Play Detective or Flaunt Your Ride with Pod Design Campaigns
But for the second of its many recent marketing initiatives, Pod is shifting its focus back to the grownups with its microsite/banner blitz for A&E’s new Crime & Investigation (CI) Network. With virtually every major TV network dishing out handfuls of CSI-style shows, A&E had the good sense to take this hugely popular genre overseas.
For the UK-based CI Network, which will bow near mid-July, Pod initiated a brilliant, highly interactive portal, which ties directly into the TV programming itself. “For the launch, we’ve worked with A&E and a production company in the UK called Brothers and Sisters,” Curran explains. “We’ve fashioned a series of on-air spots that are going to play one spot a week during the course of a week. The spot contains some intro setups for this mystery, and it will then direct you online to get deeper involved with the mystery through this game experience that we built.”
Through virtually every page, the site is rendered in a grey-hued, hi-tech backdrop—taking cues from today’s crime dramas to create a near-perfect online visual representation. With just the slight move of a mouse, the front page of crackthecase.co.uk features a hi-speed slideshow of clickable menus—from Victim to Witnesses to Autopsy—with evidence planted in almost every landing page to help you solve each week’s CI mystery.
The Autopsy page (above), for example, allows you to move an array of appendages on a 3D model with your mouse, and dig up evidence by clicking on hands, legs, and even nose. “You go in and you get to conduct kind of a mini-autopsy—not in a morbid way,” Curran emphasizes. “You get to examine the crime scene evidence. You find evidence and take it to a research lab, and conduct further examinations. It’s not a deep, gory experience, but a visual inspection where you find the evidence that might’ve been missed the first time.”
Banner ads with click-throughs to Crackthecase.co.uk have been placed on each of the sites within the network of AETV (the umbrella name for A&E) brands, from Biography to the History Channel. Curran says that this marketing push marks a first for A&E. “This is the first time that A&E has done something like this, where there’s information in the promotional segments that ties in with the campaign online.
He adds, “There are a bunch of experiences like this that you can see where we’re trying to push the use of some interesting technologies inside of Flash 8 to make it richer. On-air spots will also change once a week and the experience will get deeper and deeper.”
We’re looking forward to it.
Crack the case for yourself at crackthecase.co.uk
Pimp your social networking skills at http://www.tweetermobile.com
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