Bacardi kicked off the summer with a branded music video featuring Major Lazer and Brazilian singer Anitta for their song “Make It Hot.” Now, the brand is back with an innovation (if you can call it that) that has some fun with the song.
Bacardi has taken various beats from “Make It Hot” and strung them together in a 25-second YouTube video. Using YouTube’s “fast-forward” keyboard function, which lets users skip to different parts of a video (for instance, pressing number 4 takes you to the 40% mark, and so on), fans can create their own remix of the track via what’s been dubbed “The Beat Machine.”
A video explains how to use The Beat Machine, which was created with help from BBDO New York.
This isn’t the first time that Bacardi has “hacked” a social platform; in 2016, it created an experience similar to The Beat Machine for Instagram Stories in partnership with its global chief creative for culture, Swizz Beatz.
More recently, it took to IGTV in partnership with Grammy-nominated DJ A-Trak and dancer duo Les Twins to create a music video directed by fans in real time.