Le Meridien and Air France were on the verge of kicking off a new campaign to celebrate the 40th Anniversary of the hospitality brand. They sought a way to involve their fans in their latest joint campaign that leveraged a professional photographer traveling the world, sharing scenes from luxurious Le Meridien locations. The budget was small, and the execution needed to be light and nimble.
We developed two ideas that lived side-by-side in Facebook with an accompanying Instagram component. On one hand was a photo titling contest that heavily leveraged Facebook’s new Timeline interface, which had just rolled out to brands. On the other was an Instagram photo challenge dictated by the commissioned photographer, and seamlessly integrated into the photo-sharing service.