MULTI MILLIONAIRE - INSTAGRAM CONTEST
The Instagram Scavenger Hunt.
As part of the launch for the new instant scratch ticket - Multi Millionaire - OLG's Instagram account was transformed to look like an airline seating chart. Followers had to search through the isles (swipe through photos) to find the hidden first class seat for a chance to win an upgrade. The instagram Instant Upgrade contest ran in unison with a broader TV campaign. See below.
1 - The first photo in a post is part of the seating chart.
2 - Swiping reveals seats.
3 - More seats.
4 - When a first class seat with the instant ticket is found liking it becomes the entry into the contest.
This seat is taken - We made sure to add every seat on the plane.
The contest ran for 4 weeks. Each week more rows were added to OLG's Instagram account and more people won upgrades.
SOCIAL RESULTS:
OLG saw an increased uptake of over 300% during the contest.
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