We've seen a few clever marketing campaigns over the years that had to be activated by two people in order to work. Coca-Cola has done a lot of this, promoting its subtheme of togetherness with stunts like the virtual vending machine that only appeared for couples, and the Coke bottle that could only be opened by another Coke bottle.
Now, Smart car has created an interesting Instagram experience designed for two people—promoting the 2016 Smart Fortwo, a vehicle whose very name suggests a commitment to being good for pairs.
Smart and agency Razorfish created two separate Instagram accounts, @fortwo_jake and @fortwo_jill, that each tell half of a story. After placing your mobile devices side by side, you and your favorite sidekick can scroll through "a story of the two characters' missed connection," the brand says, along with some tappable photos that reveal more about the vehicle. The hashtag is #journeyfortwo.
Here's a video teaser for the project:
"The smart fortwo is the perfect size for two people, just like this Instagram experience," says Mark Aikman, general manager of marketing services at Smart designer Mercedes-Benz. "Through interactive storytelling, Instagram users must come together to experience the story of the fortwo unfold by using a familiar platform in an unexpected way."
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