GOLD FOR MOST INNOVATIVE USE OF DIGITAL
PROMAX BDA ANZ 2015
PROMAX BDA ANZ 2015
To support the launch of ABC's How To Get Away With Murder on TV 2, we asked fans to put what they learned from the show into practice by playing a 6-week TV2 murder mystery game. The game cast the player as part of an elite criminal defence team fighting to clear a client of a murder charge.
The native iOS and Android game comprised video, image, text, robo calls, and audio clues. Content lived on multiple platforms (on-air, YouTube, Tumblr, Twitter, media online and print publications etc.) with the app as the central hub of the game. Players were asked to collect evidence, and each week they had to choose whether to bury or leak the evidence to gain points. The ultimate leak or bury move in the game led to different game endings for players depending on the choice they made.
The game was very well received by fans, with over 8,800 downloads, and a phenomenal 95.4% returning rate for players. Players created their own Facebook group, with a strong community of dedicated advocates. There were over 124,000 gaming sessions, over 2 million page views and a huge average time spent playing of 17 minutes in the launch week, with 16 screens on average viewed per visit.
The native iOS and Android game comprised video, image, text, robo calls, and audio clues. Content lived on multiple platforms (on-air, YouTube, Tumblr, Twitter, media online and print publications etc.) with the app as the central hub of the game. Players were asked to collect evidence, and each week they had to choose whether to bury or leak the evidence to gain points. The ultimate leak or bury move in the game led to different game endings for players depending on the choice they made.
The game was very well received by fans, with over 8,800 downloads, and a phenomenal 95.4% returning rate for players. Players created their own Facebook group, with a strong community of dedicated advocates. There were over 124,000 gaming sessions, over 2 million page views and a huge average time spent playing of 17 minutes in the launch week, with 16 screens on average viewed per visit.
This promo played out on-air each week during How To Get Away With Murder to encourage people to download and play the game. We saw significant spikes in uptake to the game (both new downloads and repeat visits) each time the promo aired.
This video loaded instantly within the app once a player registered to play the game in order to set up the narrative to the murder mystery.
We exclusively revealed clue 'bombs' whilst the show was on air to drive game players to watch the show on-air.
The app was built and designed to work as a mock professional app for the fictitious law firm. This was the main screen that players saw when they entered the app - with content updated into those main sections on a daily basis.
Players were sent native push notifications directly to their devices to let them know a new clue had been released etc.
Players of the game created their own group on Facebook where they would discuss and dissect daily clues, share tips and tricks, and speculate as to who they thought the killer was. The fact that the group was created and managed by fans leant an authenticity to it that we could never have created if we had set the group up ourselves.
Depending on which final game play decision players made (LEAK or BURY) they received different game endings. This was the video that played out within the app if players chose to leak the final evidence (which was deemed a more ethical move) thereby losing the case and their job at the law firm, but doing the right thing by Natalie.
