Bacardí has announced that it has created Snapchat’s first ever lenses that put Snapchatters in the spotlight of their own music video-like experience, as part of its partnership with Major Lazer.
The announcement of the new Snapchat filter comes as a further development of the relationship between Bacardí and Major Lazer. The two joined forces last January to connect Bacardí’s history to modern music.
Snapchatters will be able to dance to Major Lazer’s new single, Front of the Line while creating their own music video-like experience. Snapchat will feature two lenses created with the app’s 3D functionality.
“We’re excited to give Snapchatters an opportunity to be a part of such a unique music video experience,” said Zara Mirza, global head of creative excellence, Bacardi. “We’re always on the look-out for innovative ‘firsts’ that surprise and entertain our consumers, so we grabbed this opportunity to celebrate the Sound of Rum in this dynamic way.”
Bacardi custom Snapchat Lenses will be exclusively featured in the Snapchat app for 24 hours on June 22. After the 22nd, fans can unlock the custom Snapchat Lenses by scanning the Snapcodes that can be found on Bacardi’s Facebook or Instagram pages. Once fans open their Snapchat app to take a photo of each Snapcode, a “New Lens Found” notification will appear. To experience the custom lenses, Snapchatters will set the Snapchat camera in selfie mode and press on their face till the camera recognises it.
By Will Nicolaides