New York underground retail concept The New Stand targeted movie fans with an Oscars-themed Instagram game during last night's Academy Awards.
From 7pm ET last night Instagram, followers of the @thenewstand could join the New Stand team and play #ScreenGrabGame. Users saw a rapid video shuffle of Oscar-themed images playing on loop. Images shown in the shuffle made direct reference to objects from nominated movies or Oscar nominees: for example a gold space suit ("The Martian") a gold typewriter ("Trumbo") or a picture of Leo DiCaprio. If the player screenshotted an image and matched it simultaneously with one from the team at the New Stand, they won a gold-themed prize. These included a gold skateboard, gold headphones and a year's supply of golden grahams.
The #ScreenGrabGame was created by The New Stand and was produced in partnership with agency Kvell. It was aimed at engaging viewers during the Oscars, with the insight "not everyone can win an Oscar but you might as well win something gold."