Creative agency Ralph put together an elaborate and interactive choose your own adventure on Instagram to immerse fans in the universe of ‘Thirteen,’ a book by Tom Hoyle. The book centers around Adam, a boy targeted by a cult that believes he must be killed because of his particular birthdate. The interactive Instagram game follows the same premise, allowing users on mobile devices to make their own choices just like a true “choose your own ending” game.
The experience begins on the Thirteen Book Instagram account, with story details in the captions. From there, users are invited to tap on the photos, which brings up links to tagged Instagram accounts with names that coordinate with a particular option, such as “you_think_its_a_bluff” or “you_grab_the_gun.” With the right choices, users are ultimately led to a video that provides an exclusive discount code for the book.