In what Bacardi says is a first-of-a-kind marketing hack, the brand is offering an “InstantDJ” function on Instagram Stories.
The DJ simulator uses Instagram Stories’ skip-back-and-forth function to let users employ use their thumbs to skip between short clips of DJ scratches and loops on a pair of “turntables,” and mix their own DJ sets. (See Bacardi’s demo video below.)
Users can find the function, developed by Bacardi’s creative agency, BBDO New York, by searching @BacardiUSA in the app, or searching Instagram, and tapping the profile. While, like all Instagram Stories, it will disappear from brand followers’ home page after only 24 hours, it will remain viewable on Bacardi’s social feed.
The campaign is the latest in the brand’s long history of association with music, including numerous partnerships with musicians and music festivals.