We wanted to answer the burning question of The Shining fans: What ever happened to young Danny Torrance? But we wanted to do so in a way that brought Danny to life through technology, incorporating user devices into the story itself as opposed to simply presenting it. We thought that using the phone to "shine" with Danny – in turn letting him take over the user's browser – would be a personal way to tell his story. It also got users' hands off the mouse, focusing them on the 10-minute story.

Launch the campaign
Published
December 2013
Topics

The Story

We wanted to answer the burning question of The Shining fans: What ever happened to young Danny Torrance? But we wanted to do so in a way that brought Danny to life through technology, incorporating user devices into the story itself as opposed to simply presenting it. We thought that using the phone to "shine" with Danny – in turn letting him take over the user's browser – would be a personal way to tell his story. It also got users' hands off the mouse, focusing them on the 10-minute story.

Incorporating video, HTML5, Web Audio API, and WebSockets, the story weaves several key themes and characters into a linear narrative while keeping spoilers at bay. The experience does some really interesting things with the two screens – drawing a picture on the phone and having it instantly show up on a PC for example. Or bringing code to the surface as a design element and manipulating it along with the natural browser elements like drop downs, pop up windows etc.

The Technology

The Results

While it took a little persuading to double-down on a Chrome-only experience, the payoff was huge. By exploiting a truly novel storytelling technique we were able to let users be a part of the story they were exploring. The experience led to deeper engagement and many more shares than we'd expected. But more than anything, it resonated with die-hard Stephen King fans, a group not typically swayed by "traditional" media.

82K

Characters in a single line of code

61

Terrifying pop-ups

1

Caravan of soul sucking quasi-immortals

Launch Date 15 October 2013