Major Lazer teamed up with Bacardi this summer to make a Snapchat lens that let users be the stars of their own music videos.
During a post-campaign case study released today, Bacardi and Snapchat found that the interactive music content was widely popular, with all users who watched it totaling 29 years of viewing time in just one day.
The lens incorporated Caribbean vibes and Snapchat’s AR technology and was set to the trio’s hit song “Front of the Line.” Users appeared in the center with flashing lights and Bacardi bottles in a trippy orange vortex.
“Ultimately, Bacardi has been associated with music for some time,” said Ned Duggan, Bacardi’s vp and brand managing director. “And about a year ago, someone asked the question: ‘I wonder what Bacardi rum would sound like.’”
Fans must have thought it was catchy—18 million of them used it in a 24-hour period in late June, amassing 42 million views, according to the study conducted by Snapchat and Bacardi.
The lens, which was created by Bacardi, BBDO and Snap’s in-house creative and technology teams, was part of a broader “Sound of Rum” campaign.
For the campaign, Bacardi used Snap’s targeting to reach every U.S. user over 21. Duggan said his team was focused primarily on engagement, because while most know the brand, the idea was to drive “deeper relevance.” Those who engaged with the app were then retargeted with a compilation lens based submissions from people who entered theirs into a contest. At the end of the campaign, the average play time was 22.49 seconds.
“It almost felt like people were addicted to the filter trying to figure out ways to play with it,” Duggan said.