By Natalie Mortimer

Bacardi has become the first alcohol brand to use Facebook’s new mobile ad format Immersive Canvas as it looks to improve the quality of its creative on mobile worldwide.

The rum brand is hoping the new forrmat, which allows for microsite-like experiences without forcing users to leave the social network, will spark more engaging content given that the creative has to be created specifically for the ad format. Facebook promises that Immersive Canvas will allow marketers to develop captivating experiences with native speed – something Bacardi expects will help engage the millennial audience it is targeting.

The brand’s activity forms Read full story ›

Source: The Drum