If you're an Instagram user and a tennis lover, you may want to brush up on your iPhone photography skills and get a few thousand followers by the time next year's U.S. Open rolls around. Three of Instagram's top users - @bridif, @takinyerphoto and @newyorkcity, who together bring over 600,000 followers with them - will be given unprecedented access to photograph the U.S. Open today alongside traditional media outlets.
Evian, a sponsor of the games for 27 years, is bringing in the three photographers as part of a social media campaign dubbed Evian Day. Although the photographers don't have to explicitly shoot the brand, their goal is to connect Evian with the socially adept audiences attending the matches and watching abroad. Photographs they take will be shared by the @evianwater account and the #EvianDay hashtag. The ad agency behind the campaign, MKG, says that the one day push will help Evian, along with the photographers, build their already significant online presence.
I'm interested to see just how differently these three Instagrammers cover the U.S. Open versus the traditional photographers, but you have to admit this is a pretty hip angle to bring into an event.
Apparently this isn't the first time MKG has helped run a promotion of this nature either, having a crew of 6 Instagram photographers (including the three working today's matches) working a New York Rangers NHL playoff game in April on behalf of Madison Square Garden and Delta Airlines; Puma also brought in Instagrammers to document a leg of the Volvo Ocean Race in Dubai in February.
Do you think this is worth the fuss or is it just pandering to our socially saturated lives?