In order to expand the brand content and image for the Global Launch this campaign relies on people, everywhere. It focuses on what is relevant universally, and appropriates our phones to connect us back to the spaces within which alcohol is consumed most.

The creation of DJ-51 started with the idea of expanding Cachaca 51’s brand identity across international markets. All events, large or small, come down to three key elements: liquor, the people and the music. DJ-51 leverages the latter two elements to deliver tailored content that creates the perfect environment to market Cachaca 51.

DJ-51’s algorithm was built around discovering intersections in musical taste. Users choose what playlists and libraries they want to share and determine the mood, DJ-51 builds the ambiance for them. Asking people to disconnect from all their devices was not ideal, so we created a new way to connect with the physical space. 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. Users come and go as they please and DJ-51 disbands the micro-network once everyone has left.

The micro-networks are key to executing Cachaca 51’s campaign. They create the moment defined by the people, shared spaces and music, and therefore helps brand Cachaca 51’s identity within the place alcohol is shared most.

DJ-51 was first officially launched at SXSW, in Austin, Texas, as both an interactive and musical innovation. People were drawn to the idea of an application that could aggregate music for them and their friends. 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.

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.

The mobile application and live events are marketed towards enjoying the moment together. Unlike traditional advertising, this approach relies on the idea of a crafted social environment for engagement.

The key motivation for Cachaca 51was the perfect environment for their client and DJ-51 creates these environments by creating micro-networks based on musical taste and geo-location data. You can only connect through DJ-51 when you are within the the 0.1 mile radius. In creating these micro-networks, Cachaca 51 has created a new social network that enhances engagement, based on the participants that are physically present.

No party or event is complete without the right mix, and DJ-51 delivers a personalized brand ambassador for Cachaca 51 at every event by being the tool that generates the perfect playlist based on the musical taste and mood of each event.