To celebrate a modern update to Persol 649 sunglasses while appealing to a new generation of users, we created a choose-your-own-adventure graphic novel that lives on Instagram. Every week, Persol’s followers were encouraged to vote on two choices in the narrative and play a role in shaping the brand story. We wrote the original narrative and art directed the custom illustrations that are at the center of the visual story. And to pull it off, we orchestrated several handles and tracked the story in real time to tally votes and keep the audience on their toes.
When it came to crafting our strategy, we drew our greatest inspiration from the principles of experiential marketing. Activities like Escape The Room and Sleep No More showed us how people enjoyed playing in physical spaces—and we applied those learnings to social, building an experience for the new generation.
Named AdWeek’s Ad of The Day, and hailed as a bold innovation in digital storytelling by Mobile Marketer, PSFK, MediaPost, and our users. The campaign has also generated a consistent flurry of social-media support. With upwards of 4,421,105 unique monthly visitors, what's not to love?