The selfie has become so powerful, it is now being encouraged for marketing purposes, a prime example being the Jack Daniel's Instagram campaign. To properly celebrate the birthday of the whiskey brand's founder, this campaign wants consumers to photograph themselves raising a glass in his honor and share the images on their Instagram account using the hashtag 'JacksBirthday.'
Created by integrated agency Communicator, the Jack Daniel's Instagram campaign is not only celebratory, it is ultimately social. By bringing fans together, it creates an amiable environment online that provides only positive feedback for the brand. Interestingly, Richard Southon, director at Communicator, notes, "[T]he campaign will show how brands don’t need to be ‘in’ the conversation to be a core part of it."