In the latest attempt to bring fresh content to users in new ways, the British band The Vaccines is creating a music video for their upcoming single ‘Wetsuit’ with photos shot by fans using Instagram.
The concept is simple. By asking fans to tag their photos of music festivals with #vaccinesvideo, the band is able to collect shots to make an animated video. In an effort to capture the perfect summer music experience, they are looking for photos of bands, tents, fields, mud, thrills, spills; pretty much anything that gets across what it feels like to be knee deep in a summer festival.
Since Instagram released its hashtag feature, many brands have begun experimenting with the app, often tapping into Instagram as a platform for creative and social media campaigns. Once the photos are shared on Instagram, fans can view their photos in an online gallery enabled by the Instagram API. The video will be directed by Poppy de Villeneuve and the concept was developed by Anomaly London for Sony Music.
Watch this clip to see how it works: