Red Bull launched a social media campaign called "Instagram Your Inspiration" to promote its new red, blue, and silver canned drink varieties. The campaign asked people to submit Instagram posts tagged with hashtags related to the drink colors that inspired them. High-profile photographers also created inspirational content to promote the campaign. Over 3,000 submissions were received and used in billboards, reaching over 16 million people and being hailed as an innovative marketing effort.

1. Red Bull: Instagram Your Inspiration
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2. Red Bull is famed for its public image as well as
the originality and creativity of its marketing campaigns
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3. To launch its new red, blue and silver Red Bull Editions varieties,
the brand needed a social campaign that people would naturally
want to get involved in, not just a run-of-the-mill competition

4. So we created a collaborative, visually-led social campaign:
‘Instagram your Inspiration’

6. We centered the campaign around the distinct colour
of each new Editions can, asking the public to submit
content that inspired them using one of three hashtags
#rededitionplease #silvereditionplease #blueeditionplease
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7. To boost the reach of the campaign we enlisted three
highly influential photographers to create
their own inspirational content
@Mikekus @naomiatkinson @finn
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8. The best content was displayed in Red Bull’s Instagram gallery

9. Everyone who submitted a photo received a free can of Red Bull
editions, driving further awareness of the new flavours
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10. The campaign had
over 3,000 submissions
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11. We used this user generated content to produce billboards
in London, Manchester, Glasgow, Birmingham and Sheffield

12. #InstagramYourInspiration
reached over 16 million people
using only mobile and social channels

13. And Red Bull was
hailed as an Innovator