Fans can send their Snaps to Bacardí for the chance to be featured in the “first” music video created using custom Snapchat Lenses, presented as a three-minute supercut.
Launched today, the Lenses will be available directly within the app for 24 hours with each playing snippets of Front of the Line.
After the 24-hour window expires, fans can continue to use the Lenses by scanning Snapcodes found on Bacardí’s Facebook and Instagram. Once fans open their Snapchat app to take a photo the Snapcode, a ‘New Lens Found’ notification will appear to guide them to the activation.
“We’re excited to give Snapchatters an opportunity to be a part of such a unique music video experience,” said Zara Mirza, global head of creative excellence, Bacardí Limited. “We’re always on the look-out for innovative ‘firsts’ that surprise and entertain our consumers, so we grabbed this opportunity to celebrate the Sound of Rum in this dynamic way.”
Snapchatters should send their snaps to SnapMajorLazer@bacardi.com for the chance to be included in the video.
Bacardi joined forces with American electronic music trio Major Lazer in January 2017 for a year-long experiential campaign called Sound of Rum, featuring multimedia events and music offerings.
In May, Bacardí created a limited edition rum in collaboration with Trinidadian DJ and music producer Jillionaire, from Major Lazer, who was also appointed as the brand’s ‘minister of rum’.