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.'