I have never done a campaign as complex as this. In the AD world, our task is often to make our messaging as clear and simple as possible. This project takes complexity and fan engagment to a whole new level.
The task was to create an experience that connects Dexter fans between two seasons, 5th and 6th in a big way. We started by writing a completely original storyline that was inspired by the mind of Dexter, turned that story into an intense 8 week experience that was brought to life with any media that was appropriate to move the story along, to hide clues, to create suspense, entertain, online, offline and physical spaces/locations.
We kicked off with a live murder scene installation at the 2010 San Diego Comic-Con, the game unfolded into a full-blown immersive transmedia experience. We followed a serial killer, dubbed The Infinity Killer, and assisted ex-FBI agent Dee “Serial Huntress” Pratt, in using crowd-sourced crime fighting to track him down.
The two characters engaged players across two main sites (sleepsuperbly.com and serialhuntress.com), as well as countless microsites, social media profiles, mobile components, and real-world locations. The outcome of the game was actually determined by player participation, and elements from the ARG appeared in the new season of DEXTER SEASON 6.
The project also won the 15th The Webby Award - People's Voice Awards Winner which is pretty sweet to be reconginse by the internet.