Home  › Social › Social Media
red-bull-on-instagram

Pepsi and Red Bull Talk Instagram Activations

  |  December 25, 2012   |  Comments

New York ad agency Gyro looks to music industry for Instagram inspiration.

For the last week, some brands have likely contemplated how they might be able to better utilize Instagram, which has roughly 30 million users, now that it's in the hands of Facebook. ClickZ reached out to a pair of early Instagram adopters, PepsiCo and Red Bull, to see what they've gleaned from using the app for marketing purposes in the last 12 to 15 months.

Since launching a South by Southwest Interactive campaign in 2011, Pepsi Max and Brisk marketers have tinkered with the platform.

"We use Instagram to humanize the brand and take people behind the curtains," Josh Karpf, PepsiCo's digital head, told ClickZ. "You can let them see things they wouldn't normally see, whether its photos of Drew Brees at the Super Bowl, Pepsi Max at the MLB Fan Cave, or [Nascar star] Jeff Gordon during a photo shoot. Clearly photo-sharing is something people are into. For brands, it's a lightweight way to connect with consumers."

Kevin Doohan, director of digital marketing for Red Bull, says his brand joined Instagram in January 2011, accruing 176,000 followers since then. Marketers wondering how to use Instagram should - as they likely do on other social networks - focus on content, he explains.

Doohan appears to know what he's talking about. Red Bull's Instagram audience dwarfs that of many other brands, including Pepsi Max (3,100 followers). He said digging in early has definitely helped his company gain traction on the photo-sharing app.

"Most of our strategy [or] success on Instagram is the result of early identification of the opportunity and then creative activation of the channel by our social media team," Doohan said.

Ad Agency: Look to Bands For Instagram Inspiration

Mike Tittel, executive creative director for ad agency Gyro, said Instagram - which has approximately doubled its user base in the last four months - has steadily become part of campaign conversations with clients. He commented on how the music industry was leading Instagram marketing.

"You're already seeing bands crowdsourcing Instagrams for their videos," Tittel said. "There's no reason that won't happen with brands. There are tons of opportunities to get consumers to interact with products for videos, scavenger hunts, contests. There is a lot of potential."

The Cincinnati-based creative director added, "I don't want to oversell it, though. It's a marketing channel albeit a newer one like Pinterest. And who knows? There could be another hot one next year - probably will be. Like any other medium marketers are looking at, the execution will only be as good as the idea."

This story was originally published on April 17, 2012, and comes in at No. 9 on our countdown of the 10 most popular ClickZ news stories of 2012. As ClickZ looks back over the past year, we're celebrating the best of 2012, as determined by our readers. Enjoy!

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...