Keeping college at the top of mind for incoming students during the summer when some will disconnect and not show up for orientation.

A choose your own adventure Instagram game in which students follow a story and along the way discover a hidden code.

With a target audience of 1,500 incoming students, over 550 codes were uncovered. In total, the campaign had over 650,000 impressions and 5,400 engagements. The accompanying email campaign had an open rate of 68%—with 95% of students opting-in to continue receiving communication from John Jay College—and a 9% increase in Instagram followers. Check out the video!