Heineken Creates a New Kind of Scavenger Hunt
You can Pin it “to win it,” and you can crowdsource your Instagram stop-motion shorts and Vine videos. Now add the Instagram scavenger hunt to a growing list of innovative branded visual media campaigns.
Heineken, a sponsor of the US Open, has created an Instagram photo scavenger hunt to give its fans a chance to win two tickets to the US Open Men’s Final.
The contest, created with the help of agency Weiden + Kennedy New York, begins today and is called “Crack the US Open.” To get access to the special Instagram scavenger hunt board, you must be 21 and over and you have to follow @Crack_the_US _Open on Instagram. What is neat about this use of Instagram is that it turns the Instagram feed into a mosaic tool. To play, you have to go to @Crack_the_US _Open on Instagram and then turn your phone 90 degrees to view the special panoramic, mosaic image of tennis fans in the stadium. Scroll through the over 200 stadium images and read the image captions to find scavenger hunt clues.
The first clue will be shared on the official @Heineken_US Instagram and Twitter accounts, along with a codeword that you need to claim the winning tickets. To win, you have to follow the clues that will lead you to different images in the stadium mosaic, and then you have to be the first one to find the last photo and enter the correct codeword in the comments.
Member Exclusive‘Don’t have the luxury of doing good’: The age of dissonance continues at this year’s ANAs — and beyond
When there’s an on-going global pandemic that’s crippling whole brand categories, it was hard to hear the CMOs speaking at the ANAs.
Twitch emerges as rising platform for beauty brands
Twitch’s over 17.5 million daily active users are gaining growing attention from companies well beyond the traditional gaming world.
‘Show we’re listening’: Why agencies are lending office furniture, offering WiFi stipends to employees as new pandemic-era perks
With a hybrid reality in the offing, rethinking perks to include ways to make working from home better for employees has become a focus for leaders.
SponsoredHow artificial intelligence and machine learning power content-first newsrooms
By Chris Nguyen, executive vice president, marketing at Naviga Digital is no longer just a nice addition to a newspaper’s success, but an imperative. While print remains a key source of revenue — capturing both subscriptions and advertising — spending too much time on designing and managing printed editions has become an obstacle to digital transformation. […]
‘Shopping patterns will feel longer and flatter’: Gap’s CMO on preparing for holiday campaigns
Mary Alderete on the upended marketing calendar and Gap’s plans to lean into the extended holiday season this year.
‘Race to deliver’: Pernod Ricard CMO Pam Forbus on a new anti-hate speech initiative and how the coronavirus changed the company’s marketing
Like many marketers, Forbus had to figure out what to do about the Facebook boycott as well as how to pivot the alcohol giant's marketing amid the coronavirus.