Like many acts of utter genius, how Old Spice just used Instagram is so perfectly simple that it was just crying out to be done. But we were all looking for something far more complex and missed it.

You see, Instagram is that social network that businesses struggle to understand and use. Yes, you can create funny videos and pictures of your products (or staff) in strange places, but that’s all it is, a medium for promoting another medium. It’s not very exciting or different. It doesn’t have that viral ‘kick’ that shows you’re using Instagram to its full potential.

So Old Spice just changed all of that with a brilliant campaign using Instagram’s tag feature.

You awaken in a dark cave. In the distance you see a faint light, in front of you is an open bottle of Old Spice body wash. Go toward the light—maybe it’s a way out? Grab the Old Spice? Tap image once to use tags to navigate.

A photo posted by Old Spice (@oldspice) on Jul 30, 2015 at 10:33am PDT

This image asks you to tap to choose. Choose what? Well, when you tap it you get two choices, “go.toward.light” and “grab__oldspice”.

Click on one of these and you are then taken to another image that will tell you your fate and possibly give you more choices. Brilliant!

And so simple.

All they’ve done is created Instagram accounts called “go.toward.light”, “grab__oldspice”. Uploaded one image to that, and added tags to them from the initial image. They’ve then continued to do this for all the other accounts.

They’ve essentially created a “Choose your own adventure” but in social media.

Will it last?

It’s quite time consuming, and it uses a lot of Instagram accounts, so it begs the question whether it’s strictly within their terms of service. Will they allow people (and companies) to create multiple accounts or will that crack down on it? At the moment, they only frown on people creating multiple accounts in bulk with automated tools, will that change if this type of marketing becomes popular?

We’ll wait and see!