Food Porn Campaign Gives Applebee’s a Social Lift

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

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.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.