Brief: The Ford Fiesta was recognised in the automotive press for its intuitive technological features. But Ford wanted to extend awareness of these benefits to a wider audience across Europe, specifically to heavy users of mobile in fashion, style and tech circles.Solution:With Fiesta technologies providing the challenge and inspiration, we created Fiestagram, the first European-wide photography competition using the mobile photography app, Instagram. Partnering with Instagram simplified user participation for this multinational campaign, whilst influencer and community outreach engaged existing users. The campaign hub lived on Facebook, using Instagram’s API, and was optimized for mobile so users could keep up to date with the competition on the go. We took the mobile campaign into the real world too; exhibiting photos in galleries and on digital billboards to create a sense of real time participation as submissions poured in from across Europe.Results:Over 16,000 photos were submitted. Community outreach and influential judges resulted in Fiestagram content regularly appearing on the Popular Page of Instagram. The Facebook hub had an average dwell time of 3.4 minutes and added over 120,000 new fans, whilst coverage from influential blogs and media resulted in the Fiesta technology message being communicated onwards to millions.