Ben & Jerry's Instagram Activity

Ben & Jerry’s is thanking its Instagram followers around the world by turning some of their photos into ads that will appear in local media in the fans’ own neighborhoods.

The brand -- which currently has nearly 124,000 Instagram followers who “like” its photos nearly 5,000 times per day -- is encouraging them to submit photos that “best capture the euphoric feeling that comes with eating Ben & Jerry’s,” and tag them with #captureeuphoria.

Between November and January, Ben & Jerry’s will select about 20 of the photos, and its ad agency, Silver + Partners, will turn them into “thank-you” ads. Each ad will appear in media in the photographer-fan’s area (such as a local newspaper or magazine, a bus shelter or a billboard).

 The program is running in a number of the 26 countries in which Ben & Jerry’s is sold. In addition, all of the tagged photos will appear in a photo gallery on the “Capture Euphoria” promotion’s site.