In order to expand the brand content and image for the Global Launch this campaign relies on people, everywhere. It focuses on what is relevant universally, and appropriates our phones to connect us back to the spaces within which alcohol is consumed most.

DJ-51 is built as a mobile application and is distributed by Apple’s Application Store and through Google Play. Interaction within the application relies entirely on user data, both geo-location and Spotify playlists. DJ-51 was first officially launched at SXSW, in Austin, Texas, as both an interactive and musical innovation. While the live events are supervised, the application is fully functionally and can be utilized for personal events at the users discretion.

DJ-51 has proved to be a highly successful global launch platform for Cachaca 51. Within the first three weeks the application had more than ten thousand downloads. It now has a strong database of 1.3 million songs pre-sorted and analyzed, and has created approximately 24 thousand unique playlists. It has been organically growing with approximately a thousand more downloads a day in over 35 countries.