Promoting 4G Mobile Internet With Instagram

by • June 9, 2014 • Creative CampaignsComments Off on Promoting 4G Mobile Internet With Instagram6734

Advertisers are growing more and more fond of Instagram. I am not talking about using Instagram Ads or anything paid here, just taking advantage of the social photo sharing platform and its features to promote a brand or one of its products.

When Mobile TeleSystems (MTS) contacted BBDO Russia to promote its new 4G service in Russia, the agency immediately thought of Instagram.

Also Read: Instagram is the Engagement Champion

The concept was to play with Instagram to promote the great advantage of 4G speed when it comes to using social networks and sharing (or viewing) images while on the go. For this, BBDO Russia reached out to some of the sexiest Russian celebrities and famous Instagrammers.

The idea was to tease their followers into interacting with sexy images these celebrities would upload on Instagram, alongside some rather provocative hashtags (#sexy #oiled #ass #hot #naked…). But there was a trick, instead of photos, the celebrities only uploaded images of failed or very slow downloads.

Frustrated, many Instagram users started to comment and interact between themselves, often complaining about the poor quality of mobile Internet in Russia. The buzz had started, the campaign was a success.

The celebrities finally posted a short video on their accounts, explaining the campaign. As a result, more than 3 million users were exposed to the message and a great success for the “quickest campaign ever for the fastest 4G network in Russia.”

Check out the campaign promotion video:

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