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.
This Gen Z agency ‘eliminates the learning curve’ to connect brands with its generation
CarsonDoyle is an agency built by Gen Zers and is pitching clients on working with them to authentically connect with their generation.
‘Seeing the shift’: As theaters open up, studios are starting to promote theatrical movie marketing again
Some agency execs, who work with major movie studios, are bullish about a return to theaters as well as a resurgence of marketing of the theatrical experience.
‘Throwing spaghetti against the wall’: Why marketers are expanding experimental budget testing
Consumers are spending significantly more time online to shop, stream and connect with others, forcing marketers to be flexible and diversify their media spend.
SponsoredHow brands are driving e-commerce with content and testing in 2021
Peacock Alley is known for its curated collection of luxury bedding. As the company transformed from a wholesale business model to an e-commerce contender, its two-shoots-a-year creative plans had to change with it. To keep up with the increasing demand for photos and reviews and campaign collateral of all kinds, Peacock Alley turned to user-generated […]
‘There’s no stopping work’: Confessions of an agency exec on lack of boundaries, time off amid the pandemic
In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from an agency exec about the need for more boundaries and time off for the sake of mental health.
Brands bet on texts to pique customers’ interest amidst digital marketing upheaval
The messages app is starting to become the sought-after piece of digital real estate among brands and retailers.