In case you haven’t been seeing enough pictures of food in your Instagram feed, expect to see a lot more of them for the next 12 months thanks to Applebee’s. The restaurant chain is forking over its account to diners who share pictures on the social-mobile app.
While more brands have been stocking up on user-generated and influencer content the past few years, Applebee’s latest campaign is an interesting example of a marketer going all in on the tactic to fuel its social strategy. The chain claims that there were more than 779,000 photos tagged with #Applebees on Instagram.
To participate, consumers must first opt in via a microsite that gives Applebee’s permission to post content to its account. Then, anything that those users post with the #Applebees or the campaign's #Fantographer hashtags is up for grabs for posting. Each posted photo is framed with a branded border.