To bring adventure back to the brand, Land Rover commissioned British author William Boyd to write a short story featuring the company's cars. "The Vanishing Game" tells the story of a man who drives across the U.K. in his Land Rover Defender. The auto company partnered with Y&R to illustrate the novel on an interactive website, narrated by Boyd. A link on the site leads to a microsite where users can submit their own photos and stories.

Launch the campaign
Published
February 2015
Topics

The Story

To bring adventure back to the brand, Land Rover commissioned British author William Boyd to write a short story featuring the company's cars. "The Vanishing Game" tells the story of a man who drives across the U.K. in his Land Rover Defender. The auto company partnered with Y&R to illustrate the novel on an interactive website, narrated by Boyd. A link on the site leads to a microsite where users can submit their own photos and stories.

Google Sheets API allowed producers to enter data into a pipeline and see immediate results on the site, while Amazon S3 stored all of the site's information. Instagram, Twitter, and Facebook posts produced the user-generated microsite. The content for the microsite, collected via the hashtag #WellStoried, is displayed in an interactive map.

The Technology

  •  

    Mobile

    Android

  •  

    Social

    Twitter

    Facebook

    Instagram

  •  

    Web/Apps

    Google Sheets API

    Amazon S3

The Results

Never before has a written novella been turned into an engrossing audio-visual experience while insuring the text of the story remained the star throughout. By allowing readers to fully customize their own experience, we are able to appeal to the literary audience while bringing in a new audience to the literary world.

90

Minutes of content

600

Videos and cinemagraphs

Launch Date Nov. 11, 2014