Anheuser-Busch plays hide and seek with fans via Instagram
Anheuser-Busch has kicked off an interactive hidden-message Instagram campaign, emphasizing the importance of leveraging unique call-to-action content through social media to appeal to users.
The brewer released an image through the photo-sharing application that encouraged users to repost to uncover a secret message for its Oculto brand. The Instagram campaign coincides with the brand?s image and entices consumers to get directly involved in the campaign, in turn leveraging authentic marketing content generated by fans.
"Instagram is core to our digital strategy," said Azania Andrews, senior director of digital at Oculto, San Francisco. "Our consumers are mobile-first and social by nature.
"We see consumers capture the imagery of the brand on Instagram, including our unique packaging, so the visual focus of the platform fits well with Oculto," she said. "This was not part of a campaign, but rather us continuing to communicate the Oculto lifestyle.
"The post was about sharing with consumers a core tenet of the brand, which is secrets. We take this approach to everything from social to some of our packaging, which has hidden secrets behind the label."
Finders keepers
Followers on the Anheuser-Busch Oculto Instagram account have joined in on a scavenger hunt-like social media campaign.
The brand shared an image, which to the naked eye only appeared as a picture of teal ocean water, with the text ?#mask marks the spot.?
The post encouraged users to repost the image using a particular filter. Consumers were asked to download or screenshot the photo, and were able to reveal the secret image upon uploading to Instagram using various filters.
Consumers who participated in the event were able to see an image of a hidden bottle of Oculto that they shared with friends and followers. This allows the brand to generate promotion through its followers.
Fan-generated content creates a genuine image for the brand, rather than having overly-promoted content forced on consumers, which can cause the opposite reaction that brands desire.
Consumers are more receptive to content shared by friends and family than the brands themselves, because they are trusted more.
The call-to-action campaign, in which fans are encouraged to become directly involved within the marketing content, is a tactic seen increasingly from brands. Digital and mobile media allow for this type of personal interaction with marketers and consumers, and not leveraging these methods would be detrimental for brands.
The Oculto hidden message is a unique campaign that allows fans to have fun with the brands. Consumers enjoy getting involved in content that resembles a game or scavenger hunt.
Playful marketing content such as the secret Instagram message is vital for brands to create an authentic image, and to encourage consumers to become involved.
Anheuser-Busch will be rolling out multiple hidden images through Instagram, hoping to better connect with fans.
The campaign coincides with Oculto?s secret society-like image. The word Oculto means concealed or hidden, and each bottle of beer contains a hidden message.
The beer brand encourages consumers to make secrets, and attempts to lure them in with its mystery.
Instagram importance
Apparel retailer Ted Baker also launched a digital campaign All is Not as it Seams, encouraging consumer engagement with hidden messages on Instagram (see more).
Also, White House Black Market is leveraging Instagram and social media campaigning, urging women to embrace their individuality in an effort to solidify positive brand sentiment featuring musician Marissa Jack (see more).
"We launched a few months ago in Miami with Oculto Manor, a large experiential event designed to help capture social content," Ms. Andrews said. "We saw the content perform well in market, and are excited about Halloween where we will be hosting a second Oculto Manor, which will be designed at every level to capture social content.
"In addition, we want to continue to experiment with incorporating secrets within our social creative and will look to do this on more platforms in the future," she said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
Brielle Jaekel is editorial assistant at Mobile Marketer