IHeartRadio's Vending Machine Turns Instagram Photos Into Swag

Targets college students' nostalgia for hometown radio

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

IHeartRadio is touring the country with a T-shirt vending machine that accepts Instagram photos as payment. The marketing effort has racked up 5.7 million impressions—likes, shares, views—in the first week on the photo-sharing app, according to iHeartRadio. The five-week campaign (which runs through Nov. 15) stops at 10 college campuses in the Midwest and South, including Arizona State University, the University of Texas and Florida State University.

"It's a mobile-first generation that we wanted to engage with and typically you've got college students who are away at school, and iHeartRadio is a natural way for them to stay connected with their hometown radio station," said Chris Williams, svp of iHeartRadio programming.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in