Adidas Poland Launches Instagram Game to Promote Cleats

Users can win free shoes by liking pics

Putting a unique spin on the "beautiful game," Adidas Poland has found a novel way to get users to like its Adidas Predator soccer cleats. The company claims it has launched the first interactive Instagram game in the form of a picture-matching contest.

To play the Isobar Poland-developed game, users have to go to the Adidas Polska Instagram profile page to find the password of the day. Then, they have to click on photos of the Predator shoes posted on the account, which link to tagged profiles. Hidden within these other accounts are pieces of the four-part password combination. The first person to like the four parts in the correct order each day wins bragging rights and a pair of the shoes, which retail for about $200 to $220. The next 10 runners up will get Adidas soccer balls. The game started Aug. 25 and runs through Sept. 3.

In addition to additional social media promotion led by Carat, soccer journalist Michał Pol and Legi Warsaw midfielder Jakub Kosecki will also push the campaign on their personal online accounts.

The game is part of the company's efforts to reach its young customers, who are very active on social media. The Bavarian-based company launched several Instagram Web series on its American accounts, and has also had success with viral YouTube campaigns. Eager to beat leader Nike, it announced that it will raise its marketing budget by $260 million earlier this month.