Bacardi today is employing Instagram Stories to let consumers play interactive DJ, representing a truly new kind of musical experience on the 4-month-old feature. Working with agency BBDO New York and Facebook’s Creative Shop, the liquor brand’s global chief creative for culture, Swizz Beatz, has concocted a way for viewers to feel like their hands are doing scratches and loops.
It’s a digital simulator that gives the Instagram user a full-screen point of view once they go to @BacardiUSA, making it seem like they are looking down at a two-record DJ set-up. Instructions on the first frame show the viewer how to tap a pair of buttons, manipulating sounds with their thumbs. People who follow Bacardi on the platform will see the brand’s story at the top of the mobile page, but folks can also search the brand on Instagram and access the DJ experience that way.