Bacardi Snapchat lens keeps UK pub-goers safely distanced

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Bacardi has launched a Snapchat lens for its namesake rum brand that keeps consumers returning to reopened UK pubs a safe distance apart.

Bacardi said the app rewards users that stay a safe distance from each other

Bacardi said the app rewards users that stay a safe distance from each other

The lens uses augmented reality to show the distance between smartphone users and their friends and encourages them to stand at least 1m away from each other. The distance is the government-mandated safe distance for the UK.

As users approach the 1m distance, the Snapchat lens shows how much further they need to stand back to maintain social distance. Users that retreat to the safe distance are rewarded with a Caribbean island celebration on the lens.

The UK's on-premise channel started reopening on Saturday, having been closed for more than three months because of the coronavirus lockdown.

Bacardi is not the only alcohol company to use social distancing in a marketing activation. In the US last week, Anheuser-Busch InBev unveiled a blanket for Michelob Ultra that ensures anyone sitting around is socially distanced under US guidelines. In a similar vein, Heineken released a six-foot beer cooler for Dos Equis beer in the US.

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