COMPETITION STRATEGY : COMPETITION MECHANIC : INFORMATION ARCHITECTURE : ART DIRECTION

A bright spark in the Planning department had the ambition to be the first brand to partner up with Instagram for a photographic department. And so Fiestagram was born.

My creative partner and I worked with the team to inform the styling, tone of voice and online ads. We also worked out the competition mechanic.

To try and increase publicity around the competition; we pushed the idea of creating a real gallery populated by the photos submitted on Instagram. We wanted it to consist of a live stream in the space, as well as captured live by a series of web-cams for budding Instagrammers to see their work from anywhere around the world.

We also tried to push a big grand-finale event, where the winners from each country would meet in one city. A social media generated treasure-hunt involving the prize Fiesta and celebrity driver would be the focus of the competition.

The driver would drive around the city, occasionally stopping at key landmarks. They would post a clue or geo-tagged location on a selected media channel. The competitors then have to get to the car, take a photo of it and submit it to Instagram. The competitor who get the most snaps first by the end of the game wins the car