Challenge

Candyspace was briefed to create a campaign to launch Supernatural series 5 in the UK.

The result was an immersive, award-winning campaign that included a nationwide treasure hunt and a deep story line (with cast participation!) delivered on mobile and online. We created an alternate reality game with the ultimate prize of flying to Vancouver for a walk-on part in the show.

Solution

Competitive armies of obsessed fans took part in the hunt using their mobile phones to collect symbols (via MMS) which we concealed online and in real world locations.

We were meticulous in every detail, even working with the writers of the show for maximum authenticity. The game microsite allowed you to form allegiances with other armies, monitor your progress, locate competitors and virally invite your friends by email, text or Facebook Connect.

Results

The experience was made even more unique by the fact that the game could be played not only on the usual high-end smartphones but on any mobile device the fans were using.

The fan response was exceptional – 16,000 armies were formed and the show saw a 15% increase in viewers. The campaign won the NMA award for Best Entertainment Campaign.

Multi screen experience

Players used their mobile phones to find and collect hidden symbols. The desktop experience allowed players to manage their progress and engage with others

Real-world collection

Players took pictures, MMS'd the images to a short code and their army score was automatically updated

These kinds of campaigns tend to take on an amazing life of their own when they go live

Joe Stubbs, Senior Developer, Candyspace

Online video portal

We produced bespoke video content for the game, working with the writers of the show for maximum authenticity

Symbol Collection

Symbols were hidden across all media for players to find and collect

Symbol Collection

Symbols were hidden across all media for players to find and collect

It's spooky how popular this game became, and how immensely complicated something so apparently simple was to pull off

Nick Shadbolt, Business director, Candyspace