I’m just going to come right out and say it. UK-based fashion retailer Ted Baker is making insanely innovative use of Instagram filters to deliver hidden messages people can use to win prizes. This is all to promote its new SS15 collection.
Over the next two weeks, working with Poke London, Ted Baker will upload specially-processed images to its Instagram account. The brand is asking people to re-gram or screenshot and re-post the images to their own Instagram accounts. And then by applying filters, various clues, hidden messages and challenges appear in portions of the image.
Take a look at this original image posted to the Ted Baker account:
A photo posted by Ted Baker (@ted_baker) on Mar 11, 2015 at 4:04am PDT
Now take a look at my screenshot and re-post using the Aden filter:
And magically, a group of letters appears. Here’s another original image:
Play with your Instagram filters and this picture might make you double take. Regram your discovery with #Pinch_Me. A photo posted by Ted Baker (@ted_baker) on Mar 10, 2015 at 4:02am PDT
And the application of the Crema filter to the image:
Awesome, huh?
People who discover the messages in the images are encouraged to share their version of the image with the #Pinch_Me hashtag.
The brand is promoting the campaign on its Twitter page:
Where in the world is Ted on Instagram? Reveal a city skyline and regram using #Pinch_Me http://t.co/IcfaVrwrI1 pic.twitter.com/JQlTvvFZII — Ted Baker USA (@ted_bakerUSA) March 12, 2015
Of the unique approach, Ted Baker Communication Director Craig Smith said:
“Engaging with our customers through social media in an innovative way is key to our global marketing strategy at Ted Baker. Using Instagram in a first-of-its-kind initiative, we are able to talk to both existing customers and introduce new audiences to the world of Ted.”
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