DJ 2.0
- Brand
- Bacardi
- Year
- 2003
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- WA007
Objective
Bacardi wanted to own club and DJ culture through participation, not another retrospective on its music history — so the brand ran a worldwide talent search that turned young fans into contestants rather than viewers, using their own mixes as campaign fuel.
Solution
The visitor lands on Bacardi's DJ-branded page and opens an in-browser mixer. They audition a set of beats and sound loops, dragging and combining them on the spot to build their own track, previewing and swapping pieces until the mix sounds right. Instead of just saving or sharing the result, they submit it as their demo entry into the worldwide Bacardi DJ contest, where it's judged alongside tracks from other countries. The session ends the moment the mix goes in — the track itself is the entry.
- 1
The player lands on a branded splash page for the Bacardi DJ contest, inviting them to enter the DJ search.
- 2
The player opens a browser-based mixer and builds a track from a set of preset beats and loops, combining and playing them back on the page.
- 3
The player submits the finished mix as their contest demo, entering it alongside submissions from participants in other countries.
