Food Porn Campaign Gives Applebee's a Social Lift

User-generated content was also a win for McDonald’s Arabia

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

User-generated content has already been embraced by social and mobile marketers as a go-to means for producing creative that’s fast and free. Now, exclusive data from Applebee’s latest Instagram campaign reveals that this strategy also is beginning to pay off.

#Fantographer fans

In July, the restaurant chain rolled out its Fantographer campaign, which encourages diners to snap pics of their meals or of themselves chowing down on sizzling sirloins. Applebee’s is culling these food porn photos and placing the best ones on its Instagram feed.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in