Instagram Reels on Wheels

Instagram is known for always innovating. In one of their latest attempts to push the boundaries, they released what is known as ‘reels,’ fun, fifteen-second videos that you can create and share with the Instagram community. But because Instagram has been around for over a decade, users can become accustomed to the app’s basic features like posting, liking, and commenting— the company found itself needing a technique to promote their new capability in a way that it would stick and become as integral to the Instagram experience as posting photos. How, though? Well, by partnering with us, The Los Angeles Food Truck Association, to get Instagram users everywhere excited about this new development in the Instagram world.

The FTALA Solution

Instagram left it to FTALA to envision and execute what is known as ‘reels on wheels,’ a mobile marketing experience that spread the word about Instagram’s new ‘reels’ feature. To kick off the two-day experiential marketing campaign, FTALA organized a content creator party, visiting different Instagram influencers houses around Los Angeles with ‘Happy Ice’ Italian ice and Instagram-branded cups and bucket hats perfect for photo opps— and, better yet, Instagram reels! The following day of the ‘reels on wheels’ branded promotion, the branded food truck made its way to the Melrose Trading Post, a heavily foot-trafficked area, to give out free ‘Happy Ice’ Italian ice and Instagram merch to people who tagged @instagramcreators in their stories. This meant that our mobile experiential marketing event was able to make lasting in-person impressions, while also being an experience that could be shared online, on the very platform we were promoting.