Bacardi Digital, Case study Instantdj by BBDO New York

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Instantdj

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Industry Rum, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United States
Agency BBDO New York
Chief Creative Officer David Lubars, Greg Hahn
Associate Creative Director Jim Connolly, Marcus Johnston
Executive Creative Director Danilo Boer, Marcos Kotlhar
Released October 2016

Awards

Cannes Lions 2017
Cyber Online Video: Interactive Video Bronze Lion

Credits & Description

Title: Instantdj
Agency: Bbdo New York
Brand: Bacardi
Country: USA
Entrant Company: Bbdo New York
Advertising Agency: Bbdo New York
Media Agency: Omd Usa, New York
Production Company: Bbdo Studios, New York
Additional Company: Tonefarmer, New York
Chief Creative Officer: Greg Hahn (Bbdo New York)
Director Of Integrated Production: David Rolfe (Bbdo New York)
Executive Interactive Producer: Kristin Tomborello (Bbdo New York)
Creative Technologist: Filip Williander (Bbdo New York)
Music Producer: Julia Millison (Bbdo New York)
Executive Creative Director: Danilo Boer (Bbdo New York)
Executive Creative Director: Marcos Kotlhar (Bbdo New York)
Communications Planning Director: Patrick Tomasiewicz (Bbdo New York)
Account Team: Joshua Goodman (Bbdo New York)
Account Team: Meghan Wood (Bbdo New York)
Account Team: Steven Panariello (Bbdo New York)
Head Of Communications Planning: Julian Cole (Bbdo New York)
Chief Creative Officer: David Lubars (Bbdo Worldwide)
Senior Designer: Bhanu Arbuaratna (Bbdo New York)
Associate Creative Director: Jim Connolly (Bbdo New York)
Associate Creative Director: Marcus Johnston (Bbdo New York)
Producer: Ali Gladstone (Bbdo New York)
Group Planning Director: Heather Leferve (Bbdo New York)
Director: Richard Peete (Bbdo Studios)
Director Of Photography: Sam Wooton (Bbdo Studios)
Director Of Photography: Andrew Osborne (Bbdo Studios)
Executive Producer: Traci Carlson (Bbdo Studios)
Producer: Mary Beth Minthorn (Bbdo Studios)
Production Designer: Rob Yapkowitz (Bbdo Studios)
Studio Lead: Michael Gentile (Bbdo Studios)
Junior Producer: Jeff Reagan (Bbdo Studios)
Editor/ Animator: Alex Lubars (Bbdo Studios)
Assistant Editor/ Assistant Animator: Bo-Yoon Kim (Bbdo Studios)
Assistant Editor/ Assistant Animator: Justin Volz (Bbdo Studios)
Colorist: Chris Dandrea (Bbdo Studios)
Composer: Ibra-Heem (Tonefarmer)
Composer: Jake Falby (Tonefarmer)
Composer: Jimmy Harned (Tonefarmer)
Composer: Tonefarmer (Tonefarmer)
Producer: Elizabeth Muñoz (Tonefarmer)
Scratch Composition: Dj Esquire (Tonefarmer)
Scratch Composition: Djay Jung (Tonefarmer)
Editor: Thomas Niles (Bbdo Studios)
Synopsis:
Bacardi’s millennial audience watch a lot of video on social platforms. But with branded content more easily skippable than ever, it’s becoming harder to keep people’s attention with standard video. To engage Bacardi’s music loving audience, we needed to use video in an innovative, interactive way.
Strategy:
Bacardi has long been associated with music and nightlife. And our target audience is most active on social. But doing something music based on social wasn’t enough. To stand out and engage our audience, we needed an innovative use of social video. Skipping through video content is a native behavior to Instagram Stories. So instead of fighting it, we embraced it. By using the skip function in an innovative way, we transformed Instagram Stories from a passive video viewing experience into a creative interaction with our brand.
Execution:
To create Instant DJ, we recorded 8 video clips of turntables playing different scratches, beats and samples. The sounds were specially composed to replicate a typical scratch DJ set. Graphics were overlaid on the videos to create an app-like visual interface. The finished videos were then uploaded to Instagram Stories in a specific order. The end result felt like the viewer was using a DJ app as they skipped back and forth between video clips to play the different sounds. InstantDJ was posted as an organic (unpaid) Instagram Story on the @BacardiUSA Instagram account. Users could also play it on their desktop with the Chrome Instagram Story extension. Instagram Stories expire after 24 hours so we reposted it each day for a total of one week.
Outcome:
By hacking Instagram Stories, we used the skip function to actually increase brand engagement. There were over 200,000 interactions with our InstantDJ Instagram Story and a 383% increase in Bacardi’s Instagram followers. InstantDJ was also talked about beyond the platform of Instagram Stories, with over 11 million media impressions. And cost nothing to post to Instagram.
Campaign Description:
We used the multiple video clip format of Instagram Stories to create an interactive music experience. In the first ever hack of the platform, we created an interactive DJ game using nothing more than video clips. We simply posted 8 video clips of specially composed beats, samples and scratches to Instagram Stories. Just by skipping back and forth between clips, the viewer feels like they’re mixing on turntables with their thumbs. By using the limitations of social video in an innovative, interactive way, we transformed a simple Instagram Story post into an interactive music game.