Instagram’s “Reels on Wheels” Campaign
After a break in IRL events, Instagram hit the streets to reintroduce the brand to creators and musicians in key markets. The 2021 summer campaign featured decked out Instagram ice cream trucks to revive positive brand sentiment among the community and ignite Reels content creation. In Los Angeles, the “Reels on Wheels” truck made stops at select studios and Creator residences, offering free shaved ice and branded giveaways while promoting Reels’ newest features.
A month later, Instagram pulled up in Miami to help kick off their Latinx Music Creator campaign, #somoslimitless, just in time for the Billboard Latin Music Awards. The branded truck parked at permitted locations in South Beach, offering themed ice cream and giveaways to artists in town for the awards. A professional videography crew captured Reels-friendly content for artists to post on their accounts, using the hashtag #somoslimitless.
Agency: Civic Entertainment Group
