A number of the world’s most recognisable brands are using social media platforms including Facebook, Tumblr, Instagram and Twitter in new ways to promote their products.

Johnnie walks the walk

Scotch whisky brand Johnnie Walker is the latest in an increasingly long line of companies to do so, sending three Instagram users around the world to take over the @JohnnieWalker Instagram feed.

With almost 500,000 Instagram followers between them, @chrisozer, @awnoom and @philgonzalez hold the keys to a large amount of potential user engagement for the British brand.

Johnnie Walker has turned their Facebook cover photo into an interactive Instagram feed, allowing users to see various images highlighting the current journey.

Innovative advertising

For the past four season launches, Tumblr has sent local bloggers to New York Fashion Week to increase the platform’s standing as a fashion community.

FELLT, a fashion journalism and advertising website consisting of eight Australian writers, has this month teamed up with Nokia to cover New York Fashion Week using the Lumia line of smartphones.

Sportswear company Puma also sent ten Tumblr and Instagram users to Abu Dhabi to cover the Volvo Ocean Race earlier this year, admitting they were influenced by Tumblr’s efforts.

Leading the way

Designer fashion brand Burberry has been a leader in social media campaigns, the most successful being #Tweetwalk, where Burberry used Twitter to upload photos of their new collections moments before they were seen on the runway.

They have also allowed popular Instagram user Mike Kus, who has almost 300,000 followers, the opportunity to shoot their fashion shows from the sidelines directly to @burberry.

Prior to this, Burberry also opened up their regional Twitter accounts to the editors of Elle and Vogue magazines from countries such as Turkey, Russia and Korea.

Paying attention

As brands continue to immerse themselves in social media platforms, the bar is set higher each year with fresh ideas to engage an audience.

While some campaigns are site-specific, Johnnie Walker’s integration of Facebook and Instagram is another stepping stone in reaching the largest possible audience.

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