Volkswagen has launched an Instagram experience as part of the campaign for its latest sports utility vehicle (SUV), the 2018 Tiguan.

The ‘first-of-its-kind’ experience gives US fans the chance to win prizes by taking part in a scavenger hunt to find a hidden Tiguan on the @VWRuleTheRoad Instagram page.

Each day at 1pm ET until 5 October 2017, a clue will appear on the page directing fans to the hidden Tiguan. Once the user has discovered the correct hidden Tiguan, within the tiles on the carousel feature, they have to take a screenshot and direct message it to @VWRuleTheRoad for the chance to win a daily prize, and qualify for the grand prize draw. The grand prize is a 10-day trip to San Francisco, Miami and New York.

“For the 2018 Tiguan SUV launch, we wanted to engage our fans in a way that’s never been done before,” said Jennifer Clayton, director of marketing communications and media at Volkswagen USA. “To create something both technically and creatively unique to the Instagram platform, we’ll engage users by inviting them to search for the Tiguan hidden within the tiles of the experience, where they may also find rewards and prizes.”

The Instagram game is part of Volkswagen’s wider Tiguan campaign, created by creative agency Deutsch, which also includes three national TV spots called ‘The New King’, ‘Top of the Food Chain’, and ‘Nuts’. In addition, the campaign also includes cinema, digital pre-roll, print and digital banner ads.