By Rebecca Stewart

Capital Radio is playing with hidden content on Instagram to promote its Jingle Bell Ball concert.

The new format invites followers to ‘ReGram’ celebrity images from Capital’s feed and use Instagram’s native filters to reveal secret messages.

The photos will run ahead of the event tomorrow (6 December). Justin Beiber, Calvin Harris and Little Mix are among some of the names headlining the annual show, and the Global-owned brand said it wants to put “audience reward” at the heart of the campaign.

All artists featured on Instagram will be performing at the gig and the content revealed via the filters are real Read full story ›

Source: The Drum