Bacardi expands brand platform with custom Snap AR lens, sneaker NFTs

Dive card:

• Bacardi Rum will hold a series of global marketing activations under its ongoing “Do What Moves You” brand platform, the brand said in a press release. Timed for summer, the activations are inspired by the feelings of community and self-expression that are often associated with dance.
• The work starts in June with a speakeasy-inspired pop-up event in New York in collaboration with the streetwear retailer Stadium Goods. As well as partaking in cocktails and music, attendees will be able to claim a Dancing Shoes non-fungible token (NFT), which can be exchanged for a physical pair of shoes.
• A custom Snapchat augmented reality lens will feature a song commissioned by Bacardi. Music festival appearances are also in the mix, with efforts culminating at an Amsterdam festival in October.

Diving Insights:

Bacardi is encouraging consumers worldwide to get on their feet with an expansive summer marketing series, bringing pop-up experiences, local retail partnerships and festival appearances to countries including the US, Germany, Spain and Austria. The label has routinely built on its “Do What Moves You” platform, with other initiatives including a remix of Miami Sound Machine’s “Conga” and last year’s “Move Like It’s Summer” campaign.

As the campaign’s launch point, Bacardi and partner Stadium Goods will host an RSVP-only pop-up event in New York on June 8, which legal-age consumers can register to attend online. The event is meant to be a nod to speakeasy cocktail bars, with the venue appearing to take place in a Stadium Goods sneaker store, while also boasting a secret entrance behind the warehouse door that will lead to a Caribbean-inspired party.

In addition, the brand gives event participants Dancing Shoes NFT, made with streetwear brand Staple and web3 studio Kollectiff. The digital wearable will be released to guests during the event and was created with a deliberately simplified design so that holders can add customizations by engaging with various elements found in the venue. Guests who complete the NFT customization can then turn the design into a unique, physical pair of sneakers that will be delivered directly to them.

Extending its efforts to consumers at home, Bacardi is also launching a “Do What Moves You” custom lens on Snapchat, which will debut at the New York pop-up event featuring Snap’s AR mirror technology before rolling out to drinking-age consumers. the summer. The lens notably includes the music track “Siéntelo” from the brand’s first-ever original EP, which is also available on Spotify, and can be adjusted to the consumer’s individual movements to generate a unique rhythm, per release details. Bacardi has previously used Snap for its marketing, notably becoming the first alcoholic beverage brand to officially partner with the app on the use of AR 3D Full Body-Tracking technology in 2021.

Rounding out Bacardi’s summer events will be its appearance at several music events, including Lollapalooza in Chicago, offering cocktails, exclusive merchandise and additional opportunities to customize the Dancing Shoes NFT as part of its Casa Bacardi festival experience. Other recent efforts have also tied the brand to the music scene, including tying up in June with Grammy Award-winning producer Boi-1da for a clothing line with QR codes tied to an album by up-and-coming musicians.