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The Brief
Published: 12 Jul 2018

Bacardi’s Crowd-Directed Video

For its first foray into Instagram TV (IGTV), Instagram's long-form video format, spirits brand Bacardi used poll widgets in Instagram Stories to let its fan community direct a music video shoot in real time.

The brand collaborated with Grammy-nominated Canadian DJ A-Trak and French dancers Les Twins, who have performed with the likes of Beyoncé and Missy Elliot. During the nine-hour shoot, Instagram Story polls were posted on Les Twins' account, letting fans vote on different aspects of the video. With the audience picking background locations, dance moves, colour filters and camera angles, the final clip arose from 1,024 possible variations.

Using Instagram Stories, a media format consumers are already familiar with, was a canny move by creative agency BBDO New York to draw Bacardi's audience into the new IGTV channels. The resulting Live Moves clip is part of Bacardi's ongoing #DoWhatMovesYou campaign, which focuses on self-expression and liberation.

"It's a much deeper, more meaningful level of engagement that pushes fans to really think about what moves them and take control of the narrative," said Bacardi's director of creative excellence, Laila Mignoni.

As we explored at length in State of Media: The Fan-First Revolution, interactive, personalised and crowd-sourced content will play a central role in brand media strategies going forth. In our round-up of developments from E3 2018, we also note how the latest developments in cross-platform gaming will unlock great potential for interactive brand storytelling.

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