I wasn't online, on my phone, or even on my iPad when I browsed through Peet's favorite Instagram photos.
In the Washington, DC store, across the street from the White House, Peet's Coffee and Tea served up their customers' Instagram images in a framed collage that hangs in the store.
Peet's asked us to Instagram our favorite moment with their brand. If they like it, they include it in the next 'on wall' gallery.
It's hard to turn down a photo challenge, so my #PeetsDC entries will be my illustrations for this post. I came to praise Peets with my photos.
Why it works
Hashing it out -- By now most social businesses know that hashtags provide an easy way to engage in a conversation with your clients and followers. Supply the hashtag and savvy customers will use it to connect with their kindred spirits on Twitter and Instagram.
Creating competition -- Nothing generates engagement and excitement like the opportunity to win at something. Peet's didn't just ask us to share our photos; they gave us a chance to be recognized. We get to win…and see our art displayed on their walls.
Encourage return visits -- Here's the sneaky part. There's only one way to know if your photo won. You have to go back to the store. If you won, you might want to visit again with a few friends to show off your accomplishment. You might even want to tweet or share a photo of your photo in their winners gallery. The cycle continues.
What might work better
Currently the gallery of winners only shows the photo. It would be great to also include the real name or screen name of the person who submitted the image. The only thing better than seeing my work hanging is seeing a byline with my name on it.
This not only shows off the image but gives the photographer some extra exposure. Think how I would feel about Peets if my follower count ballooned because my photo was hanging in their store. It's an easy win for everyone.
Curating your customers' photos is an effective way to build your community and show off your brand. Peet's found a way to bring it full circle by posting the online images on the wall.