As we set out to promote the second season of the action-drama Tyrant on social media, we wanted to engage existing fans and lure new ones by catching them up on the major plot points of season one. In order to do so in a fresh and exciting way, we built an interactive "Recap Mural" on Instagram. The concept made beautiful use of our arresting key art in a unique and experimental way that challenged consumers' typical behavior on the social network.
The intricate mural design was made up of 321 different clickable elements, combining still images, video clips, and animated quotes. When users visited the TyrantFX Instagram account and turned their device horizontally, they could begin exploring the mosaic. By swiping across, users could follow the season one storyline through a series of images and episode-specific recaps. When they reached the end of the experience, they would be treated with a video teaser of the upcoming second season. A very sophisticated and complicated digital effort played out in a seamless, beautiful way, creating a simple and unique experience for the Instagram user.
The Tyrant Recap Mural was a great success in that it both excited fans and garnered media attention for its innovative use of the Instagram platform. Both AdWeek and Vast Media recognized the effort as original and exciting and helped the show and social media campaign break through the clutter during a very noisy summer TV season.