Applebee’s Turns Its Instagram Over to Foodies for the Next Year
By Chelsea Lish • July 23, 2014
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. 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 #Applebees or the campaign’s #Fantographer hashtags is up for grabs for posting. Each posted photo is framed with a branded border.