Food Porn Campaign Gives Applebee's a Social Lift

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

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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.

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