To get the next generation of rum-lovers to have a desire to associate themselves with Bacardí — not just as a rum, but as a vibe — we needed to deliver a unique brand POV around movement, self-expression, and the freedom to be your true self.

Snap partnered with BBDO, OMD, Fishermen Labs and the Bacardí brand team to create the first Lens that moves in time to your unique dance beat! We created a unique body tracking logic and AR dance experience that allows the tempo of the song to shift and react to the speed of your unique dance moves so you always stay on beat. The track, “Siéntelo” was specifically commissioned by the brand for this Lens experience.

This Lens debuted on a Snap Mirror at the Bacardí x Stadium Goods SNEAK3ASY pop-up, allowing partygoers to test their best moves IRL. In addition to the event, this Lens ran in the US all summer and was localized globally across 8 different markets.