As part of a wider promotion for Cinemax's Hunted, we wanted to create a story experience within a game-like setting that slowly revealed the darker, more complex nature of the fictional company at the heart of the show. Our brief was to create a dynamic entertainment experience with built-in social sharing that introduced the lead character and created buzz in advance of the show premiere. Developed with a cognitive psychologist, the site offers a series of five increasingly creepy tests, with a killer finale that has to be seen to be believed.

Launch the campaign
Published
December 2012
Topics

The Story

As part of a wider promotion for Cinemax's Hunted, we wanted to create a story experience within a game-like setting that slowly revealed the darker, more complex nature of the fictional company at the heart of the show. Our brief was to create a dynamic entertainment experience with built-in social sharing that introduced the lead character and created buzz in advance of the show premiere. Developed with a cognitive psychologist, the site offers a series of five increasingly creepy tests, with a killer finale that has to be seen to be believed.

The use of Flash for the more intense interactive portions of the site was a must, so we included the mobile audience by building the first test using a responsive HTML framework. Social integration included Facebook login and the newly minted Login via Reddit functionality, which was a real success from a traffic generation standpoint. One of the coolest tests featured emotional recognition powered by the nViso facial recognition API. The data we were getting back from the API let us do some really cool animations. For the final test, you'll never guess how we did it!

The Technology

  •  

    Social

    Facebook

    Facebook Connect

  •  

    Web/Apps

    Reddit

    Facial Recognition

The Results

The experience quickly gained momentum, almost completely through social sharing and pass-along. In the first ten weeks, over one million unique visitors took the Byzantium Tests, propelling the program to the front page of Reddit multiple times. It has also been featured in Wired and Creativity, and has won the FWA Site of the Day.

2

times that it hit the front page of Reddit

14

minutes 'Average Time on Site'

1.3M

visits in the first 10 weeks

Launch Date Sept. 12, 2012