After all the stress tests and sign-offs, it was time to debut our updated look alongside our new mission: for everyone to start opening the door to opportunity. Since we wanted our online audience to actually go do things, I pitched through the big idea of Instagram stories that swipe up and literally take you somewhere. We called these mini-activations “Instant Opportunities”.

During Austin City Limits and Voodoo Festival, we offered locals opportunities an Uber away. In Austin, we rented every kayak and paddle board on Lady Bird Lake along with a taco truck. In New Orleans, we gave away 3-day passes to the festival. Each opportunity was time-sensitive, and only available via IG stories. Using custom “deep links” that automatically set the destination in the Uber app, all people had to do was swipe up and call the Uber.

Ok, so–not that it matters, but “Instant Opp” was also a proof of concept for my much larger idea of developing instantly actionable CTA’s both online and OOH. I wanted to combine deep links with highly modified QR codes to create ads that could call you a ride using your native smartphone camera app.

Try it for yourself:

(Open any camera app. Point at either image. Follow the pop-up.)

Think–airport signage that would open the app to walking directions for the nearest pickup point, ads in tourist-dense locations for nearby attractions, ads for pop-up events, deliver/distribute promo codes, and it could even technically be used as a ticketing system.

This is what I do for fun. I’m a hit at parties.