We turned Instagram Stories into a game that told the story of Brazil’s five world titles. In each one, we hid the winning booking references for tickets to watch Brazil’s last game in the playoffs of the World Cup.

Originally, Stories is not a platform for games. We studied all of its functions and tools to determine if it was possible to enable this implementation. Media pieces would take the public inside the game, which began with an explanatory video followed by an animation about the story of the national team’s titles. Among the scenes in this video, hidden digits were hidden that made up the winning booking references. By swiping the screen, they’d have access to a check-in area and the first people to conclude the correct code, would win the prize. The game lasted for five days and each day we told the story of one of the titles and each story brought new digits and, with it, a new chance at winning.

Over 15 million people were impacted, achieving a total of 480 thousand minutes played. Besides the game, the company also impacted positively the public’s engagement with GOL’s profile on Instagram, increasing in 122% the rate of comments on the timeline, a result 15 times greater than the weekly average. All this with a 96% approval rate on interactions about the game.