Inshorts has launched an interactive advertising campaign for Prime Video’s ‘The Traitors Season 2’.

According to an Inshorts press release today, users can find clues from the show while scrolling through news stories on the app. Symbols such as a cat, dagger, cloak, shield and the show’s logo will appear in the feed.

Users can tap these symbols to unlock teasers related to the show. This allows users to discover and interact with the campaign instead of simply watching an advertisement.

Rohan Dixit, Associate Director, Brand Solutions, Inshorts Group, said the campaign is based on the theme of mystery and discovery in ‘The Traitors’. He said the campaign was designed to work as an interactive experience rather than a regular advertisement.

Mohammad Patel, Regional Sales Head West, Inshorts Group, said users come to Inshorts to read news, giving brands an opportunity to engage with them while they are actively using the app. He said the campaign encourages users to take part instead of treating the ad as an interruption.

Inshorts said the campaign is part of its advertising approach, which focuses on creating interactive formats that fit naturally into the way users use the platform.