Today, Heineken launched its “Like For Love” campaign on Instagram in celebration of Gay Pride Month. Several photos were posted on the brand’s Instagram page this morning which show six couples in different pictures.
The couples are posed with space between them so that when users Like the image (on the mobile app by double tapping), the Instagram heart appears between the couple. One couple is posed with their arms in the shape of a heart which Instagram’s Like heart fills when a person likes that particular photo.
Of the campaign, Heineken USA Brand Director of Marketing said,”Specifically for Instagram, we are continually finding ways to push the envelope because it’s one of the fastest-growing social media platforms.”
This is not the first time the brand has made use of specific features within Instagram. Last year during the U.S. Open, the brand created a scavenger hunt using Instagram’s grid view.
Collectively, the images have 675 total Likes at the time of this writing. It’s not a mass reach thing for sure, but then again, for a brand with 6,727 followers, it’s not bad. And it’s early.
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