For Its First Push Into IGTV, Bacardi Is Helping Fans Create a Music Video in Real Time

The brand teamed up with DJ A-Trak and Les Twins

We wanted hoverboards. Instead, we got music videos directed in real time by fans of Bacardi through Instagram. OK, fine.


Instagram recently rolled out IGTV, a platform for uploading and watching long-form vertical content, accessible via Instagram or a new standalone IGTV app. And, of course, brands want in.

Early to the game is Bacardi, which is teaming up with Grammy-nominated DJ A-Trak and Les Twins (winners of 2017’s World of Dance, and who have performed with Beyoncé, Missy, and Meghan Trainor, among others) to produce a music video that is directed by fans. The project was developed and coordinated by Bacardi agency BBDO New York.

This Friday, June 29, fans following @officialLesTwins will be able to use Instagram polls to vote on different parts of the video—like locations, choreography, lighting, camera angles. Once the results are complete, Les Twins will use the fan selections to create a full-length video on IGTV. There are reportedly 1,024 possibilities for how the video could come together as the brothers take their dance moves across New York City.

Given how new the platform is, Bacardi and BBDO New York are eager to see the potential of IGTV first-hand.

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