Volkswagen Tiguan Sends Fans on a Wacky Instagram Scavenger Hunt
Scavenger Hunt – The Instagram Way
Called “Rule the Road” and played on Instagram, the game has a race-through-the-city format that positions the 2018 Tiguan as a fun, sophisticated car for urbanites. The game drops today at 1 p.m. ET and runs through Oct 5. Daily clues guide users on a search for Tiguans hidden in a bustling metropolis. Once they find the right car, players submit a screenshot for a chance to win prizes, including a 10-day drip to San Francisco, Miami or New York.
In the game, Instagram’s Carousel tiles form a detailed midtown map that contains lots of animated and live-action content. There’s a heated coffee-house debate about which would win a fight, a tiger or an iguana; a trip to the zoo; a visit with construction workers high above the ground; and vignettes featuring the blonde driver from the gorilla commercial (as well as elements from “Nuts,” another current TV ad).
What It Means:
With online formats getting shorter and shorter, people’s attention spans follow suit. In order to break through the competition for attention, brands must build an experience around a clear objective and bake in unexpected moments of joy throughout.