Audible Made an Instagram Promotion That Created Characters' Accounts
Cadhla Gray — October 26, 2015 — Marketing
References: au.idigitaltimes & fastcodesign
'Audible' is an audiobook company that recently used a visual Instagram promotion campaign to generate interest about one of its latest books, 'Locke & Key.' The campaign created is a choose-your-own-adventure experience that allows users to check out different pages that were made to look like they belonged to characters from the comic book.
Once on a character's page, viewers can see pictures, comments and learn more about their stories. This creative Instagram promotion also allows readers (or listeners) to come together and share their thoughts, comments and enthusiasm. The purpose was to suck people into the Instagram "rabbit hole" and have them come away enthralled with the Locke & Key story.
Since we live in such a visual world, this auditory brand had to come up with a way to bring its product into the visual world -- and what better way than to use an already popular social media platform?
Once on a character's page, viewers can see pictures, comments and learn more about their stories. This creative Instagram promotion also allows readers (or listeners) to come together and share their thoughts, comments and enthusiasm. The purpose was to suck people into the Instagram "rabbit hole" and have them come away enthralled with the Locke & Key story.
Since we live in such a visual world, this auditory brand had to come up with a way to bring its product into the visual world -- and what better way than to use an already popular social media platform?
Trend Themes
1. Visual Social Media Promotions - Companies can create visual social media campaigns that use popular platforms like Instagram to draw in audiences and generate interest.
2. Choose-your-own-adventure Experiences - Creating interactive experiences that allow audiences to explore stories in a non-linear way can generate enthusiasm and engagement.
3. Cross-media Storytelling - Finding innovative ways to bring audiobooks into the visual world can tap into new audiences and create more immersive experiences.
Industry Implications
1. Audiobook Industry - Audiobook companies can explore new ways to use social media to promote their products and create engaging experiences for audiences.
2. Publishing Industry - Publishers can experiment with cross-media storytelling techniques to create new opportunities for promoting and exploring their books and comics.
3. Social Media Industry - Social media platforms can explore ways to tap into the growing popularity of audiobooks to create new opportunities for engagement and promotion.
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