#Friendsgiving is a very popular celebration among millennials involving a potluck style meal and maybe even some crafts.
And the sparkling juice brand, Izze wants in. They’ve created an impressive Instagram hack that allows users to answer a series of questions that will ultimately lead them to recipe ideas for their very own Friendsgiving. The campaign uses 650 pictures to come to life. They’ve even linked the campaign’s accounts to Amazon and Pinterest so users can buy kitchen supplies and find corresponding recipes.
This campaign is very impressive as far as the Instagram hack that allows users to answer questions by clicking on an Instagram profile feed. That feature is very unique, innovative and fun. And it is smart for those questions to ultimately lead the user to something that will enhance their Friendsgiving, like a recipe.
The e-commerce part of it where users can be taken to Amazon to buy “kitchen goods” seems a little far fetched. Although e-commerce makes up a “significant portion of Izze’s sales,” Millennials are not big planners, so they’re most likely going to be looking for recipes a couple days before, or on the day of their Friendsgiving. They’ll probably pick up what they need for the event at a store nearby, not plan it out weeks in advance and ordering kitchen supplies specifically for the event through Amazon. I would be interested to see the results of this campaign.