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 UK in his Land Rover Defender. The car 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.

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 UK in his Land Rover Defender. The car 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 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 customise 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 11 November 2014