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Instagram Campaign Profile: Why IHG Wanted Coca-Cola for #ReelSummer

It’s June, time to break out the summer social media campaigns! After many hours of plotting and planning, it’s time to promote. We recently covered an awesome Twitter campaign from Miller Lite, but we have a new one for you this week. Hotel conglomerate IHG is partnering with Coca-Cola to give movie fans an opportunity to meet Josh Lucas. The genius of this campaign isn’t in the prize (I had to look Josh Lucas up on IMDB – here he is), but in the social campaign surrounding it.

IHG and Coca-Cola are giving movie fans 15-seconds to pitch their most creative storyline to Hollywood, using the #ReelSummer hashtag. As a hotel company, IHG is no stranger to summer promotions, but they’ve never run one like this. In fact, IHG doesn’t even have an Instagram account (although their subsidiaries do). On the other end of the spectrum, this is charted territory for Coca-Cola.

Coca-Cola is known for their cohesive and creative campaigns, like their jaw-dropping “2nd Lives“, the “Happiness Machine” (a dream of mine), or their extremely successful “#ReasonsToBelieve” campaign. All campaigns aside, Coca-Cola is a beast on Instagram. Since the beginning of Q2, Coca-Cola has already racked up a whopping 224k engagements on only 31 posts. With their extensive social campaign experience and an average 7.2k engagements per post, it makes complete sense why IHG would pick Coca-Cola to pair up with.
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We can expect to see Coca-Cola help IHG channel some of this Instagram magic with #ReelSummer. The top 25 #ReelSummer videos will be sent to a casting director and Lucas at the end of summer. In addition to calling for submissions via Instagram, there are also pop-up video kiosks in New York, San Francisco, Toronto and Atlanta. Expect to see the #ReelSummer hashtag rolling around your feeds all summer long.

Jade Furubayashi

My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.

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