A lot of campaigns tap into UGC, but the HitRECord community exists solely because of collaboration: Artists, photographers and more come together to create projects in a new kind of production company headed up by actor Joseph Gordon-Levitt (JGL).
For Father’s Day, they’ve teamed up with Instagram, asking anyone who comes across the post to share a few lines about their dad either written or by video. Then the HitRECord community is going to turn them into short films which Instagram will distribute.
JGL breaks it all down in this video:
This is a fun, creative project that makes sense for both brands and gives them a boost using JGL’s platform, while offering a unique way for kids to celebrate their dads on Father’s Day.
A better hashtag- something more unique to the project- would have been a good choice, however: #DearDad is already in pretty good use, including on some posts for other contests. Awkward and potentially confusing.