Turning Halloween Horror Into Social-First Culture

Bacardí and My Code tapped internet-native horror storytelling to connect with Gen Z Latines during Halloween.

Man with styled hair and a red rose on his black suit adding ice cubes with tongs to a glass, seated near a table with a bottle of Bacardi rum, a bucket of ice, and two empty glasses in a dimly lit room with blue lights.

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The Opportunity

Bacardí wanted to enter Halloween culture in a way that felt native to how younger multicultural audiences discover, share and participate in entertainment online.

Man in a black suit with orange flowers on the lapel sitting on a brown leather chair, covering part of his mouth with his hand, next to a glass table holding a tall pink drink, an ice bucket with tongs, and garnished dried citrus slices.

Two Bacardi rum bottles, Bacardi Superior with white label and Bacardi Black with black label, placed side by side on a reflective metal table next to a tall glass with an orange to red gradient cocktail and a metal straw, with a dimly lit background featuring blue and yellow blurred lights.

Man dressed in black suit with white flower on lapel seated in a large brown leather armchair gesturing with his right hand, in front of a glass table holding a green bottle, a glass with a pink drink, an ice bucket, a bottle of Bacardi rum, sliced citrus fruits, and a small plate of cherries.

Our Approach

My Code created Whispers From the Feed as a social-first Halloween horror story starring Harvey Guillén, then extended the narrative through short-form video, editorial and paid amplification built for discovery and sharing.