A look at the Instagram campaign for the Standard Chartered Mumbai Marathon 2013, where 25 Instagramers from the city captured reasons why Mumbai should run under the hashtag #RunForAReason.
It might not be often that one comes across an Instagram-oriented campaign in India nor can one be accurate about the number of active Indian users on the photo sharing application. Although the tool could be put to multiple uses for an interesting brand promotion, we do not see many brands willing to take a bet on it. Hence the ‘#RunForAReason’ – Instagram campaign activated for Standard Chartered Mumbai Marathon 2013 by ‘Flying Cursor’ a digital creative agency that is in love with the internet – was a pleasant surprise and a treat to the eyes as well.
Just before SCMM (Standard Chartered Mumbai Marathon) 2013, the agency activated an Instagram campaign ‘#RunForAReason’ for the upcoming marathon. It collaborated with 25 Instagramers who were currently based in Mumbai and asked them to shoot what they thought should be the reasons to run under the hashtag #runforareason.
The idea was also activated at various other places and around 5 films were shot with these Instagramers. Here’s a video where Instagramer Abhik Bhattacherji captures the essence of making a difference to education and to the children who are not so privileged as their counterparts.
The campaign generated more than 1200 reasons in the form of instagramed images which was then shared with the city at various venues during the marathon. Post marathon, a giant ‘Thank You’ hoarding made of all the reasons was also put up on Patel bridge, near Marine Drive. This is probably the first ever hoarding in Mumbai and India that has Instagram images. Here is a rather mind-bendingly interactive site that serves as a case study for ‘#RunForAReason’.
Ever since the app introduced its Android version, Instagram has had more takers and we could be experiencing many closed door campaigns with niche consumers for high end products or services. But, a brand going mainstream with Instagram as the platform is rare. Food discovery site Zomato had indulged in an Instagram contest last year, where fans could share their food pictures and the best entry stood to win a digicam.
At the end of the contest, Zomato had not only gained in followers on Instagram but also managed to create a delicious page of all the food pictures. In addition, an approximate 100,000 page impressions were created as pictures were being shared on Facebook and Twitter. Food pictures and Instagram have certainly given a boost to the Zomato cause, with the brand regularly engaging on the photo-sharing platform.
For a bank that creates a India Food Explorer community on Facebook rather than a banking one, Standard Chartered has set a long term strategy on social media. And with its flagship annual CSR initiative of the Mumbai Marathon, the bank could employ smart initiatives on social media. Had the Instagramers been sourced from the Facebook community of the Mumbai Marathon, #RunForAReason could have had more visibility in the right crowd.
Campaigns using smaller networks like Instagram and Pinterest could do much better if integrated with Facebook. Nonetheless, it is a commendable effort that has given Mumbai its first ever Instagram hoarding on a bridge!