Instagram is undeniably a great mobile platform. The only drawback? While the shots are really stunning, they are also really small. And painfully low res. Not always the best showcase for Minnesota’s gorgeous landscapes and rich culture. We sought an idea that could share those same images on a scale that matched the passion people clearly feel for Minnesota.  

Enter the world’s first InstaMurals. Based on comments and likes, we took popular images from the #OnlyInMN feed and supersized them onto buildings in our key markets, creating visual landmarks that inspired even more sharing.

Working with muralists in Chicago and Denver, we scaled up 7-by-7-centimeter images to 20-by-20-meter murals, creating a virtual Instagram feed in the real world.

These installations, along with other campaign elements, have inspired more than 300,000 uses of the hashtag #OnlyInMN, garnering millions of impressions and helping to bring $75 in tourism revenue for every $1 of spend.