Bacardi and Swizz Beatz Just Created a New Kind of DJ Experience on Instagram

It's musical simulation as branding

Bacardi today is employing Instagram Stories to let consumers play interactive DJ, representing a truly new kind of musical experience on the 4-month-old feature. Working with agency BBDO New York, sound design studio Tonefarmer and Facebook's Creative Shop, the liquor brand's global chief creative for culture, Swizz Beatz, has concocted a way for viewers to feel like their hands are doing scratches and loops.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
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