Last year, the software company CyberLink launched its first ever food photography campaign titled 'Foodies & Photographs.' The contest was designed to encourage consumers to use its PhotoDirector PC software or its PhotoDirector mobile app during the holiday season by capitalizing on the popularity of food photography.
The Foodies & Photographs contest challenged consumers to capture the perfect image of their festive culinary creations. In order to take their photos, participants were able to download a free trial of CyberLink's computer software or mobile app and then use these tools to edit and perfect their pictures. Once finished, participants were invited to submit their photos through the official contest page or on social media using the hashtag #CyberLinkFoodies. To help promote the contest, CyberLink even enlisted the help of food photographer Alexa Mehraban of the Instagram account @EatingNYC.
The contest demonstrates how brands can increase engagement by capitalizing on activities consumers already enjoy such as food photography.