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BINTM judges Danni Minogue and Elle McPherson launch Insta-model competition


By Ishbel Macleod, PR and social media consultant

May 28, 2013 | 2 min read

Dannii Minogue has this week launched Insta-Model – a competition to turn fans in to models in an instant – to promote the latest series of Britain & Ireland’s Next Top Model on Sky Living.

Created by Jam, the campaign will see Minogue and fellow BINTM judge Elle Macpherson setting a photo challenge each week for fans of the show.

The first challenge, #Pout, will run this week and be judged by Minogue; which next week’s challenge #Fierce will be judged by Macpherson; followed by #Selfie, which will be set and judged by Sky Living.

This is the first Instagram competition Sky have launched bringing BINTM to life on social, and will see the three finalists will go head to head, with the public voting via Twitter.

Kirsty Waldron-Pearson, head of digital and social media at Sky, said: “This is a breakthrough campaign for Sky - we're so excited that we can put Britain and Ireland’s Next Top Model fans directly into the spirit of the programme with Instagram and Twitter.”

The competition winner will feature in the closing credits of the first episode in the new BINTM series on 13 June and will be rewarded with a VIP trip to London.

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