ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2017 ADC Awards - Digital

InstantDJ

Agency BBDO / New York

Client Bacardi
BACK TO RESULTS

Annual ID

ADC_DIG17084M

About the Work

Everyone skips ads and branded content. Especially on mobile social platforms. So to engage Bacardi’s music loving audience on social, we took a new approach. We embraced skipping behavior to make it part of the fun, in the first ever Instagram Stories hack. We used the skip back and forward function on Instagram Stories to create an interactive DJ experience. To do this, we simply posted 8 video clips of beats, samples and scratches to Instagram Stories. Just by skipping back and forth between the clips, the viewer feels like they’re mixing on turntables. By gamifying the skip function, we used it to actually increase engagement. And created an interactive music experience from a simple (unsponsored) social post – that cost nothing to post to Instagram.