Bacardi Remixes its Marketing Strategy

Bacardi just bagged a spot as the first alcoholic beverage brand to tap into Snapchat’s augmented reality 3D full body tracking technology.

The label debuts its new partnership with an of-the-moment custom dance lens to a remade version of “Conga”, featuring Leslie Grace and Meek Mill, and produced by Grammy Award winner Boi-1da. The campaign, dubbed “Conga Feat. You” kicked off just before the Super Bowl and allows Snapchatters to unlocked it using a Snapcode. The lens will then guide users through a series of dance moves that correspond to different instruments in the song along with 3D AR animations that represent the vitality of the Caribbean, where the video for “Conga” was filmed. In a gamified twist, the more users dance and follow the animated prompts, the more of the song they will unlock, finally leading up to full access and a new dance routine to try, plus the chance to share their performance via Snapchat and Stories, and invite friends to try the dance challenge themselves.