With the launch of IGTV and its new brand platform, “Do What Moves You,” BACARDÍ wanted to give their followers a more interactive form of entertainment on a platform that was designed for more passive, long-form vertical viewing—a way to not just consume content, but help create it.

“Live Moves” is the first music video directed in real time entirely by fans through Instagram Polls, and aired exclusively on the new IGTV. Featuring the World of Dance winning duo Les Twins and music by Grammy-nominated DJ A-Trak, this interactive music video and live dance event took place over nine hours throughout NYC, inviting fans to act as the director by voting on locations, choreography, lighting, camera angles, color treatment, and more.

BACARDI is a brand known for creating moments when people are free to let loose and express themselves freely, and social media (especially Instagram) gives our primary audience an open, public stage to do so. Music and dance are also large passion points for our millennial target.

Oftentimes, however, expressing oneself in public can feel daunting or intimidating. Seeing established influencers show their moves added a level of accessibility and intimacy that the target audience could identify with and aspire to achieve themselves.

48hours before, and again on the day of the shoot, the brand and influencer talent whitelisted a teaser on Instagram featuring Les Twins inviting fans to help create their new music video in real time, driving people to follow @officiallestwins and @bacardiusa.

On the day of the live experience, an Instagram Story invited viewers to tune in and act as a music video director by voting on different Instagram Polls throughout the shoot day. The results of each Instagram Poll were then implemented in real time, affecting what was filmed and posted in the next chapter. After nine hours of shooting dozens of locations around NYC, over a million fans had directed a new official music video for Les Twins and A-Trak.

The following morning, the original Story with the polling moments became a “Making of” video, while the final official music video became BACARDI’s first piece of IGTV content

The experience received an average of 7,200 votes per hour, over 1.1M views within the first 24 hours of launch, earned over 31.5M media impressions, and helped raise the bar for interactive mobile experiences and the music video genre as a whole. It also made BACARDÍ the first brand to merge user participation in Stories with the long format of IGTV within the first week of the platform’s launch.

The experience also helped the campaign hashtag (#DoWhatMovesYou) reach over 25k posts and led to a growth of 4k followers on Instagram.