Spirits brand Bacardi has transformed part of its Instagram account into a drum machine by using the social media platform’s rarely used ‘Peek and Pop’ feature.
The Instant Jams activation on the @bacardiusa Instagram page works like a drum machine and by touching different tiles the user can unlock different sound effects. The idea is that users will play their own background song and create their own interpretation using the Instant Jams effects.
The brand is becoming well known for creating fun and engaging social media content. For its first Instagram story, the brand embraced the ad skipping function. By skipping back and forward users could also create content like a DJ. This gamification resulted in more than 200,000 brand interactions, a 383% increase in followers, and more than 11 million media impressions.
Bacardi has also previously developed a Snapchat lens to create a music video in Snapchat, and experimented with Instagram polls.
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