Consumers are finally getting something in return for their contribution to earned media.
Frozen vegetable brand Birds Eye has launched a pop-up store in London that lets diners pay for their food by taking a picture of it. The Picture House serves Fish Chargrills and Chicken Inspirations, two new items from the brand. Instagram what's on your plate and add #BirdsEyeInspirations and you get a free meal.
In addition, diners will get tutorials from Marie Marte, who is known for her food photography on Instagram.
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Some of the pics that have been posted so far:
Though a free meal is a better prize, Birds Eye isn't the first marketer to use Instagram as payment. Kellogg's Special K carried out a similar stunt last year in Stockholm. New York restaurant Comodo also began offering an Instagram menu in 2012.
Such experiments come as many New York restaurants started banning the practice of "foodstagramming" last year charging that it was too distracting.