Ford Fiesta gave the agency Blue Hive the challenge to not only create attention and raise awareness about the new Fiesta, but also to come across with information about the new USPs, the features and improvements of the car.

The result was a cool engaging campign that utilized consumers’ love and eager to take and share photos. The idea was to partner with the viral photo sharing app Instagram to launch a new photography competition called Fiestagram to promote the new car.

The contest challenged Instagram photo-taking enthusiasts across Europe to upload photos in several categories inspired by the technologies and features of the new car - Participants could as always with Instagram easily share their photos on Facebook, Tumblr, Twitter etc.

Moreover, the best submissions were also appearing on live-billboards and real life photography galleries across Europe. The “feature” categories were: Starting, Hidden, Listening, Entry, Music and Shape and the winners of each are still shared on Ford Fiesta’s Facebook page.

The idea to make a photo contenst is not original in any way - Guess it has been a marketing tactic ever since the camera became a common household item, however the understanding of social and the execution have created results worth sharing.

Ford Fiesta. Fiestagram campaign from Blue Hive on Vimeo.

In 2011 advertisers became more and more curious and receptive to the possibilities by using QR codes in different communication situations. Although initially used to track parts in vehicle manufacturing, QR codes are now used over a much wider range of applications, including commercial tracking, entertainment, quick content delivery and transport ticketing, product marketing and in-store product labeling.

The QR codes can as many know within marketing also be used to integrate different media and platforms in the brand communication and be an easy and attention-demanding way to direct the target group to an essential landing page or certain app in the app store etc.

The following case from Heineken and Leo Burnett, Warsaw is brilliant in regard to take advantage of people’s curiosity and willingness to interact mixed with the brand messsage: “Open Your World”. In short the QR codes were simply used as an ice breaker and thus helped festival visitors meet new people: