In 2012, and Tim Kring created a web series for AT&T with the goal of showcasing their product line and its new 'Rethink Possible' platform. North Kingdom was invited to help structure its digital layer with the request to add an experience through a mobile alternate-reality game. Our challenge was to extend Daybreak into the digital medium, which would allow the audience to be further immersed into its story. North Kingdom defined and built a mobile experience that gave the audience the opportunity to communicate with a secret organization and take on challenges to unlock the mystery.

Published
November 2012
Topics

The Story

In 2012, and Tim Kring created a web series for AT&T with the goal of showcasing their product line and its new 'Rethink Possible' platform. North Kingdom was invited to help structure its digital layer with the request to add an experience through a mobile alternate-reality game. Our challenge was to extend Daybreak into the digital medium, which would allow the audience to be further immersed into its story. North Kingdom defined and built a mobile experience that gave the audience the opportunity to communicate with a secret organization and take on challenges to unlock the mystery.

In order for us to create an immersive experience that felt genuine to our audience, we questioned our human relationship with technology and our perception of what we think it should do. These questions helped spark our creative process to help define the mobile experience and to create an authentic communication device that pushed the boundaries of our current technology. As a result, we built a mobile product with advanced technological features that honored the intentions of the secret organization while delivering an exclusive experience.

The Technology

The Results

The overall response was overwhelming. Our initial strategy was to establish the Jack Boxers across multiple media channels, yet drive all direct communication through the app. The app contained the main storyline, yet the story began to evolve beyond our expectations through multiple fan-based forums and groups. To our delight, this opened up a new narrative thread to the main story that we did not foresee. For North Kingdom, this became the first living project that evolved over the release of the web series that allowed its audience to influence the story’s plot through the app.

4000

total hours spent on this project

40

team members working on this project

1500

total cups of coffee drunk

Launch Date May 31, 2012