Ben & Jerry's is engaging with its Instagram followers in a global campaign that encourages them to share photos of the euphoric feeling that comes with eating its ice cream. As a result, consumers will have a chance for their creations to appear in the brand's ads. Ben & Jerry's has over 120,000 Instagram followers, and it's asking them to tag photos #captureeuphoria; the best photos will be picked, and featured in ads as a way to thank the photographer for being part of the company's Instagram community. The ads will run in the photographer-fans' local neighborhoods, while all the tagged images will appear in a photo gallery at captureeuphoria.benjerry.com. Approximately 20 fans between November and January will also have their photos on display as "thank you" ads, through Ben & Jerry's agency, Silver + Partners (formerly known as Amalgamated).

To mark the program's kick-off, Ben & Jerry's has already released a video of one fan reacting to see her ad in a local mag.