Wieden+Kennedy have created a hilarious ‘Choose Your Own Adventure’ Instagram adventure for Old Spice by hacking tags. Best played on mobile. Clever, fun way of using Instagram to engage the brand’s customers in a funny, very meta sci-fi brand story. From Creative Review:
The campaign makes clever use of Instagram’s image tagging function to allow Instagrammers to navigate their way through the story. It opens on the image below, which offers the chance for users to ‘go toward light’ or ‘grab old spice’. Depending on the choice made you either meet with a swift demise or are allowed to venture further into the tale. It’s difficult for advertisers to be charming on social media, but this playful approach by Old Spice (and its agency, Wieden + Kennedy Portland) does a good job of drawing users in. Aside from the ‘choose-your-own-adventure’ style, which is absorbing in itself, the brand delivers its campaign with a knowing wink, presuming its audience is savvy about marketing and online advertising, and happy to be in on the joke.