As a well established brand in Brazil this campaign was largely targeted at attracting new customers, by expanding its brand identity to international markets. The campaign was built around the idea of creating the perfect social event for the client, and every live event features the mobile application as a way to connect back to the physical space and enjoy the moment by utilizing audiences' shared music.

The mobile application and live events are marketed towards enjoying the moment together. This approach relies on the idea of social engagement. DJ-51establishes a small radius as a network perimeter, based on the geo-location data from mobile devices, which determines when a user can connect, share music with the room and most importantly grounds them to the physical space they are in. In effect DJ-51 deliver a brand ambassador to any event marketing the moment itself to enhance audience connections amongst themselves and the brand, Cachaca 51.

DJ-51 was first officially launched at SXSW, in Austin, Texas, as both an interactive and musical innovation. As people joined and left the live event the shifts within music and mood became more apparent. This highlighted the ephemerality of the application and drew more people to engage with the idea of moments distilled within the micro-networks they create. The campaign is still ongoing, both, though live events and music and tech coverage of the application.

DJ-51 has proved to be a highly successful global launch platform for Cachaca 51. Within the first three weeks the application had more than ten thousand downloads. It now has a strong database of 1.3 million songs pre-sorted and analyzed, and has created approximately 24 thousand unique playlists. It has been organically growing with approximately a thousand more downloads a day in over 35 countries; effectively creating more then ten thousand ambassadors of the brand, and positioning the band in the right space for behaviors directly associated with alcohol consumption.

The creation of DJ-51 started with the idea of expanding Cachaca 51’s brand identity across international markets. DJ-51 is marketed as an application that helps generates the perfect playlist based on the musical taste and mood of the party. It leverages geo-location data to form micro-networks, that are key to executing Cachaca 51’s campaign by establishing their brand identity as one associated with designing the perfect moment.