The world’s first Instagram game is part of the brand’s Predator Instinct campaign
The Adidas Polska Instagram account has launched what it has described as the world’s first interactive game on the site for the brand’s new Predator Instinct shoes. With the creative concept and technology developed by Isobar Poland, it targets a younger and active social media and mobile audience.
The picture-matching contest is taking place on Adidas’ official Polska Instagram profile (@ADIDAS_PL). In the gallery, users can find the abbreviated contest rules, password of the day and nine pictures showing the Predator Instinct shoe. This model of shoe has been designed for players whose instinct takes over and guides them to victory.
The nine photos posted on the account are important for players, as they will link to other profiles tagged by Adidas. If users click on these they will be taken to galleries where the password of the day will be hidden. Within these other profiles are numbered pieces of the four-part password combination.
The task for users is to use the set of clues to find all four elements of the password and “like” them in the correct order. Each day the first person to “like” the right pictures in the right order and create the password of the day will receive a pair of the Predator Instinct shoes worth $200 as the top prize. The next ten players to crack the password will each receive a branded Adidas soccer ball as a runners up prize.
To encourage more people to participate in the game, Adidas Polska has invited the popular journalist in the football community Michał Pol and Warsaw football club Legia player Jakub Kosecki to get involved by promoting the interactive contest on their private online profiles. The brand has also collaborated with Carat for additional social media promotion. The challenge began this week and runs until September 3rd, with a new game starting each day at 11am when the fresh password clues are revealed.