This interactive Christmas campaign from Ted Baker takes the form of a choose your own adventure style game on Instagram that's being rolled out over the course of three weeks, giving fans the chance to win a variety of prizes.
The #TedsElfie story follows a festive night at the North Pole, where all the elves have suddenly gone missing and all that remains is a mysterious "elfie" that's been taken by Santa. In order to help locate the elves, fans are being asked to hunt through the images, locating Christmas elves in the illustrated images. Pulling up an image of a log cabin for example makes use of the tagging on Instagram to ask if a user wants to check around the back of the cabin or look inside the house.
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