These creative ads created by the Miami AdSchool/ESPM and F/Nazca Saatchi & Saatchi feature a missing component that can be added using the tap-to-like feature on Instagram.
The series of 'Double Tap Ads' feature familiar depictions of objects like necklaces, playing cards and NYC logos, which are rendered incomplete without the addition of a heart shape. Once a user on Instagram double taps a photo, a heart briefly appears to complete the image. Through curiosity, this is a clever way to drive interaction on Instagram.
A campaign that uses a similar tactic in a more literal way is 'Like for Life' from the Red Cross, which demonstrates the life-saving benefits of being able to perform CPR. This goes to show that this kind of campaign can be adapted to suit a number of brands.
Interactive Social Photos
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Social Shelving Campaigns
Biometric Photo-Sharing Apps
Photo Scanning Apps
Life-Saving Social Campaigns