Land Rover takes its fans on an insta-adventure in an insanely, clever campaign by The Brooklyn Brothers.
Remember those choose-your-own-adventure stories you used to read as a child?
By partnering with The Brooklyn Brothers, Land Rover took to Instagram to create one such story titled, “Adventuregram” – an interactive picture-based story that lets every user create their own, unique adventure.
How does it work?
A series of pictures that captured everyday adventures such as – going off road, herding sheep or driving the city after sundown are shared.
Each picture has tags, for example, “go_for_a_drive” or “have_picnic”, where each tag points to another possible story. The user picks the tab of choice and heads off to his desired adventure; another picture, with another combinations of tags, the user picks again and so builds his own adventure trail.
Each adventure has its own profile, with 9 pictures and the main central image is the payload (the other eight just make up the frame).
According to, Brooklyn Brothers, Client Partner, Miranda Mitchell, the aim of the campaign was to use Instagram to engage both existing and new users of the platform with Land Rover’s themes of adventure, exploration, and innovation in order to support the launch of the new Land Rover Discovery Sport.
Instead of providing the user through a static experience, this campaign invites the user in its folds and gives them a journey to live through.
To feel both real and native, Adventuregram includes pictures shot with the iPhone 6 in U.K. and France, with photographer Kristin Vicari, to make them seem visually similar to pictures a standard user would take. Each picture represents typical and generic rural and urban environments without being recognizable as a particular place.
A social media team collected all these photos, created Instagram profiles for each, build story-lines around them and linked them all together with tags.
Check it out here:
Dominic Chambers, General Manager of 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.
Land Rover’s Instagram move is the latest in its bid to become a strong tech-savvy and digitally-forward brand. With fancy stunts and smart campaigns like these, we think it will do just that!