Inspired by the format of a choose-your-own-adventure story, Old Spice replicated the experience with a fun Instagram adventure.
The story unfolds on the social platform with the use of the tagging feature, leading social adventurers on a quest that involves robots, monsters and plenty of humor. Each photo upload for this campaign is set in a comic book style, which plays up the nostalgia factor for embarking on one of these kinds of adventures as a kid.
Other inventive uses of Instagram for marketing include IKEA turning the platform into an interactive product catalog and Indigo’s Like2Buy bookstore that makes it possible for book-lovers to shop through the photo-sharing platform. Others that have taken fans on a similar kind of social adventure on Instagram include TSFF, Ted Baker and a book promotion for a haunting novel called 'Thirteen.'
Custom Comic Campaigns
Old Spice's Instagram Adventure Has Fans Build Their Own Epic Story
Trend Themes
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Interactive Instagram Campaigns — Like Old Spice, other brands can use Instagram's interactive features for creative marketing campaigns.
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Choose-your-own-adventure Style Storytelling — More brands can explore using interactive storytelling to engage their audience in a fun and immersive way.
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Nostalgia Marketing — Campaigns that play up the nostalgia factor by incorporating elements from childhood, like comic books, can be effective.
Industry Implications
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Personal Care — Personal care brands can take inspiration from Old Spice's interactive Instagram campaign for creative marketing ideas.
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Furniture and Home Goods — IKEA's interactive Instagram product catalog shows the potential for home goods brands to engage with their audience on the platform.
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Publishing — Book promotions, like the one for 'Thirteen,' demonstrate how publishers can use Instagram's interactive features for creative marketing campaigns.