Instawalk-Scavenger Hunt

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An immersive adventure for Instagram users in support of Austrian national TV station ORF´s “conspiracy theories” theme week: This interactive Instagram photo walk gives influencers new insights in an entertaining way.

Boosted by globalization and the rise of social media, conspiracy theories are currently going through a „digital renaissance“. Contributing to „Die Weltherrschaft“, a cross-media project of ORF´s cultural department, Netural created this interactive Instawalk to provide a playful approach to the theme.

Creating awareness

Explaining conspiracy theories without being boring or indoctrinating can be quite challenging, but this entertaining scavenger hunt approach really works.

„This project was real fun – for us at least as much as for the participants.“ - Siegfried Steinlechner - ORF Kultur project manager

Be part of the community to understand how it works.

The Instagramers Austria Instagram community supports networking between Austrian Instagramers. Almost every week, the community runs a photo walk somewhere in Austria. Netural social media consultant Birgit Hajek was a co-founder of IgersAustria in 2014 and found the resulting experience and contacts very helpful.

More than “just another Instawalk“

For the “Die Weltherrschaft” project, we took the Instawalk event format to the next level, from simple photo walk to interactive cityscape adventure for Instagram influencers. Some 40 participants went out in groups of up to ten to gather firsthand experience with the anatomy of conspiracy theories. Solving riddles, the Instagramers discovered altogether five stations and, for the grand finale, the entry to the “Secret Lodge”. Here we celebrated the achievements of the fastest participant and revealed the background of the project.

The world is just about enough

This Instawalk produced proud results: With a total coverage of more than 140.000 users, participants reported live from the scavenger hunt, posting some 100 photos and 500 Instagram stories.


Netural GmbH
Peter-Behrens-Platz 2
4020 Linz

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