Barcadi has rolled out a new Snapchat campaign that allows users to star in a uniquely produced music video, soundtracked by the brand’s cultural partners Major Lazer.
Bacardi, which announced a year-long partnership with the musical trio in January, has rolled out two custom Snapchat lenses that can be unlocked by scanning Snapcodes on the brand’s Facebook or Instagram. Each put the users in a glam music video experience and feature snippets of Major Lazer’s Front of the Line.
Once users have ‘jammed’ to the Sound of Rum, the name of the cultural and creative partnership forged between the band and Bacardi, they are encouraged to send their snaps to a dedicated email address. The brand will then patchwork together the video clips to create a three-minute animation for Major Lazer – thereby creating the alleged first-ever music video created from Snapchat lenses.
“We’re excited to give Snapchatters an opportunity to be a part of such a unique music video experience,” said Zara Mirza, global head of creative excellence at Bacardi. “We’re always on the look-out for innovative ‘firsts’ that surprise and entertain our consumers, so we grabbed this opportunity to celebrate the Sound of Rum in this dynamic way.”
The musical partnership aims to bring Bacardi’s historic Cuban roots to a wider audience, focusing on the mix of reggae, dancehall, soca, hip-hop and electronic music both sonically and through multimedia events and experiences. The brand has also produced a limited edition bottle with Major Lazer, and has even hired one third of the band – Jillionaire – as its ‘minister of rum’.
Proving they're not afraid to say yes to a healthy marketing partnership, Major Lazer also teamed up with Tuborg in a search for upcoming global artists earlier this year.