Ben & Jerry’s is jumping on Instagram-mania with a promotion that challenges fans to take photos that capture “euphoria.” The winning photos will be featured in B&J ads in that person’s neighborhood.
To enter, fans have to tag #captureeuphoria to their Instagram photos. The subject of the photos is vaguely defined and has to somehow hew to the theme. About 20 photos will be chosen between now and January. The winning pics will be featured in local print, bus station and billboard ads near the fan’s home. (More info about the program can be found here.)
With more than 100 million users and Facebook’s imprimatur, Instagram is an attractive media juggernaut for marketers looking to woo a young demographic. But few marketers have found big success on the platform though there are plenty of exceptions.
B&J has 123,000 followers on Instagram, a respectable figure though far behind others like Starbucks, Burberry and Nike.