We were asked to create awareness around museums in Midtjylland. We used Instagram to create a journey, where people had to choose their own route through linked Instagram profiles.

How it works.

1

People meet the first profile that welcomes them, and encourage them to tap the image, and choose their route.

2

They now encounter a part in time, and are encouraged to choose a museum – once again by tapping the image and moving on.

2

They now encounter a part in time, and are encouraged to choose a museum – once again by tapping the image and moving on.

3

This profile tells them a short story about the given museum. From here, it’s possible to go to the other museums or end the journey.

4

The journey ends. From here, people can either go back to step 1. and try another route, or close Instagram and try one of the museums in real life.

4

The journey ends. From here, people can either go back to step 1. and try another route, or close Instagram and try one of the museums in real life.