Instagram is quickly gaining traction in the multifamily sphere, and earlier this month Atlanta-based Gables Residential launched an Instagram contest that’s seen exponential participation with a few simple, yet savvy, components. Having recently joined the mobile photo/video sharing platform as @Gables_Res, they decided to jump-start their account by inviting residents to Instagram their best jack-o-lantern creations through an online pumpkin carving contest.
“We wanted to introduce our Instagram account, so we thought we could experiment with it through a Halloween carving contest,” shared Gables’ Marketing and Web Specialist Adam Goldberg. By posting contest details, a sample entry, and a live feed of current entries to their company blog, Gables created a landing page for the contest, which was shared across community Facebook pages. A few communities within Gables 34,000-unit portfolio even hosted special parties in conjunction with the Instagram carving contest. “They bought pumpkins for their residents, encouraged them to enter the contest, and created a community event around it,” he explained.
According to Goldberg, Instagram’s value for apartment marketing is in the aspect of interactive sharing, “Instagram is a great way for us to share photos and video, and it’s not overtly promotional. Moments in time from our communities around the country are intermixed with peoples’ everyday, personal Instagram images. It’s not a sales pitch—just us saying, ‘This is what’s happening around our communities, and we want to share it with you.’”
To help generate the greatest sharing potential for the contest, Gables established a few perimeters for entries:
- Include the hashtag #GablesCarving.
- Tag & Follow @Gables_Res.
- Provide your community name (for resident verification).
- The entry with the most “likes” wins $250.
The promo has generated about 150 submissions so far, of various creative subjects and skill levels. Current frontrunners include a big-toothed pineapple head and an Edgar Allen Poe silhouette, both with upwards of 200 likes. Considering the Edgar Allen Poe carving was actually completed on a foam pumpkin, I asked Adam if foam pumpkins are fair-game in a pumpkin carving contest… His unofficial answer: “I don’t see why not.” So Poe’s goes for now.