When Apple incorporated the ability to turn Live Photos into GIFs in its recently released iOS 11 operating system, Carlsberg Israel saw an opportunity.
The brewer teamed up with BBR Saatchi & Saatchi to incorporate this new live photo option into a Facebook post Sept. 18, marking Rosh Hashanah (Jewish New Year), and the post—which encouraged users to push the red dot and not let go—went viral. Here’s what it looked like:
The technology behind the post is only available to users accessing it via iOS mobile devices, but those users responded, with Carlsberg Israel and BBR Saatchi & Saatchi saying that the post:
- Reached an engagement rate of 13 percent, topping the brewer’s previous record of 9 percent.
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