Eurostar has flipped Instagram on its side for a new campaign to promote a new fleet of trains running on the London to Paris route.
Created by AKQA, an “illustrated narrative” of life on a Eurostar train has been made up of some 200 images. When Instagram users flip their device horizontally they are able to scroll through the scene, made up of animated and still images, and discover hidden offers such as "2 FOR 1" ticket offers from nine museum partners.
Lionel Benbassat, marketing director at Eurostar, said: “This Instagram horizontal canvas idea has immediately seduced us. It allows us to discover in a playful way all the features of our new trains, and it gives users a preview of their travelling experience from London to Paris.”
To kick start the campaign, Eurostar harnessed the following of a number of popular Instagramers including French fashion editor Adenorah, food blogger Plus une miette and London-based photographer By Afrique. They hosted social competitions inviting their followers to post a travel selfie and tag it with #eurostar to win a trip, a one-to-one moment with the influencer or to be illustrated within the Instagram narrative.