At the 2014 SXSW festival in Austin, Texas, BACARDÍ turned the movements of 100,000 wild bats into an exclusive music track. Using bespoke motion tracking technology, the team used the swarming of the bats to trigger unique beats and remix the track's tone and tempo as they flew.
Influencers were key to getting the right kind of coverage for the campaign, and there were three key areas to target.
The technology used for this project was very impressive, but we needed a visual way to spread the world. Brilliant Instagram photographer Tyson Edwards headed to the event and captured such a striking image, it exceeded all of our expectations and was shared to his 95K Instagram followers.
Even though the track produced was pretty cool, we knew it could be better. We wanted the track remixed, and could think of few people better than Fabric's Creative Director Craig Richards. He remixed the track, which was released through the Fabric social channels. He then produced limited edition vinyls featuring his own artwork.
Finally, we needed a qualitative way to share the stunt. We teamed up with Highsnobiety who gave it not only a brilliant write up, but also even more credibility.
The estimated total reach of the campaign was 4M from around 500 tweets.
Craig's track has been listened to 11.6K times through the Fabric Soundcloud account, and has been liked by over 300 people. The Highsnobiety article was read by 80k people.
Agency: Mr. President