Volkswagen • Digital Launch

We Hacked Instagram
To Launch The Tiguan

Turn Instagram
Into a Full-blown
Scavenger hunt

Turn Instagram
Into a Full-blown
Scavenger Hunt

We built an entire city into the Instagram grid. And within every tile was a Tiguan waiting to be found. Or not. Daily clues led the chase, but 24 different paths made the Tiguan a challenge to find. Every morning a new clue led the way, but only the nimble could keep up and redeem daily prizes.

Reaching our Audience
One-by-One

Reaching our Audience
One-by-One

We couldn't think

of a better mobile

quote to go

on this page.

- Daily Participant

This competition is so cool

and original!! Loving it!!

Keep it up!!!

- Daily Participant

the new king
of the
digital jungle

The new king of the
digital jungle

Results

  • 12.7M

    The number of media
    impressions from
    the launch.
  • Webby Award for best
    use of online media.
  • 150K

    Unique profile
    visitors.

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