We’ve spoken a lot about the plausible brand benefits of Instagram - a burgeoning photo sharing app which turns a users life stream into beautiful snapshots - before, and now brands are eagerly embarking on interesting tie ups with the platform.
Levi’s Brazil recently had a go at positioning its lifestyle photography at the heart of users content, but a new proposition from Lipton Brisk sees the app functionality taken in a whole new direction.
The iced tea soft drink (a collaboration between Pepsi and Lipton) recently gained exposure after its Super Bowl ad featuring a claymation Eminem, and the brand is now setting its sights on a music and innovation led audience at the annual SXSW conference.
The ‘Briskpic’ promotion will see the tea brand partnering with Instagram on a unique campaign, which will enable users of the app to see their faces emblazoned on around 4,000 cans of Brisk that will be distributed at the event. All users have to do is take a snap of themselves and tweet about it using the hashtag #briskpic. A total of 99 photos will then be selected to form part of a mosaic on strictly limited edition cans of the drink which will only be available during the event
SXSW is a haven for the social media set, with Twitter and Foursquare both dominating the conference in past years, and Instagram is well placed to be this year’s most ubiquitous social media tool.
The event is an essential stalwart of the music calendar, and Pepsi has been seeded into the experience for some time. Whether iced tea can now become the essential beverage of music and social media pioneers remains to be seen, but getting in on the Instagram buzz early, and with a clever rethinking of the on-pack promo, proves the brand is at least ahead of the game over its rivals.