Audi Jumps on Instagram's Brand New 'Bookmarks' Feature With a Social Puzzle

Function Launched Yesterday Allowing Users to Save Posts for Later

Published On
Dec 15, 2016

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Audi was quick off the mark yesterday in creating a social campaign around Instagram's new "bookmarks" feature the same day it launched.

Instagram's new function allows users to save posts for later; bookmarking them will add them to a folder of all the posts they have saved .

Audi and agency Muhtayzik Hoffer used it by posting nine pieces of an R8 image in random order on its Instagram page. Copy on the images prompted the brand's Instagram followers to bookmark each photo in the correct order to solve the puzzle. If done correctly, the solved puzzle shows up in the user's "bookmarks" tab on their own profile.