Old Spice has come up with an ingenious Instagram hack that turns it into a social game.
Wieden + Kennedy hacked the tagging feature on image-sharing platform, Instagram, to create the retro themed sci-fi campaign “Choose your own adventure”. It’s filled with comic book style visuals, robots, strange creatures and meta jokes.
The protagonist stars off awakening in a dark cave (see above post). Using the Instagram tap feature, you can then navigate through the online experience using the tags. The tags lead to an Instagram maze of newly set-up Instagram accounts, where you can continue the story.
Clicking on the Old Spice body wash tag in the first post reveals the first of many comical dead ends, but you can always backtrack and carry on. But in true Old Spice form, the game is more a joking parody rather than an actual adventure. At the end, you’re faced with a bit of an anticlimax – intentional of course – with an inside joke about the ad budget for the project.
It’s a playful and ingenious hack of the Instagram platform. On the more expensive scale of Instagram centred campaigns was Forever 21’s “Thread Screen” by Breakfast, Brooklyn, which used a 2000-pound and 11-foot tall machine to display fans’ Instagram pictures using over 6,000 spools of thread. The mesmerising outdoor project was one and a half years in the making.
Instagram is making moves that could soon turn the platform into a huge mobile ad business. This week it officially switched on its advertising API. By opening up an API to partners, marketers can now, for the first time, start buying Instagram ads and planning their Instagram marketing in a more automated fashion, alongside their other digital ad buys on Facebook or Twitter (before, buying Instagram ads involved contacting an Instagram sales representative directly). So now it’s not limited to those willing to make big investments in both budget and time.
But with this in mind, it’s nice to see agencies like W+K getting creative with the hacks!