# Social Treasure Hunts Ted Baker's Online Treasure Hunt Has Users Virtually Explore Instagram By Laura McQuarrie | Published 2015-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/online-treasure-hunt References: [prexamples](http://prexamples.com/2015/09/ted-baker-creates-engaging-online-treasure-hunt-for-instagram-followers/) & [tedbakerblog](http://tedbakerblog.com/2015/09/explore-teds-cabinet-of-curiosities/) In order to engage and grow its audience on social media organically, luxury British retailer Ted Baker created an online treasure hunt on [Instagram](https://www.trendhunter.com/trends/worlds-smallest). The campaign challenges users to explore 'Ted's Cabinet of Curiosities,' which contains a variety of items that have been collected by the world traveler "Ted." Until the campaign is over, each week the brand posts a photo with a clue that describes one of the items in the cabinet. In order to be eligible to receive prizes from Ted Baker, participants need only comment with their guess and include the campaign hashtag, #Wonders. Although there have been dozens of Instagram campaigns as of late styled like elaborate choose-your-own-adventure stories, Ted's Cabinet of Curiosities is executed in a way that's a lot simpler and equally as intriguing. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 70% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Social Media Treasure Hunts:** Integrating real-life treasure hunt elements into social media can create engagement and growth for brands. - **Online Campaign Gamification:** Integrating game elements into online campaigns can increase user engagement and create brand loyalty. - **Interactive Brand Storytelling:** Using unique and interactive approaches to storytelling can enhance brand recognition and encourage consumer participation. ### Industries Being Reshaped - **Retail:** Retailers can use interactive online campaigns to engage and grow their audience organically. - **Marketing and Advertising:** Marketers can create interactive campaigns for their clients that integrate game elements to increase engagement and customer loyalty. - **Social Media:** Social media platforms can invest in creating tools and features to facilitate interactive storytelling for brands. ## Related on Trend Hunter - [Golden Tickets Treasure Hunts](https://www.trendhunter.com/trends/cj-hendry-x-phillips.md) - [Interactive Luxury Brand Storytelling](https://www.trendhunter.com/trends/mystery-at-the-grooms.md) - [Gamified Shopping Experiences](https://www.trendhunter.com/trends/whats-your-thing-collage-quest.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Multimedia Treasure Hunts](https://www.trendhunter.com/trends/madoks-interactive-treasure-hunt.md) - [Limited Collaborative Streetwear](https://www.trendhunter.com/trends/hiddenny-x-ugg.md) - [Mixed-Reality Treasure Hunts](https://www.trendhunter.com/trends/mixed-reality-treasure-hunt.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [Virtual AR Adventures](https://www.trendhunter.com/trends/ar-treasure-quest.md)