Apple's #ShotOniPhone campaign is a long-term campaign that combines UGC and outdoor advertising.

[AsaduzzamanFoysal]

Apple's #ShotOniPhone
iPhone users can enter a hashtag on social media for a chance to have their photo appear on an Apple billboard.

Below is one of Apple’s summer billboards. Instead of highlighting the device people are using to take photos, Apple uses the photos themselves.

Apple's billboard with a photo of a child in a swimming pool and the list of bahrain consumer email hashtag #ShotOniPhone
Image Source: World Ads

In 2022, the brand asked users to share their best macro photos for that year’s challenge. The social campaign celebrated three elements that made 2cm macro possible: the new lens design, the ability to autofocus in the Ultra Wide format, and more advanced software.

"Share your best iPhone macro photos for Apple's Shot on iPhone Challenge."
The campaign demonstrated the quality of the new iPhone without being overly promotional. It also used gamification to turn the request for photos into a challenge and encourage participation.

There are currently just over 29 million posts on Instagram tagged with #shotoniphone.

#shotoniphone posts on Instagram page
To apply, users must tag the photo on Instagram or send it to Twitter, Weibo, or even via email. They must also have the original shot (to prove they took the image) and easy-to-find contact information so Apple's advertising agency can get in touch with them.

Billboards highlight only shots of the latest iPhone, creating more demand for sales.

What you can do: Engage your audience with a UGC-inspired competition, challenge, or game. Create a fun hashtag around your content so it’s easy for you and others to follow and monitor. Need help choosing keywords? Use Semrush’s Keyword Magic tool to access a vast database of over 24.6 billion global search keywords.