Burlington, Vermont – Ben & Jerry’s has launched Capture Euphoria, a global marketing campaign that crowdsources photos from the brand’s more than 120,000 Instagram followers.
The company has used the word ‘euphoric’ to describe reactions to Ben & Jerry’s ice cream for decades, giving the word a place in the brand’s heritage. The new campaign encourages people to submit Instagram photos documenting moments of pure joy, tagged #captureeuphoria, whether they involve ice cream or not. The best photos will be used in local advertisements created by agency Silver + Partners.
More brands, including Giorgio Armani, Red Bull and Whole Foods Market, are using Instagram to crowdsource photos, recognising their customers as creative content producers.
For more on how brands can thrive alongside customers who create content, see our Transmedia Futures Toolkit.