Heineken Creates a New Kind of Scavenger Hunt

heinekenYou can Pin it “to win it,”  and you can crowd-source 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, 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, was called “Crack the US Open.”

To get access to the special Instagram scavenger hunt board, you had to be 21 and over and you had to follow @Crack_the_US _Open on Instagram.

What was interesting about this use of Instagram was that it turned the feed into a mosaic tool.

To play, you had 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 was shared on the official Heineken Instagram and Twitter accounts, along with a codeword that you needed to claim the winning tickets.

To win, you had to follow the clues that led you to different images in the stadium mosaic, and then you had to be the first one to find the last photo and enter the correct codeword in the comments.

You must be logged in to post a comment Login