The ask? Create a make-up quiz on Buzzfeed that can be served up on social à la Which Disney Princess are you (Mulan). We took the quiz feature and decided to create a click-through experience on Instagram that was overall more engaging and perfect for our target audience.
The adventure opens with a post on the Clinique Instagram account. Clicking on it reveals tags that function as the navigation, leading the user through a maze of 34 different Instagram accounts. With each choice influencing their adventure in a different way, in the end, the user will land on 1 of 29 possible states giving them a personalized look complete with tutorial video.
My Sample Journey
Final End States