Bacardi plans to publish this set of Stories to its feed and other social channels for later viewing (but no longer interactive) after it expires.
What Brands Should Do
This initiative from Bacardi offers an innovative take on Instagram Stories and, by extension, Snapchat Stories that more brands can learn from to develop this kind of interactive experiences on social channels. Too often, brand marketing on social media is focused on resurfacing marketing materials or driving conversions with special offers, whereas mobile-native experiences like this one or the Kik campaign we developed for Sony Music can truly help brands to achieve organic engagements. With consumers increasingly shunning traditional ads and spreading more and more media time on mobile, it is imperative that brands be creative with their mobile and social initiatives and explore new ways to engage with customers.
Lead image courtesy of BacardiUSA’s YouTube