The world’s first interactive Instagram game has been launched according to Adidas Polska.
The picture-matching game is part of a new marketing campaign by the company’s Polish division, which aims to promote the brand’s Predator Instinct Soccer cleats in a way that resonates with a young social media savvy audience.
Developed by Isobar Poland, the game involves a daily hunt for a four part password that is hidden within various tagged profiles. The first person to like the four parts of the password in the correct order each day, receives a $200 pair of Predator shoes. The next 10 players to crack the password receive a branded Adidas soccer ball.
To help spread the word and encourage more people to participate in the interactive contest, Adidas Polska have enlisted popular football journalist Michał Pol and Warsaw football club Legia player Jakub Kosecki to publicise the game on their private profiles.
With facebook contests a common occurence in the social media toolkit, it will be interesting to see how Instagram is adapted and utilised by other brands to help promote their new campaigns.