{"id":7426,"date":"2012-11-19T12:27:26","date_gmt":"2012-11-19T07:27:26","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=7426"},"modified":"2026-03-02T12:30:41","modified_gmt":"2026-03-02T11:30:41","slug":"ben-jerrys-captureeuphoria-instagram-ooh","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/ben-jerrys-captureeuphoria-instagram-ooh\/","title":{"rendered":"Ben &#038; Jerry\u2019s #CaptureEuphoria: Instagram OOH"},"content":{"rendered":"<p>Ben &amp; Jerry&#8217;s jumps onto the Instagram wave with a photo contest that challenges fans to capture their \u201ceuphoria\u201d towards the brand. Winners from around the world are then featured in special Ben &amp; Jerry\u2019s advertising, including local print, bus station placements and billboards that appear near their homes.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/wXMxwzekvmw?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>The mechanic: a hashtag that turns into local visibility<\/h2>\n<p>The idea is straightforward. Fans post Instagram photos that represent \u201ceuphoria\u201d and tag them with #captureeuphoria. Ben &amp; Jerry\u2019s curates a set of winners, then brings those images into the real world by placing them as local advertising close to where the photographer lives.<\/p>\n<p>This is hyperlocal out-of-home (OOH) as a reward. Instead of giving people a generic prize, the campaign gives recognition that is geographically personal.<\/p>\n<p>Recognition-based rewards are the better default when the goal is to deepen community, not just spike entries.<\/p>\n<p>The real question is whether your reward shows up in the participant\u2019s physical world, not just their feed.<\/p>\n<p>In global FMCG marketing, the strongest social contests create an offline payoff that feels personal, not promotional.<\/p>\n<h2>Why it lands: recognition beats \u201cstuff\u201d<\/h2>\n<p>Most contests promise products, vouchers, or a one-time win. This one promises status. Your photo becomes the ad. Your community becomes the audience. That flips the usual relationship between brand and fan, and it makes participation feel less like a transaction and more like belonging.<\/p>\n<p><strong>Extractable takeaway:<\/strong> A social contest gets more powerful when the payoff is not only online. It is something the participant can physically encounter in their own neighborhood.<\/p>\n<h2>What Ben &amp; Jerry\u2019s reinforces by calling it \u201ceuphoria\u201d<\/h2>\n<p>By anchoring the idea to a feeling rather than a product shot, the campaign invites more creative submissions and a wider interpretation of what \u201cBen &amp; Jerry\u2019s moments\u201d look like. The brand gets a stream of fan-made images that reflect joy and personality, and the best of it becomes media.<\/p>\n<h2>What to steal for your next community-first contest<\/h2>\n<ul>\n<li><strong>Reward participation with identity, not only incentives.<\/strong> Public recognition can outperform discounts when the brand has true fans.<\/li>\n<li><strong>Make the submission format native.<\/strong> A hashtag plus a photo is a low-friction action people already understand.<\/li>\n<li><strong>Close the loop in the real world.<\/strong> If you can turn online creation into offline visibility, the story becomes more memorable.<\/li>\n<li><strong>Keep the brief emotionally clear.<\/strong> \u201cCapture euphoria\u201d is an instruction people can interpret without overthinking.<\/li>\n<\/ul>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is Ben &amp; Jerry\u2019s #CaptureEuphoria?<\/h3>\n<p>It is an Instagram photo contest where fans post images tagged #captureeuphoria, and selected winners have their photos featured in local advertising near where they live.<\/p>\n<h3>Why is the offline ad placement the key twist?<\/h3>\n<p>Because it turns participation into public recognition. The reward is visible, personal, and rooted in the winner\u2019s own community.<\/p>\n<h3>What makes this different from a standard user-generated content (UGC) contest?<\/h3>\n<p>Instead of only reposting winners online, it converts fan content into out-of-home and print media, which raises the perceived value of being selected.<\/p>\n<h3>What should a brand be careful about with hashtag-based submissions?<\/h3>\n<p>Moderation and curation. If the hashtag stream is unfiltered, off-brand or disruptive content can hijack the gallery effect.<\/p>\n<h3>How do you measure success for a contest like this?<\/h3>\n<p>Track volume and quality of submissions, unique participants, sentiment, earned reach from reposting, and the lift in brand engagement during the campaign window.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ben &amp; Jerry&#8217;s jumps onto the Instagram wave with a photo contest that challenges fans to capture their \u201ceuphoria\u201d towards the brand. Winners from around the world are then featured in special Ben &amp; Jerry\u2019s advertising, including local print, bus station placements and billboards that appear near their homes. The mechanic: a hashtag that turns &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/ben-jerrys-captureeuphoria-instagram-ooh\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Ben &#038; Jerry\u2019s #CaptureEuphoria: Instagram OOH<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":14287,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"Ben & Jerry\u2019s Capture Euphoria invites Instagram photos tagged #captureeuphoria, then turns winners into local print, billboard, and transit ads near home.","_seopress_robots_index":"","iawp_total_views":3,"footnotes":""},"categories":[27,13,103,19],"tags":[4179,2035,8164,2521,8166,2036,4135,4180,8163,4137,6985,4181,8165,137,7053,2149],"class_list":["post-7426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategies","category-mobile","category-power-of-online","category-social-media","tag-captureeuphoria","tag-ben-jerrys","tag-brand-community","tag-experiential-marketing","tag-haworth-marketing-media","tag-ice-cream","tag-instagram","tag-instagram-app","tag-local-advertising","tag-ooh","tag-out-of-home","tag-photo-contest","tag-silver-partners","tag-social-media-marketing","tag-ugc","tag-user-generated-content"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/capture_euphoria.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-1VM","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/7426","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=7426"}],"version-history":[{"count":14,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/7426\/revisions"}],"predecessor-version":[{"id":16403,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/7426\/revisions\/16403"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/14287"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=7426"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=7426"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=7426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}