Destination Unknown: A Dutch Airport Instagram Game

May 20 • Instagram, Social Media • 1914 Views

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Is there nothing the Dutch can’t make more interesting?

 

For frequent fliers, there are only two types of airports: those that delight and those that make you feel like you are in the deepest, darkest circle of Hell. If you don’t travel enough to know which is which, just wait to see if your friends excitedly ask you to pick up something for them in the terminal shops. If they don’t, make sure your iPad is charged up. Regardless, for most people, airports are just a means to an end and Social Media Darling-status often goes to airlines.

 

Amsterdam’s Schipol Airport aims to change that with Destination Unknown, a first-of-its-kind game that pulls user-generated Instagram images to stump players into guessing over 300 Schipol Aiport destinations. Hints are provided, such as the local time and airlines that travel to the given destination, but as I discovered after an hour of lost productivity, an Italian restaurant can just as easily be located in Bucharest as Palermo. This isn’t just a way to pass time though—if you are among the top 50 players, you will have a chance to win two free tickets to a destination of your choice.

 

Destination Unknown

 

Destination Unknown is the brainchild of two leading agencies. While Superhero Cheesecake was busy creating a slick, diamond-gridded user interface that works across all platforms, BBDO created a content management system that toggles and assigns hashtags to the 40k+ global images Instagram receives every second. So not only are users seeing locales through the eyes of travelers, but they are learning that Schipol can help get them there. That’s an appealing message whether you’re in Schipol or just sitting in the office, planning your vacation.

 

Destination Unknown 3

 

 

Destination Unknown 4

 

 

 

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