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.
What Makes This Trend Stand Out
- Photo-based Gallery Events
- Brands can leverage user-generated content from social media to create immersive gallery experiences for their customers.
- Instagram Takeover Campaigns
- Companies can engage influencers and customers on Instagram to curate content that showcases their brand's values and unique perspective.
- 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.
Sectors Adopting This
- 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.
- 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.
- 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.
