Ben & Jerry's launches fan-generated Instagram campaign

Nov. 19, 2012

Ben & Jerry's has launched a new global Instagram program called "Capture Euphoria," to further engage its 120,000-plus Instagram followers.

When Ben and Jerry first started making ice cream almost 35 years ago, the company chose the word "euphoric" to best describe their fans' experience. The company is now asking fans to tag their photos with "#captureeuphoria" in this contest. These photos will then be featured in ads as a way to thank the photographer for being part of the company's Instagram community. The ads will run in the photographer-fans' local neighborhoods, and all tagged images will appear in a photo gallery at

To mark the program's official kick-off, Ben & Jerry's has already selected its first Capture Euphoria fan photos. Approximately 20 fans between the months of November and January will also have their photos on display as "thank you" ads. The Capture Euphoria program is running in countries around the world.

"Our company has one of the most active and dedicated fan bases out there, and this program is not only a show of our gratitude, but a very public celebration of those fans who continue to show love and support for both our product and for what we stand for as a company," says Michael Hayes, assistant digital marketing manager at Ben & Jerry's. "Instagram has been a great creative platform for us and for our fans and we have already seen an unbelievable response through our existing #FanFotoFriday program. Capture Euphoria is taking things to the next level, and we can't wait celebrate our fans in this very fun and public way."

Read more about social media campaigns.

Topics: Customer Service / Experience , Marketing / Branding / Promotion , Online / Mobile / Social

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