In the last few years Bacardi has turned into a synonym with hacking social media to create fun and engaging content, and since Bacardí believes music is one of the most important forms of self-expression it constantly challenges themselves to created innovative and easy ways for people to make music on social media.

This time the goal was to create something unique on Instagram.

With this project, we wanted to hack Instagram once again, this time using the PEEK AND POP feature, and transform this rarely used IG feature into something new and unexpected: a beat machine.

All people had to do is to play any track on their phone, then go to @BacardiUsa Instagram handle and firmly press the pads to mix sounds onto the track.

Each pad has a different sound effect for you to mix and create an amazing musical experience.

BACARDI is a brand known for creating moments when people are free to let loose and express themselves freely, and social media (especially Instagram) gives them an open, public stage to do so. Music, being a large passion point for our Millennial target audience, was the perfect vehicle for this idea.

93% of people on our target audience use their phones to listen to music on a daily basis, and 74% of them consider themselves “creative/expressive.” By combining both of these data points, we knew we would achieve a piece of communication that would resonate well.

Bacardi created something simple but extraordinary. By posting 12 consecutive Instagram InFeed Posts, each one of them with a unique sound beat, the brand transformed it’s feed into a beat machine anyone could play with.

Each Sound Beat was carefully created to allow fans to add to their favorite tracks seamlessly. By analyzing the average tempo on the Top 100 track in the US, unique sound engineers and DJs developed exclusive sound bytes that would work with any famous song at that time.

Instant Jams is ideal for the advanced grammers who have mastered their Peed and Pop, like most fun games and DJing, it takes some skills.

300,000 brand interactions

250,000 seconds of play time

1.4 Million impressions

Featured on major music and tech publications

Spiked the use of Bacardi’s Instagram page during the week of launch