Ben & Jerry's Scoops Up Euphoria on Instagram

Followers show off their ice-cream faces

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iScreen, uScreen. Ben & Jerry's is rallying its 127,000 Instagram followers and inviting them to upload images representing "euphoria"—because that's the feeling you get from Ben & Jerry's ice cream—by using the #captureeuphoria tag. There's a "Capture Euphoria" gallery immortalizing shots of kids with messy ice-cream faces, wedding snaps and pet photos. (There are more dogs than cats, because, let's face it, cats are more sucky than euphoric.) About 20 of the images will be used in local ads via creative agency Silver + Partners (formerly Amalgamated), placed in print, billboards and various outdoor venues by Haworth Marketing + Media.

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