A Connecticut paint store has come up with a clever way to boost social media engagement and increase store traffic: a weekly fill-in-the-blank game on their Facebook page.

Looking to grow the company’s social media pages, Country Paint and Hardware manager, Denise Fee, created an interactive social media game entitled, “#fridayfun.”

Each post features a fill-in-the-blank guessing game, with the answer being a product in Country Paint’s store aisles. Customers can visit the store to search for the item and comment on the post to guess the answer.

Fee chose items from all 40 aisles for the first 40 posts. After completing all 40 aisles, Fee started working backwards, going through the aisles again. 

Fee generates the ideas for and creates each post herself. The series has brought in more customers into the store and Country Paint’s loyal followers look forward to the posts each week.

“While we don’t have formal data on how many folks are playing along, we’ve had plenty of customers come in asking about the answer or heading straight to the featured aisle to try and solve the riddle,” Fee says. “It’s become a bit of a scavenger hunt tradition.”

Currently, the game winners just get bragging rights, but that may change in the future.

“We’re thinking about offering a small prize to the first correct guess each week or drawing a winner from those who participate—it’s a fun way to keep the momentum going and reward the engagement,” Fee says.