We use cookies to deliver the best possible experience on our website. To learn more, visit our Privacy Policy.
By continuing to use this site, or closing this box, you consent to our use of cookies.

Log in
Help
  • Get help with
  • Logging in
  • Technical requests
  • Applying for a job
  • Other inquiries
Search
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
    • Investment Services
    Insights
    By Function
    • Audit & Risk
    • Communications
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing
    • Product
    • Sales
    • Supply Chain
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
    Conferences
    Featured Conference Topics
    • Applications
    • CIO
    • Cloud
    • Data Analytics
    • Digital Workplace
    • Finance
    • Human Resources
    • Identity and Access Management
    • Marketing
    • Security
    • Supply Chain
    All Conferences
    • Calendar
    About
    • About Us
    • Client Success Stories
    • Contact Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    Careers
  • Become a Client

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • The Annual CMO Spend Survey
    • Benchmarking
    • BuySmart
    • Cost Optimization
    • Data Tools
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Marketing Maturity Assessment
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Marketing Symposium
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • The Annual CMO Spend Survey
      • Benchmarking
      • BuySmart
      • Cost Optimization
      • Data Tools
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Marketing Maturity Assessment
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories

Daily Insights

Food & Beverages

Share this:

Bacardi Remixes its Marketing Strategy

By: Alizah Asif Farooqi | Mar 03, 2021

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.

Bacardi boasts a history of digital excellence. Three Bacardi Limited brands—Bombay Sapphire, Bacardi and GREY GOOSE—were among the top winners in Gartner’s Digital IQ Index: Spirits due to enterprise-wide investments across the digital space, including refreshing content on social media platforms.

The musical move reflects the growing popularity of dance-based video and gamification that has dominated the pandemic, partly due to TikTok, which began as a dance app itself. As consumers continue to search for more ways to move, enjoy, and feel productive, brands should look to trying out these themes to engage with their audience.

See more: beverages and spirits , snapchat , Social Media , Bombay Sapphire , Bacardi , Grey Goose

Weekly Digest Newsletter

Sign up to receive our latest research highlights, expert blogs and news about upcoming events.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

About Careers Contact Gartner Glossary Newsroom Smarter With Gartner
About
Careers
Contact
Gartner Glossary
Newsroom
Smarter With Gartner
  • Solutions
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Innovation & Strategy
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • Manufacturing
    • Retail
    • High Tech & Telecom
  • Insights
    Featured Insights
    • Benchmarking
    • Cost Optimization
    • Gartner Business Quarterly
    • Strategic Planning
    • Top Insights
    Resource Centers
    • COVID-19
    • Diversity, Equity and Inclusion
    • Reset Your Business Strategy Amid COVID-19
  • What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
    • Peer Insights
Solutions
By Function
  • Audit & Risk
  • Customer Service & Support
  • Finance
  • Human Resources
  • Information Technology
  • Innovation & Strategy
  • Legal & Compliance
  • Marketing & Communications
  • Product
  • Sales
  • Supply Chain
By Industry
  • Education
  • Energy & Utilities
  • Financial Services
  • Government & Public Sector
  • Healthcare
  • Manufacturing
  • Retail
  • High Tech & Telecom
Insights
Featured Insights
  • Benchmarking
  • Cost Optimization
  • Gartner Business Quarterly
  • Strategic Planning
  • Top Insights
Resource Centers
  • COVID-19
  • Diversity, Equity and Inclusion
  • Reset Your Business Strategy Amid COVID-19
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
  • Peer Insights
Policies Privacy Policy Terms of Use Investor Relations Ombuds

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved.