Instagram took off as ‘THE’ platform for sharing your visual insights through everyday life and companies are wising up to it’s potential for businesses. BirdsEye recently launched a new creative Instagram campaign as part of a multi-media campaign including TV, digital, POS and a three month sampling campaign for its new ‘Inspiration’ range.
A pop-up restaurant called ‘The Picture House’ appeared at the Ice Tank in Soho, London and opened its doors to hungry diners who were eager to sample BirdsEye’s new ‘Inspiration’ range. The creative part of this sampling event was that the diners were able to dine for free permitting they uploaded a photo of their meal with the hashtag #BirdsEyeInspirations onto their Instagram profiles. Lets be honest, a free meal in exchange for a photo upload.. Who would say no?
Research by BirdsEye showed 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week. The hashtag #BirdsEyeInspirations generated more than 400 photos on Instagram just two days after the pop-up restaurant opened. This measurement early on in the campaign allows the PR team behind the campaign to get their hopes up that the strategy will generate interest in the new range.
Taking photo of meals quickly became a popular trend on Instagram with the hashtag #instafood currently having 24,873,080 photo or video posts (11.52:11/06/14). BirdsEye marketing director, Margaret Jobling commented: “Taking photos of food enables people to show off and to share their mealtime moments – from the every day to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”
The Picture House will visit Manchester and Leeds during June 2014 to continue the sampling events.
As I said before, who wouldn’t want to settle the bill by uploading a photo to Instagram? The tactic is very creative and shows how businesses can use visual social media effectively to generate awareness. There has only been one sampling event so far and there has already been a lot of interest in the hashtag tactic and the next pop-up restaurant is set to be even busier later in the month.
This use of social media as a way of generating interest in a product should be seen by other businesses as an example of how they can use Instagram in a similar way. ‘Visual’ is becoming more and more important and Instagram, being one of the most popular social media platforms around at the moment, gives many opportunities to reach out to existing and potentially new markets.