Volkswagen of America is leading Instagrammers on a 21-day ‘Rule the Road’ scavenger hunt as part of its 2018 Tiguan campaign.
The social experience incorporates elements from the campaign’s original launch spot, ‘The New King,’ including an inflatable gorilla, the actress who plays the driver, and her Tiguan as she races through the city.
For 21 days, fans can participate in the scavenger hunt to chase down the new Tiguan and win daily prizes for their efforts. Every day at 1pm ET, a clue will appear on the daily hunt tile on the @VWRuleTheRoadInstagram page. Using that clue, players will then have to find the hidden Tiguan within the tiles using the carousel feature. There are Tiguans everywhere but only one is the right one. Once users find the hidden Tiguan, they must take a screenshot of the Tiguan and direct message it to @VWRuleTheRoad for a chance to win a daily prize and qualify to enter the grand prize drawing. The grand prize consists of a 10-day trip to San Francisco, Miami, and New York.
“For the 2018 Tiguan SUV launch, we wanted to engage our fans in a way that’s never been done before,” said Jennifer Clayton, director of marketing communications and media at Volkswagen USA. “To create something both technically and creatively unique to the Instagram platform, we’ll engage users by inviting them to search for the Tiguan hidden within the tiles of the experience where they’ll also find rewards and prizes.”
The broader Tiguan campaign, developed by Volkswagen’s creative agency of record, Deutsch, includes three national TV spots directed by Noam Murro of Biscuit Filmworks. The effort kicked off with 'The New King,' followed by 'Top of the Food Chain' and 'Nuts' spots that highlight new features on the auto. Additional elements include cinema, digital pre-roll, print, and digital banners.
“To cement the positioning of ‘The New King of the Concrete Jungle,’ we built a living, breathing city that lives up to that statement in every sense of the expression,” said Todd Riddle, executive creative director at Deutsch. “We wanted to push the boundaries of the platform as far as we could without breaking it. I don't believe there's a native Instagram feature or behavior we’re not tapping into for this experience.”
The Rule the Road experience will run through October 5.