Curfew Live: interactive Instagram campaign
Writing, designing & implementing a one-of-a-kind Instagram game.
Sky wanted a campaign to reflect the excitement and fast pace of their new series. Curfew tells the story of an illegal street race in which people compete to escape the over-controlled, mook-infested world they live in.
We developed a ‘race’ using Instagram as a platform. The game recreates aspects of the series where players must face obstacles to get to the ‘finish line’. But unlike the TV series, the prize was not freedom from the world of Curfew, but a weekend ticket to Formula 1’s British Grand Prix.
The aim of this ‘choose your own adventure’ style game was to create a buzz amongst TV action drama and racing fans throughout Curfew’s release, allowing it’s viewers to get involved in the action and join the race themselves.
We created a total of 84 Instagram accounts. Each account showed a question for the player to answer or a task to complete so they could move through the 'race'. By clicking on the tagged account in their answer, the player could access the next account, and thus, the next step of the game.
Our design team created 84 bespoke designs for each Instagram account involved in the game. Because of the uniqueness of using Instagram as a game platform, we wanted to make full use of the app’s features, incorporating stories, carousels and videos to give the full Instagram experience.
Curfew Live was successful in creating a fully immersive, engaging and challenging experience. By experimenting with the limits of Instagram as a game host, we achieved entirely new possibilities for the use of the platform.
Curfew Live was successful in creating a fully immersive, engaging and challenging experience. By experimenting with the limits of Instagram as a game host, we achieved entirely new possibilities of the use of the platform.