Wieden + Kennedy has hacked the tagging function on Instagram to create an amusingly absurd "Choose your own adventure" social game for Old Spice, filled with robots, retro monsters and meta jokes.
The story opens with the post above. Clicking on it reveals tags that function as the navigation, leading to a maze of newly created Instagram accounts where the story continues. Clicking on the Old Spice body wash in the first scene reveals the first of many comical dead ends, from which you have to backtrack and continue.
The game is pretty much one big joke, undermining itself at every turn and parodying the genre rather than presenting a real "adventure." The ending, in particular, is intentionally anticlimactic, centered on an inside joke about the ad budget for the project—very much in keeping with the brand's self-aware ethos.
Give it a spin, or click here to choose a different AdFreak adventure.