FOX Crime is an entertainment channel entirely dedicated to crime and investigation. It’s home to shows like CSI, Law & Order, Criminal Minds and many others.
BRIEF: Get potential viewers hooked on the genre of crime drama.
IDEA: A digitally-led, integrated campaign, which challenged our audience to solve a mysterious crime.
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“The Photographs Case” was a murder mystery highlighting three lead characters playing the victim, the murderer, and the accomplice. Each of the three characters is a suspect for one of these roles; further challenging the viewers on the mystery of who was really the victim, the murderer and the accomplice.
The campaign launched nationwide with three 30-second films. Outdoor, Print and Online display ads were leveraged to drive eager detectives to solve the case on www.foxcrimeindia.com and collaborate with other fans on www.facebook.com/foxcrimeindia
On the Microsite, users got to play the game which continues where the TV commercials left off. The game blends investigative elements such as mystery and crime solving with clues hidden in film, the Facebook brand page and microsites linked to a particular crime scene. For each clue deciphered players unlocked a part of the mystery, which they can share with friends on Facebook and Twitter. After players solved the case they were rewarded with a 60-second film, revealing the actual crime.
At the end of the two week campaign the five winners who cracked the case were sent on an all-expenses paid trip to the Museum of Crime & Punishment, in Washington DC.
Digital was the medium that tied the whole campaign together. As such it was not just a creative multiplier, but a thought multiplier. All the digital assets: Microsite, Social Media, Mobile and Display advertising were leveraged to drive a specific objective – owned properties like the Microsite was leveraged to drive a superior brand/campaign experience, paid media drove direct response, and earned media was used as a viral tool for detectives to spread the word with like-minded friends.
2012 – Effie’s:
- Effie’s Gold – Online Digital Advertising
- Effie’s Gold – Integrated Advertising Campaign
- Effie’s Silver – David v/s Goliath
- Effie’s – Lenovo Tech Does Award – Winner
2012 – Goa Fest:
- Grand Prix – Online integrated campaign
- Gold – Online integrated campaign
- Gold – Brand Campaign Website/Microsite
2011 – Yahoo! Big Chair:
- Yahoo! Big Chair Idea,
- Gold – ‘Best Digital 360 Campaign’