Brands are increasingly becoming co-created with customers, a trend which made Foap launch a concept called photo missions. The idea behind this concept is that companies can use this tool as a way of engagement marketing. Firms can post a mission to build specific marketing content. It’s up to the customers how to translate this into meaningful pictures. The winner gets a cash price which is 50% of the sale of the photo and in return the firm gets the photo material which is used for advertisement purposes.

Foap’s website shows that it has the brands Rebel, Puma, Interflora, VisitSweden and Hattrick as partners for the photo mission contest. The step to include brand missions seems logical in this era where crowdsourcing, co-creation and engagement marketing are booming concepts.