HOW ONE RETAILER USED INSTAGRAM AS A MODERN COUPON
Since the dawn of time (or at least it feels that way), brands have been usingsocial media to encourage people to take photos or selfies with their products (#oldidea, #tapintonarcissism #removemyeyeswithashrimpfork). Such solicitations are pretty stale unless the pay-off is something more than a shout-out, retweet, or repost.
For a recent campaign to promote its summer collection, Sweden's largestdepartment store chain Ahlens and agency Forsman & Bodenfors combined three things that can engage consumers--social media, gaming, and discounts--to create a fun Instagram game aimed at getting young people in the door.
The brand issued a challenge using only using Instagram and thesmartphone screenshot function. In three different Instagram videos, Ahlens products flashed by in high speed and if you were fast enough to snap a screenshot of one and post it, you'd get that item at half-price. Users just hashtagged the item and showed it at the store to purchase the item at a discount (and shared the brand with followers in the meantime). A cool version of a 21st-century coupon.
