Since November 2015, automotive brand Maserati has been relinquishing control of its Instagram account for an Instagram takeover campaign. As a result, those who follow the brand on the photo-sharing app have been able to see Maserati through the eyes of ballerinas, architects and rugby players, who all took a month to share curated content on the Maserati social feed.
Recently, Maserati hosted a 'Maserati Takeover' event at The Vinyl Factory in London to further promote this campaign. Guests were invited to browse a gallery-style setting full of large-scale prints from the content that has been shared to Instagram over the past 18 months as part of the Instagram takeover. As part of the multi-sensory event, they were also treated to live music performances, food and drinks inspired by the all-new Levante SUV.
Photo App-Inspired Galleries
Maserati's Event Showcased Results of Its Instagram Takeover Campaign
Trend Themes
1. Photo-based Gallery Events - Brands can leverage user-generated content from social media to create immersive gallery experiences for their customers.
2. Instagram Takeover Campaigns - Companies can engage influencers and customers on Instagram to curate content that showcases their brand's values and unique perspective.
3. Multi-sensory Brand Activations - Creating events that engage multiple senses, such as live music and themed food and drinks, can enhance brand experiences and drive customer engagement.
Industry Implications
1. Automotive - Auto brands can capitalize on Instagram takeover campaigns to showcase their vehicles through unique perspectives, and host immersive gallery events to showcase their brand culture.
2. Hospitality - Hotels and restaurants can leverage user-generated content to showcase their properties, as well as create multi-sensory experiences for guests through events and activations.
3. Fashion - Fashion brands can partner with influencers and fans on Instagram to curate content that showcases their brand values and create immersive gallery events that showcase new collections and designs.