Singapore Airlines - Instagram Puzzle

Singapore Airlines - Instagram Puzzle

Singapore Airlines – which has become a lot more playful in social media in recent months – has turned to image-sharing social network Instagram to tease consumers about its new Premium Economy product launch.

The airline hinted at a big announcement when it encouraged fans on Facebook and Twitter to click a link to its Instagram account.

Shortly before unveiling the puzzle, the airline also posted a 15-second video on its social channels teasing fans that “something’s bubbling at #SingaporeAirlines.”

Those who visited SIA’s Instagram page were invited to solve an Instagram puzzle by guessing which picture could be made out of a number of scrambled image tiles.

Those who arranged the image tiles correctly were shown the full picture of the new seat ahead of the offical announcement the next day. Those who didn’t were taken back to the main grid.

As far as we know, Instagram has never been used to launch a product this way before, and the puzzle is a smart way to tap into the public’s sense of curiosity. While neither the hunt nor the picture were particularly difficult to solve, it was a clever way to highlight the airline’s social media presence and engage customers on the various channels.

The Instagram puzzle is the first phase of a multi-month campaign that will see a digitally led product rollout.