Audible Builds a "Choose Your Own Adventure" Instagram Experience to Promo Locke & Key

Though Audible is firmly planted in the aural realm, the company has deployed an ambitious multi-sensory strategy to promote one of its most-anticipated offerings: an audiobook of Locke & Key.

The graphic novels by Joe Hill and Gabriel Rodriguez have gone gangbusters since the first issue’s 2008 release and Audible went to great lengths to record narrations that are as sonically robust as the printed originals are visually arresting. To market this sound-based project, Audible had to get creative with its approach and figure out the best way to communicate a sound-based experience in a visual world.