BACARDÍ and DJ Tigerlily partner on new Xmas song
BACARDÍ is teaming up with DJ Tigerlily to help create a new Christmas song, and are inviting all of Australia to help join in.
Made as part of the BACARDÍ’s ‘The Sound Of Rum’ campaign, Tigerlily – real name Dara Hayes – will livestream her creating the song on Facebook, inviting fans and viewers to contribute thoughts and feedback, which Hayes will then apply in real time.
The stream will take place on BACARDÍ’s Facebook account at 6pm on Thursday, December 9, and will last for 20 minutes. The final recording of the song will be premiered exclusively on Nova at 3pm on Friday, December 17, before being made available via BACARDÍ’s social channels.
Speaking of the collaboration, Hayes said she’s excited to work on the song as this format is completely new territory for her.
“Co-creating a new track with fans on a live stream is something that I’ve never done before,” she said.
“This Bacardi partnership felt like a natural fit to give music back to Australian’s and create something together. I’m eager to hear what my fans contribute to the track.”
Steph Pearson, OMD Create’s director of social and innovation, said that the campaign aligns with the brand’s desire to “elevate the unexpected”.
“It’s not every day you can co-create a festive anthem with an iconic artist and that’s the exact experience we wanted to provide to Aussies this holiday season,” Pearson said.
“The core of our brief was to elevate the unexpected, so working alongside our partners, Nova and Tigerlily, we’re proud to create a first-of-its-kind interactive live stream, where viewers feedback will create the final Christmas track in real-time.”