Target-owned delivery service Shipt kicked off its first Instagram dance contest, dubbed the “Shipt Shuffle Challenge”. The initiative gives back-to-school shoppers the opportunity to win a year’s membership and $5,000 worth of groceries and school supplies. Shipt launched the dance challenge with help from Full House star Candace Cameron Bure, who posted the choreographed dance on her Instagram page. Other users can enter by following Shipt’s profile and posting the dance on their own Story or Reel. Entrants must include the hashtags #ShiptShuffle and #Sweepstakes to be fully considered for the contest. The 15-second dance mirrors those of branded challenges often seen on TikTok, such as Aldo’s recent #StepIntoLove dance challenge.
Shipt’s new campaign is notably one of the first to run on Reels, which is seen as a direct competitor to TikTok. With TikTok’s future in the U.S. unclear, it makes sense that Shipt would shift to Instagram to build a following with consumers. Shipt’s sweepstakes taps into one of the largest consumer trends during the Coronavirus pandemic—grocery delivery. By offering a year’s worth of free delivery and groceries, Shipt could incentivize Instagram users from around the country to partake in its campaign. Additionally, Shipt often partners with other brands to fulfill orders, so its challenge could motivate others to partner with the service, according to a Gartner report. Having users share the dance challenge to their own accounts could also help broaden Shipt’s reach to connect with a larger audience. Creating a shareable activity that consumers can easily do on their smartphones allows Shipt to interact with consumers in a space they are frequenting while home during the pandemic, which in turn could boost its engagement rates.
Consumers have danced across platforms during the Coronavirus pandemic as they look for ways to stay entertained. With the back-to-school season in full swing, Shipt can now use the viral dancing trend to its advantage as it engages consumers at home. By showing Reels’ contest capabilities, Shipt could also inspire other brands to take the feature for a spin.