This Easter, Marks & Spencer Singapore was one of the first few brands to capitalise on the mobile-only Instagram Stories as a platform to deliver an innovative and interactive user engagement campaign. This was achieved along with KRDS Singapore, which recently took over the brand’s social media duties in November 2017.
Leveraging on the forward and backward tap functionality of Instagram Stories, Marks & Spencer Singapore leads you on a playfully immersive digital egg hunt within its flagship Wheelock Place store.
The most unique aspect of the egg hunt experience is that it is user led. The user can select, via forward or backward tapping, the direction they wish to explore in order to find the egg – which is hidden within one of the frames of the Instagram Story. The speed at which the user is able to locate the egg, if they find it at all, is contingent on the decisions the user takes through the game at key points within the egg hunt.
“We wanted to create a mobile first, user-led content. By leveraging on Instagram’s Story feature, we aimed to bring a traditional Easter egg hunt to a digital platform while still retaining the element of a challenge,” said Preetham Venkky, Director at KRDS Asia.