InstantJams
Bacardi
Issue 50 | February 2019
Agency
BBDO NY
Creative Team
Creative Chief Creative Officer, BBDO Worldwide David Lubars Chief Creative Officer, BBDO New York Greg Hahn Executive Creative Directors Danilo Boer, Marcos Kotlhar Art Director Pedro Sampaio Creative Intern Marc Park
Production Team
Head of Integrated Production David Rolfe Executive Producer Sofia Handler Senior Project Manager Noreen Masih Music Producer Julia Millison Executive Producer Michael Gentile Studio Producers Luke Butler, Andre Rowe Editor/Animator Alex Lubars Creative Lead, Sound Design Mike Jurasits Sound Design Gareth Williams Composer John Hubbell
Other Credits
Senior Project Manager Noreen Masih Senior Account Director Steven Panariello Account Director Josh Goodman Account Manager Meghan Wood Account Executive Nora Stanton Group Planning Director Jessica Strode Communications Planning Directors Steve Panawek, Jen Leung
Date
November 2018
Background
Bacardí, believing that music is one of the most important forms of self-expression, have created a series of innovative and easy ways for people to make music and music videos online.
Idea
After “Instant DJ” in 2017, Bacardi hacked Instagram again in 2018, using the rarely used “Peek and Pop” feature and transforming this IG feature into a drum machine. Each post became a pad with a different music sample. All people had to do was to play any track on their phone, then go to @BacardiUsa and lightly press the pads to mix sounds onto the track.
Results
This campaign generated over 300,000 brand interactions on the platform, 1.4 million impressions, 250,000 seconds of play time with zero dollars to post.
Our Thoughts
Okay, I’ll come clean. I don’t really understand this idea. But I’m not sure I’m meant to. Only seriously advanced Instagrammers will have the skills to do this, to mix tracks and add effects. And that’s the point. It’s Bacardi getting the brand right there at the leading edge of culture, rather than trailing along behind.
Even if you haven’t the faintest idea how ‘Peek and Pop’ lets you create an instant music machine, you are aware that Bacardi is enabling cool people to do cool things.
It’s brand communication by osmosis and a very clever way of reaching people who are determinedly out of reach.