Insta off-road

London – Land Rover is taking fans on an Instagram adventure with its latest social media campaign.

• Part of Land Rover’s Everyday Adventure campaign supporting the launch of its new Discovery Sport
• Start the journey by searching Go_For_A_Drive on Instagram

Adventuregram, developed by creative agency The Brooklyn Brothers, takes users off-road using more than 140 specially made accounts that drive the narrative of this new take on the ‘choose your own’ genre.

‘A dedicated social media and creative team at The Brooklyn Brothers methodically created the Instagram profiles over a period of six weeks, building up the storylines and linking them together with tags as each was completed,’ the agency’s client partner Miranda Mitchell tells LS:N Global.

Like Ballantine’s Instazine, selecting tags enables users to decide where they will take the Land Rover, exploring lush forests or sunny headlands, undertaking tasks such as herding sheep or having a picnic. To keep the experience as native to the platform as possible, all images and videos were shot using an iPhone 6.

The Big Picture: A growing generation of digital natives are driving a desire for interactive online experiences that bring back the simple principle of choice to create interesting, humorous or frightening outcomes. Find out more with our Choose Your Own Adventure microtrend.