Photo Op Marketing: 3 Brands Giving Millennials the Perfect Social Media Shot

The latest marketing trend is all about creating the perfect picture. Brands are setting up photo opportunities in stores, pop-ups, and major marketing campaigns, giving Millennials everything they need to take the best shot to share on social media…

These days restaurants are being designed to include Instagrammable scenery, packaging, and dishes; Fashion Week shows are being created to include that one photographable display; and museums are embracing exhibits that look good on the mobile screen and encouraging social sharing. Finding a way to get your brand onto Millennials’ social media feeds has become a key tactic across industries. Last year, we spotted the rising trend of Instagrammable events—immersions created to be a series of photo-op worthy moments, and the ultimate social media-sharing experiences. Refinery 29’s 29 Rooms and the brand-sponsored Museum of Ice Cream (now in LA) were created to be fun, of course, but more than anything they gave visitors chance after chance to take the perfect picture to stand out on social.

Now, we’re seeing this photo-op approach spread into more areas, and marketing campaigns and stores alike set themselves up to provide photo op inspiration. Sunglass Hut is luring Millennials in-store with the promise of the perfect selfie. The brand’s new Melbourne flagship offers face-shape matching and styling services in a space designed to create a photo-worthy moment. The focus of the location, the “bling wall,” is made up of 150 dancing LEDs to light up selfies that young consumers are encouraged to share on social media. Here are three more brands designing photo-ops to give Millennials everything they need to take a shot to share on social media:

Magnum’s Designed-For-Instagram NYC Pop-Up

The perfect food pic is a status symbol on social…

 
 

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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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