Volkswagen of America is hoping to drive consumer engagement for its 2018 Tiguan through the “VW Rule the Road” Instagram experience.

The digital social scavenger hunt incorporates elements from the launch spot titled “The New King,” including the inflatable gorilla, the actress who plays the driver and the Tiguan she races through the city. The experience is part of the car brand’s integrated campaign to launch the new tagline “The New King of the Concrete Jungle.”

Every day at 1 p.m. ET for three weeks, a clue will appear on the daily hunt tile on the @VWRuleTheRoad Instagram page. Using that clue, users will then have to find a hidden Tiguan within the tiles using the carousel feature. There are Tiguan models everywhere, but only one is the right one. Once users find the correct hidden Tiguan, they must take a screenshot of the Tiguan and direct message it to @VWRuleTheRoad for a chance to win a daily prize and a chance to qualify to enter the grand prize drawing. The grand prize consists of a 10-day trip to San Francisco, Miami and New York.

Jennifer Clayton, director of marketing communications and media for Volkswagen of America, told AListDaily that Instagram gives the carmaker access on a one-to-one level with its target audience.

“It gives us an opportunity for deeper engagement with the Volkswagen brand, and extends engagement beyond the typical suite of 30-second TV spots or more traditional digital plays,” Clayton explained. “The exciting creative opportunity was to give people the chance to discover, explore and participate in the story—in an experience we built just for them, in a way that’s not been done before.”

The scavenger hunt is entirely contained within Instagram. Daily prizes range anywhere from $50 to $250, depending on the day, and include brands like Amazon. The idea came from looking at the Tiguan launch campaign as a whole and figuring out how to leverage the idea to fit with how people use social.

“We decided to create a digital scavenger hunt around New York City to further cement our new Tiguan position,” Clayton said. “Rule the Road was created so people could visit, explore and conquer the concrete jungle all through their phones.”

Clayton said Instagram has evolved to become increasingly necessary to maintain relevance through an integrated voice on all platforms, especially for the car category, where the majority of the shopping process happens digitally.

“It’s very important for the brand to assert our point of view and positioning in social,” Clayton said before diving deeper into their target demographic profile.

“The Tiguan target is status conscious, and more likely lives in an urban area because at their current life stage, they’re hyper-focused on their career,” Clayton explained. “They’re trying to make it to the top of their profession to build a life that impresses those around them. They’re constantly learning about new corners of culture via podcasts, art galleries, comedy clubs, concerts and the newest hit shows. But they’re not all serious. Tiguan people love exploring in real life too—from skiing, to attending professional sports games, to traveling . . . The Tiguan audience uses their phone for everything, and Instagram for entertainment, so we created a social experience that meets them where they already are,” she said.

Volkswagen has blanketed broadcast TV with new Tiguan commercials featuring the inflatable gorilla. The spot further drives the Instagram activation with a second-screen lift, Clayton said. They are also running in-feed paid posts on Instagram that drive to the ‘VWRuleTheRoad’ profile.

So far Clayton has seen a positive reaction to both the inflatable gorilla and the actress driving the Tiguan.

“People are deeply engaged in the experience and fully understand how the game works,” Clayton said. “The early days have shown that the requirements of the game are well understood, and people are excited and awaiting the new clues each day—and they’re actively engaging to win the prizes. Early insights from Instagram show that the engaged audience, who are coming back each day, are closely aligned with the Tiguan demo . . . Obviously, it’s impossible to show how driving a Volkswagen feels digitally, but we wanted to assert our brand positioning by creating an experience that was fun and exploratory.”