Tourists and their pictures often capture more about a place than the catalogues can tell you. And tourist cities like Lavasa are leveraging upon that on social media. Although mired in controversy ever since it began operations, India’s first planned hill city Lavasa has been quickly establishing itself as a prime tourist destination with a plethora of facilities amongst the rich flora and fauna.
In a bid to spread more pictorial stories about Lavasa onto your social networks, the brand has launched an Instagram based contest with Digital Law & Kenneth.
The contest involves participants using their phones to click images at Lavasa and submitting them on Twitter through Instagram along with the hashtag #CapturingLavasa. The best images will then be featured on the Lavasa Community Facebook page and Lavasa website with due credits to the photographer. And that’s not all – winners will get a couple stay at Lavasa every fortnight and exclusive gift vouchers!
The contest has been integrated with Facebook as well. The Facebook page has a dedicated application for featuring the Instagram pictures, post upload. Submitted images can belong to any combination of four categories such as – Landscape, Architecture, Flora & Fauna and People @ Lavasa. These Instagram images have been curated under the four categories and serve as a good ‘dekko’ about life at Lavasa.
How cool is it?
#CapturingLavasa is a neat idea, though not a novel one. Lavasa has been a location that was already popular on Instagram – the world’s biggest photo sharing application, so this was the best possible way to showcase the beauty of Lavasa through images. Besides, the fact that very few brands are braving Instagram, even after it has been introduced on Android phones and is quite popular an app today. Providing the convenience of clicking images on your phone and using the various filters to add creativity, makes it an ideal contest platform for tourists.
Aside from being on a niche platform, the campaign is also well-integrated with other popular networks like Facebook and Twitter. Integrating ‘#CapturingLavasa’ using Twitter and Facebook not only brings in the added visibility but also helps Lavasa in leveraging its existing community. The Facebook fan base stands strong at 107K whereas the Twitter page has about 2K followers.
Instagram campaigns are few and far between, still the target group has been well engaged and I would love to know the numbers for this campaign. During the recent Mumbai Marathon, Standard Chartered had run an Instagram campaign #RunForAReason with the help of 25 Mumbaikars, where images had to depict reasons why Mumbai should run. The campaign generated 1200 images, which were then put on a hoarding at Marine Drive in Mumbai.
It would be a delight to see the winning images of #CapturingLavasa on a giant hoarding at Lavasa, what do you think?