Now that Instagram supports #hashtags, companies can capitalize on the social media app for their marketing campaigns. A perfect example is the campaign Brisk, the iced tea brand owned by PepsiCo-Lipton did last year for SXSW. Brisk asked for participants to tag their pics with #Briskpic for the opportunity to have their pic featured on one of 4,000 cans of Brisk available at the event. The company received 2,425 pics in response to the campaign. They also had a dedicated website for people to learn more about the contest.
The Right Audience
SXSW is an annual music, film, and interactive conference and festival held in Austin. The event hosts many tech savvy, trend conscious, entertainment focused individuals. Brisk’s target market is young adults, particularly males between the ages of 19 and 29. According to the website traffic stats of the SXSW event, visitors were evenly split between males and females and the majority of visitors came from the 25 to 44 age range. While not completely within Brisk’s target market, their effort definitely served to raise awareness beyond it’s target demographic.
Exposure is Key
Tying the promotion to a popular event was the perfect finale to the initiative. The 2011 SXSW event was visited by over 20,000 people. Not only was exposure significant at the event, but searches on the SXSW website for ticket information and schedules also increased the opportunity of exposure for the Briskpic campaign.
The level of cross promotion with this campaign was huge. SXSW linked to the dedicated Briskpic.com site, the site also linked to the festival, Instagram and Instragram on the iTunes App Store. Cross promotions for this type of event was a win for all involved. People who already were planning to attend and submitted a photo would most likely seek out the Brisk booth to find out if their pic made the cut.
My Pic on A Can
The incentive to participate was unique. How many times does the opportunity to have a pic featured on a can of tea present itself? Not often.The contest also had few rules making it easy to participate in. All one had to do was take a pic, hashtag with #briskpic and upload. Done. No forms. No long disclaimers. Easy.
The contest was only available to iPhone users, since at the time, the app did not feature an Android version. It would be great to see another attempt at this type of contest now that the app is available on both iPhones and Android devices.
While I am not privy to the metrics PepsiCo-Lipton uses to measure campaign success, it appears hosting a contest is a great way to generate awareness and interaction about your brand. With the installation of hashtags and the addition of Android users, this type of campaign will easily become mainstream. It’s important to consider your brand audience, tying the campaign to an event and whether the opportunity for cross promotion exists to maximize exposure.
What other companies would benefit from an Instagram contest?