The campaign includes a partnership with Vice Media for sponsored content that will spotlight the "passion projects" of several musicians. Hip-hop duo Run the Jewels will be featured alongside a new music app, for instance. Bacardi also plans to put content on Facebook's new mobile ad format. Ads using the format are initially displayed in a news feed but once clicked take viewers to a web page-like screen that can include videos, photo carousels and interactive images. Bacardi, which called the feature an "immersive canvas," is the first alcohol brand to use the format, according to the brand.