Audi: Instagram Puzzle

On December 14, 2016, Instagram launched their "bookmarks" feature that allows you to save your favorite posts in a separate section of the app.

8 hours later, we used that new functionality to build and launch the first-ever Instagram puzzle. 

We posted 9 pieces of an Audi R8 image in random order on the Audi USA Instagram page. Copy on the images prompted our followers to bookmark each photo to solve the puzzle. If bookmarked in the correct order, the solved puzzle shows up in the user's "saved" tab on their own profile.

3,200 people solved the puzzle and sent us a screenshot in the first 12 hours. 13 people solved it in the first 20 seconds.

Role: Concept, Copy



CD: Guy Lemberg, Adam Ledbury

AD: Gideon Gillard