Arby’s is known for innovation in social and is always looking for new ways to break the mold. We decided to do something that’s never been done before: hack Instagram and build a game within the channel itself.
The game? Escape Room. The setting? An actual Arby’s restaurant, recreated inside the Instagram Story feature.
For this project, I, along with my team, concepted and executed a massive real-time escape room that played out on IG Story. I wrote every piece of choose-your-own-adventure-style copy and worked in real time to update on-screen text as viewers made their choices within the game.
Click through the whole game here