Faisal Al Bannai, CEO, axiom
axiom has become the first brand to launch a photo-based social media contest related to the #MyDubai initiative.
Powered by youth empowerment organisation Think Up, the competition aims to support the #MyDubai initiative, which was recently launched on social media by His Highness Sheikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai to create an autobiography of Dubai, by the people of Dubai.
Running until 12 March, those who tag their photos of Dubai with #MyDubai and #AxiomThinkUp on Instagram will be automatically entered to win a professional DSLR camera.
“The UAE has one of the world’s highest smartphone penetrations, with young people transforming daily lives into a rich tapestry of digital images,” said Faisal Al Bannai, CEO, axiom. “Our #MyDubai contest not only encourages people to share their love for Dubai and their photography skills, but also to enhance smartphone photography as its own art form.”
As the leading professional Emirati community-building agency, Think Up is providing social media support to drive entrants to the contest. The contest is open to all nationalities and ages, with the winner chosen by a high-profile judging panel.
In just two months, the #MyDubai initiative has generated over 250,000 posts on Instagram. There have also been over 50,000 Twitter mentions and over 349 million Twitter impressions.
axiom and Think Up have a strong collaborative track record, including the recent “Hear Us Sign” campaign, which raised awareness about hearing-impaired youth in the GCC.
More multi-platform events are due in the coming months, as axiom seeks to further enhance its ties with Think Up.