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Old Spice Unveil Interactive Instagram Sci-Fi Comic Strip

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I didn't have room for any hyperbole or extreme adjectives in that title but believe me, this story is deserving of both and then some. Ever the champions of TV and internet advertising, male hygiene brand Old Spice have now turned their attention to Instagram, using the service to create a wonderful, hilarious 'choose your own adventure' style sci-fi comic strip.

It starts with one solitary post on the brand's main account. The image shows our main character on the ground in a cave next to a bottle of Old Spice body wash. Clicking on (or tapping) the image reveals two tags, representing two different ways to continue the journey. Selecting either one leads to one of a series of new purpose-built accounts which map out the next phases of the story. The whole thing plays out in a characteristically tongue-in-cheek, self-aware style which parodies 50s and 60s pulp sci-fi almost perfectly. The ending panel is particularly funny, but I won't spoil it.


If you make a wrong turn and something unpleasant happens to you, you are given the option to hop back one or two panels and select a different option, so you always find your way to the end eventually. It's a simple, yet effective way to create an engaging little game within Instagram's limited parameters and it's interesting to think just how much further it could be taken if other people decided to make their own versions.

It's surprising that more advertisers haven't attempted to retrofit social media to create games. On a larger scale, alternate reality games have provided some of the best viral marketing there's ever been and social media seems like it's almost designed to support it. Fake Facebook accounts for film and TV characters, false news stories breaking on Twitter under enigmatic hashtags, that kind of thing. Advertisers are always finding new ways to use social media creatively, but this is the best example we've had in a while.


Callum Davies

Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF

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Old Spice Unveil Interactive Instagram Sci-Fi Comic Strip Reviewed by Callum Davies on Tuesday, August 04, 2015 Rating: 5

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