How do you make a generation who has been targeted by ads their entire life and can smell a promotional ploy or phony message from miles away, actually engage with a brand’s social media marketing? You disguise it as a game. Therefore, we created a bunch of interactive games for Wolt’s Instagram Stories by using the existing mechanisms of Instagram as gamifying tools. No fancy coding needed.
As engagement results in higher awareness, positive attitude to the brand and higher buying intent, our task was to make a campaign that would make a younger audience interact with Wolt on Instagram.
Young people love mobile games. When browsing through IG Stories you can tap on the screen to move forward, swipe to see the next story and hold on the screen to pause. Surely there had to be a way to make use of these mechanisms in a more ingenious way.
Wolt could use these functions to make short, interactive games for their audience on IG Stories. Thus, Wolt didn’t even need to develop advanced games - they just had to use the already existing mechanisms creatively.
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