Nothing drives trial and consideration more than an innovation in the snacking world. With that, Egypt’s favorite chocolate was uniting with its favorite biscuit in a delicious innovation: Cadbury Dairy Milk Oreo. The challenge was, who does the better sell? Cadbury or Oreo? How do we make sure that this product innovation doesn’t steal share of snack in the minds of our youth from either core brand?

Via Instagram tags and pictures we sent two friends on an ultimate mission to a virtual chocolate factory. Starting together, each friend was driven to take separate paths, one through nature and one through a city. Clicking on the nature vs. city on the Instagram post, each friend unlocked clues to collect 44 different letters to complete the magic sentence.

Each visual across both paths drove you to a new Instagram account. Each of our 15 accounts had visuals that when put together in the tile view of their homepage unlocked a new clue.

In the end, when both friends collected the clues through their virtual hunt, they put a sentence together. In this race against time, the power of two unlocked a trip for two to Egypt’s favorite vacation destination.

And the mission drove virtual Instagram friendships across the nation. Oh the magic when two marvelous friends come together!