John Jay Insta-Challenge
“Choose Your Own Adventure” Instagram game
Keeping college at the top of mind for incoming students during the summer to promote engagement and prevent disconnect and no-shows for orientation.
We created a groundbreaking “choose your own adventure” Instagram game in which students follow a story and discover a code that is hidden throughout the story.
With a target audience of 1,500 incoming students, there were 650,742 impressions and 5,437 engagements. 288 entries came in the first 36 hours, with over 550 total games completed. An accompanying email campaign had a 95% opt-in rate and 68% open rate. The John Jay College Instagram account had a 9% increase in followers, and the college had a 6% reduction in summer melt. Check out the video!