RIYADH: The Saudi Tourism Authority transformed one of the World Cup’s most recognizable match-day moments into a real-time social activation, using the tournament’s three-minute hydration breaks as the inspiration for a live Instagram competition promoting travel experiences across Saudi. Launched under the Saudi, Welcome to Arabia brand, The Real Hydration Break centered on a simple mechanic inspired by the duration of a World Cup hydration break. To enter, participants tagged the person they wanted to travel with and shared why they wanted to experience Saudi together.