Brief:
- Bacardi this week will create what it says is the first music video directed entirely by Instagram users in real time, according to a statement shared with Mobile Marketer. The "Live Moves" video will feature dancing duo Les Twins and premiere on IGTV, Instagram's new long-form video hub, as part of the rum brand's broader "Do What Moves You" campaign.
- Starting at 1 p.m. EST on Friday, @OfficialLesTwins will begin posting Instagram Stories asking fans to vote through its polling feature on elements of the video, including locations, choreography, lighting and camera angles.
- Les Twins will show the fan decisions with each successive post, and the final music video will debut Saturday morning on the @bacardiusa and @OfficialLesTwins IGTV channels.
Insight:
Bacardi's "Live Moves" stunt combines the interactivity of a social platform like Instagram with the rum brand's broader campaign featuring its "Do What Moves You" tagline. Agency BBDO helped to develop the integrated campaign, which encourages user participation and serves as a test-run for the new IGTV platform.
Bacardi has combined music and digital platforms in its marketing strategy for several years to reach younger audiences. Last year, the company ran a Snapchat campaign with DJ Major Lazer that included a set of sponsored lenses and a music video.
The rum brand is among major companies like Apple, H&M, Crocs, Rag & Bone and Uniqlo to focus on dance-centric campaigns in the summer season. The idea is to use modern dance and social media to tell a story that engages audiences and keeps them entertained. Bacardi's approach of associating its brand with dance and fun experiences is similar to the strategies of other brands to engage young adults. Rival rum brand Captain Morgan started a Facebook and Spotify push in April with the hashtag #LiveLikeACaptain that featured U.K. grime artist Lady Lehsurr.
Bacardi's initiative comes just one week after Instagram introduced IGTV as a hub for long-form video. IGTV is a standalone app, as well as a section of the Instagram app that lets users share videos that span longer than the normal 60 seconds. Companies like Chipotle, National Geographic and Nike have begun testing the platform, as more consumers seek out longer-form content online.
