Joby - #JobyPhoto Social Competition - Factory Media

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Case Study

Joby – #JobyPhoto Social Competition

Hosting a photo competition across 6 of our most vibrant, youthful and exciting Factory Media-owned titles to generate massive visibility and engagement for Joby.


Joby, the inventor of the photography tripod staple, the Gorillapod, were eager to reach out and engage with action sports fans by offering an irresistible competition to the Factory Media audience. A chance to win Joby’s Smartphone Gorillapod range… plus £500.

The vibrant world of action sports is one of the most creative communities; alive with youth culture, and filled with huge showmanship, and equally huge personalities to boot. Mountain bikers, BMXers, surfers and skateboarders jump at the opportunity to showcase their skills on camera and the chance to win a cash prize and other goodies was too good to resist.

The range of accessories for your Smartphone instantly appeals to our tech-savvy audience, and the on-the-go nature of action sports means that a small transportable tripod like the Gorillapod, that grips to anything, is a smart choice.


Some of the most successful competitions hosted on social media are the simplest, yet targeted at precisely the perfect audiences.

Over a 5 week period, we brought together 6 of our most successful titles and using the handle #JobyPhoto, we released the hounds across Facebook and Instagram. Entrants submitted their best photos by simply using the hashtag.

Social video teasers were released to stoke enthusiasm for the competition, as well as curated flyers for each of the brands to reach out to that particular demographic.

Photos would then be judged on composition, radness, and originality by our team of editors.

There were three different categories to be entered…


Featured on: Dirt and RideUK BMX


Featured on: Sidewalk and Kingpin


Featured on: Surf Europe and Cooler Magazine

And finally, the winners would receive network-wide fame by having their pictures hosted on Mpora in the ‘Winners’ Article’.


Turns out our readers are a seriously talented bunch. The standard of the entries was ridiculously high.

During the duration of the competition, to keep interest high, 6 editorial articles for each category were put together, hosting ‘favourite entries so far’: Mountain biking BMXSkateboardingSurfFemale-specific 

And as a result, after a difficult decision of going through 1,700 individual competition entries across Facebook and Instagram, each with merit, the winners for each category were agreed…


Photo by Paul White 


Photo by Tim Smith 


Photo by Marco Gonçalves

The entire campaign saw a reach of 435K on Facebook, and attracted entries across an enormous variety of people: beginner surfers on their first day on the beach, through to competitive mountain bikers going for gold.

Mpora happily announced the final results, and the competition winners were delighted to have been chosen and shared the stories behind their photo.

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