Edelman, together with BBH, has developed a campaign for Johnnie Walker that makes use of the brand’s Facebook cover photo, turning it into a live, interactive stream of Instagram photos. Three popular Instagram users have been asked to tell the story of the brand’s vibrant heritage by each taking over the Johnnie Walker Instagram feed for a week. The images will be fed into the brand’s Facebook cover photo, taking fans on inspirational brand-related journeys while providing exclusive behind-the-scenes glimpses of the iconic whiskey’s world.
The Instagram images the three users take will be automatically fed through to the Facebook Page through a unique app that creates an interactive timeline by live-streaming them directly to the cover photo. The campaign, which launched on August 27th, will be live until late September.