Saudi Tourism Authority transformed the FIFA World Cup’s three-minute hydration break into a live Instagram competition promoting Saudi travel.
Held from July 11 to 19 under the Saudi, Welcome to Arabia brand, The Real Hydration Break invited participants over two competitions. The semi-final activation offered a luxury escape to The Red Sea, while the final awarded a trip to AquArabia, the region’s largest water theme park.
The campaign generated more than three million video views and attracted over 3,000 entries. Participants shared personal travel stories involving honeymoons, graduations and family reunions. After several entrants missed the final response window, a UK couple claimed the prize within 15 seconds.