Old Spice Uses Instagram Tagging To Create Choose-Your-Own-Adventure Social Game

Working with Wieden + Kennedy, Old Spice has created a wild and wacky choose-your-own-adventure social experience on Instagram.

Using the tagging feature in Instagram, the main Old Spice Instagram account leads to other accounts specially created to tell the story.

Each image, beginning with the one below, contains tags that allow users to select the next occurrence in the story. Clicking one of these tags takes you in one direction. Clicking another takes you in a different direction.

You awaken in a dark cave. In the distance you see a faint light, in front of you is an open bottle of Old Spice body wash. Go toward the light—maybe it’s a way out? Grab the Old Spice? Tap image once to use tags to navigate.

A photo posted by Old Spice (@oldspice) on Jul 30, 2015 at 10:33am PDT

The original post has been liked 1,371 times and commented on 302 times as of the time of this writing.

Some of the links lead to dead ends, albeit humorous ones focusing on witty inside jokes about branding.

Oh no! You succumbed to branding so quickly! A marketing researcher grabs you and you’re never heard from again. Why didn’t you explore more of the branding experience?! Go back.

A photo posted by @grab__oldspice on Jul 30, 2015 at 9:44am PDT

The more you click, the further you go and the more wackiness you can experience.

Old Spice is letting its fans know about the story via a pinned tweet on Twitter, as well as on its Facebook page:

Choose your own destiny and try our Instagram Sci-fi Adventure. Will you die? Most likely. https://t.co/N8kx3qox5q pic.twitter.com/WCgeV6vipL — Old Spice (@OldSpice) July 30, 2015