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Smokey Bones taps users to grow its geolocations tags via a contest

Chain restaurant Smokey Bones Bar and Fire Grill has launched a creative push to grow its geolocation tags on Instagram involving a contest that encourages customers to upload photos of their unique burger creations with their location. 

As location tags become a key part of social media presence, the restaurant is hoping to grow its geolocation tags with quality, user-generated images on Instagram by offering the chance to win a prize to those that participate. The contest is encouraging visitors that are taking advantage of the grill?s extensive burger ingredient options to share photos of their food and tag the location as well as Smokey Bones? official hashtag. 

"I'd worry about this campaign if it was aiming to change behavior by asking people to post pictures of food," said Jeff Hasen, Founder of Gotta Mobilize. "Of course, that comes daily. 

"This brings elements of individuality and creativity which appeals to many on Instagram," he said 

Smokey Bones' social media

Users must use the restaurant?s geolocation tag as well as the hashtag #SBPimpMyPatty to be eligible to win. The entry with the best burger photo will win $2,500, and the top five participants will receive $500 each. 

The winners will be notified through a comment on their Instagram post. Users can post from any Smokey Bones location throughout the country. 

User-generated Instagram
A recent deluge of me-too selfie campaigns lack the kind of authenticity required for success, but Snickers hit the nail on the head by updating its popular ?You?re Not You When You?re Hungry? campaign for the mobile era (see more).

Similarly, Coca-Cola tapped into the frenzy surrounding basketball player and Sprite brand ambassador LeBron James and his team's National Basketball Association Finals win through a millennial-centric call to action in which users share videos of their own handshakes inspired by the famous athlete (see more). 

"A geotagging component enables the brand to localize future outreach?" Mr. Hasen said. "This is an iteration of what we originally saw with SMS-driven programs. 

"By asking for a zip code in response to a call to action, brands were able to send tailored information and offers," he said.