Euphoria for ya: Instagram powers new campaign

20.11.2012 Photography : Euphoria : Ben & Jerry's

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.

You have 1 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more