Bacardi extends 'Conga' remix push with first-of-its-kind Snapchat AR activation

Dive Brief:

Bacardi Rum has teamed with Snapchat to launch a custom dance lens, per details emailed to Marketing Dive. The activation is an extension of its "Conga Feat. You" campaign that revolves around a remix of Miami Sound Machine's "Conga" featuring Meek Mill, Leslie Grace and Boi-1da.
After scanning the Bacardi Snapcode, users are guided through a series of dance moves accompanied by 3D augmented reality (AR) animations. As they follow the prompts and complete the dance moves, they'll unlock additional instrumental layers of "Conga." Once complete, users can share their performance on their Snapchat Story.
With the activation, Bacardi becomes the first alcoholic beverage brand to officially partner with the app on a use of its AR 3D Full Body-Tracking technology, which tracks 18 joints on a user's body and applies 3D modeling to follow their movements.

Dive Insight:

Bacardi's usage of Snapchat's full body-tracking technology applies AR technology in a way that organically flows from the larger "Conga Feat. You" campaign, which previously tapped into musical branding and user-generated content (UGC) tactics to connect with younger consumers on their preferred apps.

The company in November 2020 enlisted Meek Mill, Leslie Grace and Boi-1da to remix Miami Sound Machine's iconic hit "Conga," asking consumers to submit audio or video to be included in the video. The remixed video premiered in the run-up to the Super Bowl, and a 30-second version aired as an ad during pre- and post-game programming.

The AR activation allows Bacardi to extend the campaign beyond the video's release and its Super Bowl presence by bringing the song's dance moves to a large audience on Snapchat. Over 200 million Snapchat users engage with AR every day on average, per details shared by Snap, and the app's daily active users increased 22% year-over-year to 265 million, per its most recent earnings report.

Brands across a variety of industries have integrated Snapchat AR into their marketing approaches, including Verizon, DoorDash, Gucci, Labatt USA and the NFL's LA Rams, to engage the app's young user base — especially as the coronavirus pandemic keeps consumers homebound and curtails in-store shopping, live sports, concerts and experiential marketing.