A couple of weeks ago we had a very interesting discussion with the founder and CEO of VenueSeen, a new tool allowing users to simplify the process of creating and managing visual PR/branding/marketing campaigns. The company recently launched its biggest official project to date, so we thought we’d take the opportunity to highlight an Instagram branding effort done right.
The client is the Indianapolis 500, the classic Indy Racing League contest long considered one of the world’s three biggest motorsports events. Noting that many fans took photos related to the event and shared them on Facebook and Twitter, the Indy’s promoters turned to VenueSeen for ways to use this invaluable user-generated content for promotional purposes (without running into the whole “you stole our stuff” complaint that continues to give Instagram execs terrible headaches).
Here’s the deal: The event’s marketing team created a microsite and a hashtag with the theme “Indy 500 or Bust”, using VenueSeen’s service to produced a geotagged map that “tracks” participating users as they make the journey to Indianapolis for the event and highlights the pics they take along the way.