Sky Atlantic invited viewers to go on an Instagram journey to find out if they would be suited to visit the wild world of "Westworld."
In the UK and Ireland, HBO's new sci-fi drama "Westworld" started airing on Sky Atlantic in early October. To engage audiences, the channel invited viewers to take a special Instagram journey that reveals if you belong in Westworld, the series' Western-themed amusement park known for its wild 'no rules' policy.
— Sky Atlantic (@skyatlantic) October 12, 2016
Sky Atlantic set up dedicated Instagram accounts and used the app's tagging system to connect the accounts and to provide a comprehensive experience. The initial account welcome_to_westworld asked users to decide whether they would pick a white or a black hat, the same choice "Westworld" visitors have to make in the series. To select an option, users simply had to click on the corresponding image and then click on the featured tag.
Then they were redirected to the next account, which put users in front of the next decision: Whiskey or Milk? Users that selected the milk option were instantly directed to an account that tells them that they should 'go hard or go home' and they are not suited for Westworld.
On the contrary, users that wen for the 'wilder' option and chose whiskey could continue and needed to decide what they would do in case of a gun fight. Again, one option led users to an account telling them they are not welcomed in Westworld, while the riskier option leads them to the next question. Users that go for the 'wilder' options each time, eventually end up on an account telling them that they belong in Westworld.
Nicole Greiner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.