A Networked TV Commercial – Digital Story Critique Week 14

*I HAVE BEEN READING AND CRITIQUING DIGITAL COMICS, FOR MY MASTER LEVEL STUDIES, IN A CONTINUING SERIES TO DEVELOP MY EXPOSURE TO AND UNDERSTANDING OF THIS NEW LITERACY

I found something that is so much fun for my digital story this week. I have been thinking of interactive digital comics sense reading the Alexander chapter about networked books and have been searching for a comic that is more interactive. I also wanted to explore what is being done with comics on media platforms. I was drawn to Instagram as a possible platform because of its natural connection to static images. Also for some reason I feel more connected to social media I access from my phone. Maybe It feels cozier because I can read it on my couch. What I found was not what I expected. I thought I would find a lot of one off comic strips that set up and deliver a punch line in one panel, much like Gary Larson’s Far Side but did not find as many as I thought I would, what I found blew my mind, and surprisingly it was a promotional comic for the Adult Swim cartoon Rick and Morty.

Story

This is one impressive advertisement. By setting up multiple user accounts on Instagram and then linking those accounts through tags, Adult Swim has created a choose your own adventure set in the strange universe of Rick and Morty. This piece is full of Easter eggs that showcase the non sequitur humor of the show. The narrative is not overly developed beyond finding the hidden Easter eggs but with vast number of worlds to explore and user participation this promotion frees uses to build their own narratives on the foundation of rick and Morty’s zany university.

Project Planning

The attention to details in Adult Swim’s promotion is impressive. There are so many pictures that are unique but match seamlessly with the the pictures from the next stages in the chosen story line. Animation was strategically used as a reward for finding hidden Easter eggs. Finally the trailers that were hidden in the worlds to explore were subtle reminders of who was producing this awesome simulation but not so over powering to make the project feel like a commercial trying too hard to be cutting edge. I also found a similar example of this type of choose your own adventure Instagram feed from Old Spice but it was not as robust as the Cartoon Network endeavor and never shook the advertisement feel.

Media application

Adult Swim has done a great job creating a digital story that is entertaining and convey their product in a favorable light because they use the tools of the Instagram platform in a creative and new way.  This is such an engaging way to use the Instagram platform and inspires me to develop my digital story in a way that uses established web 2.0 tools in unconventional ways.

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A Networked TV Commercial – Digital Story Critique Week 14

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