98 THE POWER OF VISUAL STORYTELLING based on the Fiesta’s stylish features. Each week people were encouraged to submit photos tagged with #Fiestagram and the latest feature-inspired hashtag such as #entry or #music, and a wide interpretation of the word was encouraged. The best photos were shown on live digital billboards across Europe as well as in online galleries, and the very best even won prizes, including a brand-new Ford Fiesta as the top prize. The campaign particularly focused on the car’s state-of-the-art fea- tures to raise awareness of the high-tech aspects of the car—something that would appeal to a new, younger, fashion-conscious audience—and to change perceptions of the traditional views of the Fiesta, which was already one of the most popular and recognized cars in Europe. Instagram’s users (young, stylish, tech aware) were the ideal target audience for Ford’s cam- paign, and the community building and sharing features of Instagram, coupled with the popularity of Facebook (the promotion was hosted on the official Ford Fiesta Facebook page), were perfect for the campaign. More than 16,000 photos were submitted to the contest, and Ford’s Facebook community gained 120,000 new fans during the six-week cam- paign, with hundreds of thousands of visitors coming to the galleries to view the submissions. Each day, the “popular” page of Instagram featured photos from the contest, raising awareness of the new Fiesta across the Instagram community of 105 Ford’s target demographic. Mashable points to Instagram’s strong network of superusers, called Instagramers, as being vital to the campaign’s success. When it came time to promote Fiestagrams, Ford knew that engaging this commu- nity would be key. So the company reached out to Gonzalez, founder of