Challenge

How could TAG Heuer Japan grow its Instagram presence amongst the Japanese football fan community in a way that was engaging for them, but also conveyed the brand’s essence of ‘never cracking under pressure’?

Idea

Pressure Free Kick turned Instagram Stories into a video game by giving the emoji slider a fresh, new use: a free kick power bar.

Just like the shoot bars you find in football video game franchises, the once-useless slider challenged users to the ultimate test of skill: scoring the free kick that gives their team the winning goal. And scoring tickets to professional soccer matches in the process.

How to play?

Users simply needed to view the Story posted by @tagheuerjapan and choose the precise strength of their free kick on the emoji slider, considering distance, wind speed, and wind direction.

The campaign ran for five days, each day featured unique free kick parameters. The correct power for each free kick was later revealed in a new story and users who’d nailed it won tickets to professional soccer games.

Results

Instagram follower count grew by 43% in just 5 days.

93% completion rate (24% above the industry’s average in the single most important metric for Instagram Stories).

10,000+ free kicks were taken.