Roots Canada turned 40 this year, and this Instagram-based contest was conceptualized to help them celebrate. Along with their XL (40 in Roman numerals) capsule collection, a concert was planned to take place on Toronto Island, with users voting for the headlining band via likes on the @Roots_eXLpedition profile. Admission is free, via an Instagram post of yourself in your favourite Roots gear. The entire contest is contained within the app, with the admission ticket being issued via Instagram Direct Message to the participants that follow @RootsCanada.
