Johnnie Walker Solicits Instagram Users For Its Cover Photo

Johnnie Walker has turned their Facebook cover photo into a live, interactive stream of Instagram photos. Three popular Instagram users have been asked to tell the story of the brand’s heritage by each taking over the Johnnie Walker Instagram feed for a week. Their images (taken at an all-expense paid trip to Scotland) are then fed into the brands’ Facebook cover photo.

Why I’m Curious: We’ve seen a variety of approaches to the Cover Photo, including content/imagery coming from fans. What I think is unique about this is that it allows fans to tell the brand’s story (rather than their own story). And it uses content not just from any consumer, but from influencers that have a unique point of view. Given that we know that majority of fans don’t visit a brand’s actual page, this could increase or incentivize time spent there.


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