Couples communications app Between has partnered with popular web comic HJ-Story on an Instagram-based marketing campaign.
“We've created a single account that hosts what we believe to be the single longest love story ever done on Instagram,” Joash Wee, general manager at Between Singapore, told Ad Nut.
Starting from a sketch that spans 10.53 meters long, the @between.hjs account holds 1,053 photos that together depict the love story of HJ-Story's artist, Andrew Hou, and his wife, Kate.
The account is being promoted to the app’s user base across markets including South Korea, Japan, Taiwan, Southeast Asia and the United States. Since its launch yesterday morning, the account has already garnered more than 6,000 followers.
The aim is to engage current users by enlisting their help to make this account viral, encouraging them to share their favourite portions of the love story with the hashtags #WLLove.
Ad Nut must confess that this is a pretty neat campaign, as it uses Instagram in an ambitious fashion as both a medium of artistic expression and a channel of engagement. Ad Nut recommends that this cute love story be enjoyed via mobile, scrolled through on landscape view.
Ad Nut must also confess to already being a fan of HJ-Story’s work, and the mural is just flat-out gorgeous, drawn in the artist’s signature style.
But then, again Ad Nut does have a natural affinity with all things cute—being a rather cute thing itself.
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