“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 millions of fans to act as the director by voting on locations, choreography, lighting, camera angles, color treatment, and more.

Forty-eight hours before, and again on the day of the shoot, the brand and our influencer talent whitelisted a teaser video 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 over a dozen different Instagram Polls over the course of the shoot day. Each Poll was designed to make fans feel like they were on set acting as the director and helping to shape the video.

The results of each Instagram Poll were then implemented in real time, affecting what was filmed and posted in the next chapter of the story. After nine hours of shooting at dozens of locations around NYC, over a million fans had directed a new official music video for Les Twins and A-Trak.

Before the final video could be edited and posted, fans spent the night cutting together their own versions and sharing them on Instagram with #DoWhatMovesYou.

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