Carlsberg Israel, BBR Saatchi & Saatchi Tapped an iOS 11 Feature for a Viral Facebook Post

The brewer and the ad agency brewed up an interactive Facebook post

iOS users were encouraged to press and hold the red button Carlsberg Israel/BBR Saatchi & Saatchi

When Apple incorporated the ability to turn Live Photos into GIFs in its recently released iOS 11 operating system, Carlsberg Israel saw an opportunity.

The brewer teamed up with BBR Saatchi & Saatchi to incorporate this new live photo option into a Facebook post Sept. 18, marking Rosh Hashanah (Jewish New Year), and the post—which encouraged users to push the red dot and not let go—went viral. Here’s what it looked like:

The technology behind the post is only available to users accessing it via iOS mobile devices, but those users responded, with Carlsberg Israel and BBR Saatchi & Saatchi saying that the post:

  • Reached an engagement rate of 13 percent, topping the brewer’s previous record of 9 percent.
  • Reached more than 250,000 people.
  • Got more than 50,000 clicks.
  • Was interacted with more than 4,000 times.
  • Was shared more than 250 times.

Facebook did not respond to a request for comment on its incorporation of the new iOS 11 feature, but the social network began supporting Apple’s Live Photos in December 2015. David Cohen is editor of Adweek's Social Pro Daily.