The Indianapolis Motor Speedway has entered into a deal with social media management company Venueseen to have photos taken at the venerable brickyard to be used in a marketing campaign. As part of the program Venueseen will open its API for the marketing campaign, a possible sign of things to come.
The marketing program, which centers around a sweepstake called Indy500orBust that asks fans to upload photos to Instagram using the hashtag #Indy500orbust. The sweepstakes have not officially been launched and the rules were not up on the site yet but according to a piece in Ad Age the winner of the contest will receive a VIP race experience.
The uploaded images will be given a geotags so that they can be plotted on an interactive map that can be seen at the www.indy500orbust.com site. According to the interview at Ad Age that site will be the only place that the photos will be used.
Move comes at a time when users fearful how their store images will be used
No doubt you have heard about Instagram’s change in its Terms of Use that caused a huge outrage among its users a few weeks ago when users were concerned that the photo sharing site was now declaring that it had the right to use all of your photos. A number of prominent users said that they were pulling their images from the site for fear that they would be used in a manner that they did not approve of or because they did not feel that Instagram had a right to profit from their images.
It only took the company one day to recant that position and go back to its older TOU. However there has been a number of stories since that claim that the site has started to lose appreciable numbers of users due to that misstep, claims that Instagram denies.
Be that as it may, this move could reopen that can of worms. Venueseen claims that its open API will enable other developers to tap into the huge photo catalog and use the images for campaigns, claiming that the images are in the public domain.
It is too bad that this fight has to go on because I like what the Indy 500 is doing and think it will be interesting to track fans and see some of their posts. It will be interesting to see how this plays out over the next few months, with the race slated for late May as usual.
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