Who better to direct a music video than the fans themselves? No one, thought Bacardi, and it let fans direct in real-time using Instagram Stories. The video premiered exclusively on the new IGTV and featured the World of Dance winning duo, Les Twins, and music by Grammy-nominated DJ, A-Trak. This event was over nine hours long and took place in NYC, all decisions were made by fans voting on interactive story polls.

Joakim Borgstrom: “Every time a platform comes out with a new feature, we all have a chance to be the first to try something new. That is exactly what Bacardi did. They’ve explored a new interactive storytelling format on IGTV, where the viewers directed a music video in real-time through instagram polls. Brilliant. More of that please.”