The Macallan, distributed by Maxxium UK, has launched a competition on Instagram, urging fans of the luxury whisky brand to upload a photo of themselves enjoying the malt in a setting that represents what the brand means to them using the hashtag #meandthemacallan.
The campaign has been devised by the digital division at PR and digital marketing consultancy, The BIG Partnership, who deliver social marketing for The Macallan.
Annabel Kohler, marketing innovation manager for The Macallan, said: “We are always interested in exploring innovative digital platforms and Instagram is a perfect match, not only for our passionate fans but it is also in-line with our deep brand involvement with photography.
“Using Instagram allows our customers to show their artistic flair by using a simple app that has grown massively over the past 12 months. Some of the entries so far have been fantastic and we look forward to seeing more as the competition unfolds.”
Mike McGrail, senior digital account manager at The BIG Partnership, said: “Given The Macallan is already closely associated with photography, we were keen to look at the opportunities presented by an emerging and popular platform like Instagram.
“Instagram is already well integrated across social media platforms such as Facebook and Twitter, therefore allowing fans to share their creative shots across the social web and in-turn build awareness of the brand and the campaign. The initial response to the four week competition has been superb, with a high standard being set from day one.”