Leo Burnett Iberia is running “Jeep Puzzle”, a first of its kind online action that turns the microblogging platform Twitter into a real playground.
The competition invites users to complete puzzles using several different images from Twitter profiles. Each puzzle represents landscapes which only Jeep can access. Users who complete any of the puzzles can win prizes including T-shirts with the exclusive Jeep Icon design.
Leo Burnett Iberia created more than 371 Twitter profiles in order to include all the puzzles and their pieces. Ten main Twitter profiles each follow 36 profiles!
- @waterfallpuzzle
- @beachpuzzle
- @desertpuzzle
- @mountainspuzzle
- @icebergpuzzle
- @forestpuzzle
- @snowpuzzle
- @volcanopuzzle
- @rockspuzzle
- @cavepuzzle
Why this worked on Twitter
The clever part is that the “platform limitation” became the mechanic. Instead of treating Twitter profiles as static identity pages, the campaign used profile images as modular puzzle tiles and turned the setup into a platform-native mechanic, meaning an experience built from the platform’s own features. Following connections became navigation, and discovery became play. That works because it turns a basic Twitter behavior into visible progress.
Extractable takeaway: When a platform gives you only a few native parts to work with, the stronger move is often to turn those parts into the experience instead of layering on a separate one.
In social platforms, the most reusable mechanics are usually the ones built from features people already understand.
What the brand is really doing here
The real question is whether the platform’s own building blocks can carry the brand promise without extra explanation.
The business intent is to make Jeep’s access story memorable through participation rather than description. This is a strong approach because the experience makes Jeep’s access story felt, not just stated.
What to borrow for social mechanics
- Build the experience out of native platform objects. Here it is profiles and following.
- Make progress visible. Every solved piece changes what the user can see next.
- Let the content carry the brand promise. The landscapes are the message.
A few fast answers before you act
What is Jeep Puzzle?
It is an online competition that turns Twitter into a puzzle playground by spreading puzzle pieces across multiple Twitter profile images.
How do participants play?
They complete puzzles by navigating across profiles and assembling the images that form Jeep-accessible landscapes.
How many profiles were created for the campaign?
More than 371 Twitter profiles were created to host the puzzles and their pieces.
What are the main puzzle hubs?
Ten main Twitter profiles each followed 36 profiles, grouped by landscape themes like waterfall, beach, desert, and more.
What could players win?
Prizes included T-shirts featuring the exclusive Jeep Icon design.