Heineken has created an Instagram scavenger hunt to give fans the chance to win tickets to the U.S. Open Men’s Final. In collaboration with Wieden+Kennedy, they turned an Instagram feed on its side to display a horizontal mosaic. Fans are encouraged to look for clues from the app to find the tickets.
Hidden in the flipped image of a crowd are nine pairs of tickets to the U.S. Open. The photo hunt for each pair starts with a clue and a codeword posted on the Instagram feed.
The clue references another fan somewhere in the stands. Fans need to turn their phone sideways and scroll across the giant panoramic mosaic, then click to zoom in on the different photos to find the fan mentioned in the clue.
Once they’ve found them, they can look in the caption for the next clue. If they follow all the clues to the last photo and are the first to comment with the codeword, they could win the tickets.