The New Yorker Expands Caption Competition Through Instagram

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BBDO New York created a scanning system for the New Yorker to find the entries and add them to the database
The New Yorker Expands Caption Competition Through Instagram
The New Yorker is known for its unparalleled reporting and commentary—and its cartoons. In a partnership with BBDO New York, The New Yorker is expanding its popular Cartoon Caption Contest and will now reach an even larger audience through a clever use of Instagram Stories.
 
Since 2005, The New Yorker’s Cartoon Caption Contest has invited readers to submit a caption for an original cartoon that appears on the last page of every magazine. In that time, TK millions of people have entered, producing TK winners. Previously, submissions were accepted on The New Yorker’s web site, but now it’s even easier to submit: readers can enter the contest via Instagram Stories. 
 
Starting today, December 9th, The New Yorker will post the week’s latest captionless cartoon to Instagram Stories at @newyorkermag. Followers simply screenshot the image, write a caption, and share it on their own profile’s Story using the hashtag #MyNewYorkerCaption. By using the hashtag, the caption is automatically entered into the contest. The week’s finalists and ultimate winner will be drawn from both the web and the Instagram submissions. 


 Behind the scenes, BBDO created a computer program that scans Instagram every day to find entries, decode the captions, and add them to the caption-contest database. 
 
Given the reach of Instagram Stories, each time someone posts a caption, all of their followers will see it—and may even one-up them with a funnier caption of their own. After all, what is social media for if not showing off how witty you are?
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Creative

Creative Agency: BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

Executive Creative Director: Tom Markham

Creative Director, SVP: Damjan Pita

Lead Developer: Alex Massicott

Developer: Nick Russo

Resource Manager: Jimmy McGee

Animator: Bo-Yoon Kim

Jr Interactive Producer: Katie Penna

Head of Innovation, VP: Vishal Dheiman

Corporate Communications Associate: Kaley Turner

The New Yorker

Cartoon Editor, The New Yorker: Emma Allen

Associate Cartoon Editor, The New Yorker: Colin Stokes

Director of Social Media, The New Yorker: Karen Taylor Quinn

Senior Product Manager, The New Yorker: Chelsea Farnham

Software engineers, The New Yorker: Aaron Zick, Yongzhi Huan

Composer: Hans Twite

Categories: Media and Entertainment, Newspapers

BBDO New York, 9 months ago