To draw Facebook community’s attention in a new way, Johnnie Walker introdcues a new application developed by Bartle Bogle Hegarty on its global Facebook page which allows unveiling users’ Instagram photos to thousands of fans. 

Photo: Johnnie Walker Facebook Timeline, clickable

The ‘Interactive Timeline’ enables fans to contribute their Instagram images to the cover photo. The whiskey maker has tapped three photographers famous within Instagram community to make art images for the app launch. The launch campaign was developed by Edelman London and the brand’s Global Marketing Manager Alain Dibo.

The three photographers will be taken on four different inspirational brand related journeys to make photos and tell users stories through these images.

One of the participants is Chris Ozer, @chrisozer, who has over 150,000 followers and is one of the early adopters of Instagram, he will visit Johnnie Walker distillery in Scotland. The second curator is Phil Gonzalez, @philgonzalez, the founder of Instagram community Instagramers who will be capturing F1 and the Vodafone McLaren Mercedes team sponsorsed by Johnnie Walker. The third photographer is Athipan Wongsuebyut, @awnoom, he is one of the most influential Instagrammers in Asia, and was recently profiled on the official Instagram blog. He will make a trip to Shanghai, one of the brand’s most profitable markets, and capture the launch of a new luxury product.

Facebook fans are also invited to capture Instagram images inspired by Johnnie Walker for a chance to see it on the brand’s Facebook cover photo starting late September.

“Our global Facebook page is a place to share and be inspired so we are always looking for ways to immerse and include our fans in the Johnnie Walker brand, rather than broadcasting our story. The new app allows us to do that in a simple, visual way by unleashing the creativity of our Facebook and Instagram communities to create a stream of images which represent the progress we stand for. Having seen some of the incredible Johnnie Walker images already on Instagram and knowing how passionate our fans are, we are excited to see what they will come up with,” said Gavin Pike, Global Brand Director at Johnnie Walker.