The Instagram tennis courts that could take you to the Mutua Madrid Open.

Mutua Madrileña, the official sponsor of Mutua Madrid Open, had 200 tickets to draw among of their followers. To make it even more special, we wanted them to win by testing one of the skills that help tennis players win matches: their ability to anticipate the ball. And we did it in a place where no tennis match had ever been played before, on Instagram.

We created some tennis courts in our Instagram profile. Every day we published a court with two hidden balls, one for the morning match and one for the afternoon match.

To enter the draw, users had to intuit, by leaving a comment, in which area of the court the ball would fall. At the end of the day, we revealed the hidden posts and announced the winners of each court through mentions in the Mutual's stories.

At the end of each game we would reveal where the balls fell. And we made this possible thanks to a great discovery: we used the "Hide post" and "Show post" function, exchanging the post corresponding to the part of the court without the ball for an identical post with the ball.

In the 3 days that the campaign lasted we published 3 tracks, threw 5 balls and achieved the best results in the history of Mutua Madrileña on Instagram.

And most importantly, we got the 200 most avid tennis fans to enjoy the Mutua Madrid Open 2019.

And some of the media echoed the campaign.