This campaign was designed to create a fun interactive experience for the user while promoting the "new" film, Catch Me If You Can. The campaign centers around the hunting of clues that are related to the film and Frank Abagnale Jr's life of crime in the 1960's.
The campaign is introduced in a series of YouTube pre-roll ads that serve as fake "Breaking News" broadcasts searching for a mysterious con man. Users will be prompted to visit CrackTheChase.com for more information and the chance to participate in the investigation.
The main campaign will consist of clues released in branded/promoted social media posts for users to find and then catalogue on the mini-site. The site will allow people to leanr more about the mysterious man that is being hunted, create an account that allows them to log clues that they find whether virtually on social media, or in real life through set up geocaching hunts, and learn more information with each clue about the character and the film itself.
As users imput more and more clues into their log, they are rewarded with clips from an exclusive scene from the movie available only to them. 30 secs for every 5 clues. Those who unlock 20 clues will be able to watch the whole 2 min scene and find out what happens to the character. Within this full clip a clue is hidden, and those who find it will be elligible for tickets to the premier of the movie.
The more you play, the more you win.
Created in collaboration with Myles Bloomfield.
Landing Page.
The various items pinned to this detective board will lead users to the other pages within the site. (i.e The evidence folder leads you to your account log in and your personal clue file, the newspaper to the social media feeds, etc)
The Evidence Folder.
This is where users have the ability to sign-up and create their own evidence log to store clues. Users can log in through social media or by setting up an account. They are not required to do so, but in order to access special content users will be prompted to join.
The Case File.
Once users log in this will be what they see. The left side is dedicated to their log where they will imput the id number associated with their clue, it's name and the date. Everytime a clue is imputed, more information will be available on the right hand side, the Suspect sheet.
What's shown above is all the information that users will have access to when they first begin.
Hunt For Clues.
To add an element of real world detective work, we set up our own geocaching games in various major cities across the country. Users have the ability to search for clues by clicking on a pin and heading to the coordinates listed. If users can only play from home, clicking on the street view symbol will allow them to look for clues hidden in street-view images associated with those pins. The clues found here can be logged into their case file through their id numbers to unlock more information.
Newsflash.
This portion of the site allows users to see all of the campaign's social media activity, in case they joined the game late, or want to catch some exclusive information. From the site they have the ability to follow the accounts on their social media.
