Imposters depicts true con artists, but social media has created a world where we all pull off little cons every day—posting ‘latergrams’, filtering the perfect Instagram selfie, and more. At SXSW, Bravo launched InstaCON by Imposters—a stunt that immersed SXSWers in what it feels like to pull off a con. Three elaborate sets were installed in a parking lot in Austin, where attendees could get their photos taken. Everyone who entered the sets received two photos: one that was cropped perfectly so it appeared they were in a “baller” situation (luxury yacht, private jet or lavish ice hotel), and a second photo that was zoomed out to reveal their con. Attendees were encouraged to expose their cons using #ImpostersSweepstakes for a chance to win a luxury travel experience of their own, inspired by the sets. The winner of the #ImpostersSweepstakes was announced on-air during the Season 2 Premiere.

InstaCON by Imposters was launched and promoted across a range of digital touchpoints. Leading up to SXSW, paid social ads across Facebook/Instagram/Twitter were geo-targeted to the Austin area to drive awareness of the activation. Press & lifestyle influencers were invited to attend a preview of InstaCON before it opened to the public—creating personalized content from the sets to share with their readers & followers to extend the reach of the activation nationally. Once consumers arrived and took their photos, they were re-contacted with a custom email, sharing their photos with information about the #ImpostersSweepstakes. Ultimately, attendees were encouraged to tune-in to the Premiere, to find out who won.

InstaCON by Imposters was specifically activated at SXSW to encourage buzz and drive word-of-mouth. The activity generated over 120MM impressions across Press, Influencers and Social with publications such as AdAge, Adweek and more writing about the activity & aiding in driving awareness for the show. Following SXSW, Imposters had been talked about on social media 7% more than it was in all of Season 1 proving we effectively accomplished our goal of driving buzz.