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Ted Baker runs Instagram treasure hunt with #TedsElfie Christmas campaign


Ted Baker has launched an Instagram-based game for the festive season.

To set the scene: Santa’s seven elves have gone missing – the last time they were all seen together was in last night’s #elfie (yes) that Santa took.

So now, fans are invited to help locate them. The starting point is @TedsElfie, where a series of illustrated winter wonderland images have been curated to look like a puzzle board.

Clicking on each inevitably reveals a comment with detail as to whether or not you’re close to finding the elves; hit certain squares and you’re encouraged to head to other accounts, like @journey_east or @wander_westward when in the forest, both of which also have their own puzzle boards to explore, like a continuing ‘choose your own adventure’-style game.


Despite a series of dead-ends, the experience every now and again comes up trumps with gifts on offer for those participating. “You deserve a treat after all this searching,” says one square a few accounts through. “Leave a comment on this image with #TedsElfie and you could win 1 of those Ted Baker hip flasks buried in the snow.”

Further accounts to discover from the village on the first screen include @explore_the_streets and @find_a_christmas_market, where further gifts including bracelets and tiepins exist. We also spotted tote bags, wash bags and scarf sets, as well as more experiences with snowballs, snowmen, a carnival and a busy town square to explore.

Those who find the elves are in for bigger treats again, including a trip to see the Northern Lights. The adventure is being updated over a three-week period with new clues for finding the missing elves.

Craig Smith, brand communication director at Ted Baker, said: “Digital is a key element of our global marketing strategy at Ted Baker, which meant it was important to create a campaign that would have real standout. Using Instagram in this exciting and engaging way allows us to interact with both our existing and new audiences in Ted’s innovative manner.”

The campaign was created by Poke London.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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