Leo Burnett Iberia is running “Jeep Puzzle”, a first of it’s 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. Following connections became navigation. And discovery became play.
It also kept the brand role tight. Jeep did not need to explain features. The landscapes did that. Each completed scene stood for the places “only Jeep can access”, and the reward system (exclusive Jeep Icon T-shirts) made participation feel earned.
What to borrow for social mechanics
- Build the experience out of native 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.