For a recent campaign to promote its summer collection, Ahlens, Sweden’s largest chain of department stores, utilized Instagram to engage with a new audience – youngsters. Ahlens combined social media, gaming and discounts to attract the young consumers. The brand created a gamified challenge using only Instagram and smartphone screenshot functionality. How did it work? Ahlens produced three separate Instagram videos, in which products flashed by at high speed, and if viewers were quick enough to snapshot an item, they could purchase it at half-price. To collect the discount, they were asked to post the screenshot captured and hashtag it #AhlensDumpaMig. Campaign presence continued post-checkout, as people started tagging their friends to spread the message. Ahlen’s spin on the modern-day coupon is a great example of how brands can elevate social platforms in an engaging way to reel in an audience. Watch the campaign in action here.