But was the promotion really a success? Instagram users were soon complaining that their feeds were clogged up by the photo whilst Twitter was alight with criticism and ridicule of it. Meanwhile Sunny Co. had their Instagram account shut down and have been forced to tweet a grovelling apology promising to honour the first 50,000 orders!
In their own words, Instagram is all about allowing “…you to experience moments in your friends’ lives through pictures as they happen.” Seeing endless pictures of the same red swimsuit does not fulfil this and is viewed as spamming by Instagram which is probably why they closed down Sunny Co.’s account.
Running promotions on social media platforms such as Instagram does make sense for brands as they are quick and inexpensive to organise and can encourage huge engagement within minutes. But as we can see here, that engagement may not always be good and can result in disaster.
PromoVeritas have run thousands of social media promotions and are one step ahead when it comes to new rules and new platforms. Contact us to discover more about our expertise and how we can help you plan a successful promotion on firstname.lastname@example.org or call 020 3325 6000.