Land Rover’s drive to engage existing and new audiences through social media continues with the launch of Adventuregram, an interactive story on Instagram, which allows users to create their own everyday adventure by clicking through tags attached to each picture.
One Instagram account is created for each step of the journey, linked to each other from one photograph to another profile, permitting the user to tap and choose from the given options and decide the next step on their personal adventure.
Created and developed by The Brooklyn Brothers, Land Rover’s Adventuregram encourages users to build their own adventure and navigate their way through a series of everyday adventure scenarios.
Adventuregram was created with the new Land Rover Discovery Sport front of mind. Bringing together Land Rover’s core values of versatility, technology and capability the new Discovery Sport brings the best out of everyday adventures aligning itself perfectly to the interactive adventures users can enjoy with Adventuregram.
True to Land Rover Discovery Sport’s dual-purpose values the adventure can take place in a city or countryside setting depending on the users preference. From helping to herd sheep and going off road, to driving the city streets at night, Adventuregram allows the user to experience the brand through a journey, rather than a static experience.
A large web of Instagram accounts are created to tell the story, prompting the user to click on a variety of different tags on the photo, providing them with a completely personal adventure and social experience.
Adventuregram is a true storytelling experience and the platform can be continually built upon, allowing the user to experience a page-turning experience similar to the tradition of Enid Blyton’s adventure stories.
The photographs on Adventuregram have been shot entirely on iPhone 6, providing graphics which are instantly recognisable, believable and most importantly, native to Instagram.
Kristin Vicari, photographer, said: ‘We wanted to provide the user with a journey that they could relate to and convey it as realistically as possible. We used smartphone photography to reflect the style someone who is on their own adventure would capture’.
Dominic Chambers, General Manager, Digital Marketing at Jaguar Land Rover said; ‘Adventuregram is a fantastic way for users to engage with Land Rover Discovery Sport’s spirit of adventure on Instagram. As a brand we always encourage people to get out and about, to enjoy everyday adventures and to explore. Adventuregram does exactly this and we are excited that this will deliver users on social an interactive journey, providing a snapshot of what real-life Land Rover customers experience’.
He continued: “Users increasingly want more exciting content and interaction on social media, especially on Instagram, whose growth has been tremendous in the past year. We feel Adventuregram delivers on this and we look forward to our users enjoying this interactive adventure’.
Follow @landrover on Instagram to start your own adventure today.