Mind Games on Rails

LTG Link celebrated Lithuania's 35th Independence anniversary with the "Freedom Travels by Train" campaign. It connected Lithuania's railway history with its independence story - the first train after independence arrived from Kaunas to Vilnius, and railway stations were once crucial information hubs.

From March 1-11, travelers who purchased tickets online could win a 350€ travel voucher. The campaign's most powerful engagement tool was our daily riddles posted on social media. Each riddle - whether about independence history or playful train questions - attracted over 100 comments per post, with people eagerly competing to win daily prizes.

We define riddles as a kind of mental gymnastics and a game in which an object that needs to be guessed is described indirectly.

• "The number isn't round, but important to Lithuania's freedom" - Answer: 22:44

• "The first to arrive in Vilnius after freedom" - Answer: Train from Kaunas

• "Not a weapon, but defended, not a shield, but protected" - Answer: Song

• "Metal bird sends news to the world" - Answer: Antenna

• "Two brothers run, chasing each other" - Answer: Railway tracks

• "Not a bee, but buzzes, not a bird, but flies" - Answer: Express train

• "Striped sleeps, dreams on rails" - Answer: Railway crossing

• "Metal dragon coughs, passengers jump" - Answer: Brakes

Some of our most successful riddles like "The first to arrive in Vilnius after freedom" and "Two brothers run, chasing each other" sparked enthusiastic participation across platforms.The campaign's success story is told through numbers that consistently outperformed every KPI we had established.