Adobe, the proud maker of popular software titles such as Photoshop, Illustrator, Acrobat and Flash, worked with interactive advertising agency Traction to create a social media engagement initiative.

Adobe wanted to increase awareness of its discounts for college students. It thought hard and long about the best strategy to do so, taking into consideration the characteristics of its target audience while tailoring an effective, customized method to reach them.

The challenge was clear: Increase awareness among college students for the launch of Adobe Student Editions in North America; we wanted students to know that they can purchase Adobe products at a steep discount for students (up to 80% off the full retail price).

Accordingly, Adobe created a game on Facebook challenging users to spot doctored photos. The core of the campaign was asking fans of the Adobe Students page whether they thought a series of images were “Real or Fake?”

The game lasted for 4 weeks, with 5 photos being posted each week. If a photo had been edited with Photoshop, a tutorial showed how that was done. And, at the end of the game, users were presented with information about Adobe Student Editions and there were 3 primary call-to-actions: 1) “Buy Now”, 2) “Play Again” and 3) “Share” the game with others.

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