Bacardi Rum said it is the first alcoholic beverage brand to officially partner with Snapchat to use its innovative AR 3D Full Body-Tracking technology. Watch a video here.
The technology – pioneered by Snapchat and debuted in October 2020 – tracks 18 joints on the human body and applies 3D modeling to follow the movements of Snapchatters in view of the camera. With the custom Bacardi Lens, the more a Snapchat user moves, interacts, and dances along with the Lens – the more instrumental layers of the “Conga” track will be unlocked.
The energetic new song, which debuted in late January along with a music video and surrounding campaign just ahead of the Super Bowl, is the first and only official remake of the iconic Latin dance classic in 30 years, featuring lead vocals from Leslie Grace, and rap verses by Meek Mill.