Submit your Concept for an inventive story or engaging experience to create a three-step Instagram Story that will showcase different Chameleon Cold-Brew Coffee products.

Three-step Instagram Story Ads is a brand-new format that allows up to three pieces of media – photo or videos – per Ad. We need your creative help coming up with Concepts on how to apply this new structure to each of Chameleon Cold-Brew Coffee’s three products: Ready to Enjoy (10 oz) bottles, Concentrate (32 oz), and Cold-Brew Kits & Pods. You’ll choose one product for each 3 segment ad Concpet.

You probably already know about Chameleon Cold-Brew Coffee… it’s crafted, high-quality, organic coffee that’s ethically-sourced with super smooth flavor and a bold buzz. We want to continue to spread the good word of Chameleon to the world through unique takes on segmented story telling within the new Instagram Story Ads format. You won’t be shackled to the traditional beginning, middle, and end story structure.  In fact, it doesn’t even have to be a story at all.  It could just be an experience.  

Check out a few examples on how creative branded content can shine in this new medium:

Like this irreverent Gap Ad, serving as a starting point, that showcases both video and endcard executions as well as mimics the Instagram swipe action:

https://business.instagram.com/blog/carousel-ads-for-instagram-stories

Or this inventiveBacardi DJ Story, where tapping left and right bring in new sounds, transforming you into the DJ: 

https://www.youtube.com/watch?v=eHC5pb_ptGM 

We want to encourage viewers to interact with the video, so be creative in how you might incorporate Instagram Story elements available to you detailed in the image below.

What we DON’T want them to do is tap too fast or swipe left on us. 15 seconds is short, so we’re looking for Ideas that will grab the viewer’s attention immediately… but remember you have three consecutive segments – photo or video – that need to land in this way. 

We aren’t looking for anything general, be specific on what each segment will look like.

The goal of this project is to generate Concepts for a sequence of three Instagram Stories that showcase one of three different Chameleon Cold-Brew Coffee Products. Each story should be crafted around one of Chameleon’s products – Ready to Enjoy (10 oz) bottles, Concentrate (32 oz), or Cold-Brew Kits & Pods

Most importantly, each Instagram story will be told in three consecutive videos or photos, rather than one. The three-part sequences behave the same way as any other Stories content – viewers can tap through, swipe back and forth or pause the content whenever they’d like. 

Keep this in mind when describing your specific content Concepts. 

--Key Marketing Messages:

• Organic, Simple Ingredient Label, Consciously-sourced beans
• Chameleon Cold-Brew is the best tasting cold brew out there

--Target Audience:

• Coffee enthusiasts who enjoy experimenting with different types and flavors of coffee. They are health-conscious; willing to pay more for organic. Higher education and income. 
• Chameleon’s target audience wants to leave a positive impact on their life and the lives of others, using experiences along the way to enhance their life and explore who they really are. 
• Should appeal to both women and men.

--Executional Mandatories:

• Ideas should highlight one of either the 10 oz. ready-to-enjoy product, the 32 oz. bottle of concentrate, or the Cold-Brew Pods.
• Ready-to-drink flavors can be consumed straight out of the bottle or mixed with milk.
• Concentrate should always be mixed. When preparing concentrate, recommended mixing is 1:1 concentrate and either water or milk/nut milk.
• Product should never be shown with packaged/processed food.
• Ice cubes don’t need to be used, but should be big 1” square cubes if shown.

--Tone: 

Fun, authentic, honest, original, lighthearted and engaging.

--Exposure: 

Instagram Stories

This Project will be worth a total of $1,250 and consists of 1 Phase: A Concept Phase.  Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA – Tell us your Concept for a three-step Instagram Story in 250 characters or less.  Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Concepts should be clever and engaging.  Five winning Idea creators will receive $250 each. 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or older.  

8. The Sponsor reserves the right to repost the contest at their discretion.

9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.