We decided to leverage an existing sharing platform - Instagram - by creating the world’s first Instagram-sourced music video.

Using a ‘call to entries’ video, we asked The Vaccines' fans to tag their summer music festival pictures with #vaccinesvideo in Instagram. Then, on Vaccinesvideo.com, we pulled all the pictures in from Instagram, and used them to create a music video. We released it in early Autumn and it became an epic summer memory for fans to share with their friends on Facebook and Twitter.

So, ultimately, the launch of the new single Wetsuit was driven by the fans themselves.

This crowd-sourcing approach saw ‘sharing’ increase 700% from their last video.

The call to entries video was viewed over 45,000 times - generating over 3,000 tagged images. 6.6% of all reached contributed.

The final video has been viewed 1.2m times and shared over 100,000 times on Facebook, as well as being ‘tweeted’ over 7,000 times. This is an 8.9% share ratio - a 700% increase on previous videos.And even though we said that a 'like' didn't matter, the images were liked on Instagram itself over 20,000 times. A bonus...