As a part of their ongoing “Sound of Rum” campaign, Barcardi and Major Lazer now want to let Snapchat users turn their augmented selfies into their own Caribbean music videos.
This week, the brand and the band launched two sponsored lenses on Snapchat using the app’s AR technology. The lenses, which became available on Thursday and feature part of Major Lazer’s hit song “Front of the Line,” let users appear with flashing lights and Bacardi bottles around their head or put parts of their face into an orange vortex.
Bacardi is also planning to turn the content into an actual music video. As part of the campaign, fans can submit their videos for a chance to be a part of a three-minute animated film for the song, which will feature a collection of the snaps. And while the lenses were only featured for 24 hours, Snapchat users can still unlock them by scanning Snapcodes on Bacardi’s Facebook and Instagram accounts. (The Snapchat lenses are available globally in several markets including the U.S., U.K., Canada, Germany, the Netherlands, Denmark and Spain.)
By combing reggae, house music and other genres, Major Lazer—which includes the DJ trio of Diplo, Walshy Fire and Jillionaire—has helped bring Caribbean-influenced music into the mainstream over the past couple of years. Bacardi is hoping the musical collaboration will help “break down barriers that separate traditional music genres by infusing the legendary sounds of Caribbean music with modern-day beats to bring people of all cultures and musical tastes together.”
Earlier this month, BBDO New York and Bacardi debuted new video created using Instagram’s Boomerang feature, which showed the brand helping a Caribbean town “break free” of the metaphorical loop of life.