Land Rover North America has released an original, interactive digital book, “The Vanishing Game,” written by best-selling British novelist William Boyd. The full-length online thriller follows protagonist Alec Dunbar on a suspenseful drive from London to a remote part of Scotland. The story is brought to life through an interactive platform that invites readers to go beyond its words and fully experience the adventure in an innovative multimedia manner, on a custom Tumblr page at www.thevanishinggame.com.
“The Vanishing Game” is brought to life with the help of video, cinemagraphs, photography, animation, sound, music, and narration. Throughout the story, viewers can engage with keywords that are embedded with imagery and video. For example, when a user selects the keyword “river,” they see video footage of a Land Rover crossing a remote waterway in the Scottish Highlands.
Also embedded in the interactive experience are snippets of driving journeys from actual Land Rover owners, curated by the brand through the designated hashtag #WellStoried. When readers scroll over certain words and passages, the story will pause as these owners’ personal driving adventures are displayed on-screen.
Land Rover is promoting “The Vanishing Game” through a multimedia marketing campaign, including paid posts on various media, including Vox Media, Quartz,NYTimes.com, NewsCred, Tumblr, Facebook and Twitter.
The project was developed for Land Rover by Y&R New York and its Tumblr site was produced by Tool of North America. Mindshare is managing media strategy, planning and partnerships.