Carlsberg Israel recently shared a post on Facebook that takes advantage of one of the newest features to be introduced with Apple's iOS 11 update. For years now, Facebook has supported Apple's Live Photos, but the newest update from Apple now makes it possible for users to transform their Live Photos into animated GIFs.
The Facebook post shared by Carlsberg Israel on Rosh Hashanah challenged users to "push the red dot and not let go." After pressing the dot and at some point letting go, Facebook users were treated to a special animation.
The post crafted by Carlsberg and agency BBR Saatchi & Saatchi went viral and was successful at boosting engagement by a rate of 13%.