Electric Ireland is using Instagram Video to create “a virtual dance-off with a social twist” as part of its sponsorship of Electric Picnic, which is now in its fifth year.
Using the platform for video sharing, the ‘Electric Ireland Dancergy Competition’ gives festival goers the chance to showcase their dance moves to be in with the chance to win tickets to Electric Picnic.
Its running from 11 to 16 August and 30 tickets are up for grabs. Entrants have to follow three steps: sign up using Instagram, make a video of them dancing and then tag it and submit it online with a hashtag.
“At Electric Ireland we are constantly evolving our marketing activities to drive innovation and reflect advances in digital media, so we’re excited to be one of the first brands to use Instagram Video,” said Ken McKervey, commercial manager with Electric Ireland.
“We wanted to build on the success of our activity at Electric Picnic last year to create excitement in the lead up to this year’s festival, and the Instagram Video Competition for Dancergy provides us with a fresh and current platform to engage with festival goers.”
The Electric Ireland Dancergy Competition will be supported by an integrated marketing campaign using above and below the line activity, including outdoor, PR activity and an extensive social and digital media campaign with half-page takeovers on Yahoo, eircom and MSN and run of site on targeted music and entertainment websites with additional support on Youtube and Facebook.