Brands are consistently trying to find innovative ways to engage with consumers on Instagram. Heinken is taking it to a new, creative level with an
The contest, created with Wieden+Kennedy, challenges fans to search a mosaic of Instagram photos for clues that will ultimately lead them to nine pairs of
Unlike the Instagram scavenger hunt Fox put on during Comic-Con, all of the clues in
What's more, the fun factor of the scavenger hunt is such that Heineken is able to generate numerous impressions for its brand without users being forced to think about the "sponsored" nature of the brand's sponsored content.
So far, 47 people commented on the first photo in the scavenger hunt since it began at noon. Here's what the mosaic looks like: