The Ask

Lionsgate came to us to create an in-world series of mysteries that generate excitement for the film and get audiences entangled in the intriguing, deceptive world of the Thrombey family. From concepting to pitch to execution, we enabled to meet and exceed internal and client expectations. As a project lead, I worked on the overall creative direction, sweepstakes logistics, site design and build.

The Campaign

To incentivize participation from the widest audience possible, we devised game mechanics that rewarded everyone from casual players to expert puzzle-solvers. The more difficult clues garnering more sweepstakes entries to win the grand prize of $250,000.

Solution

We created a campaign that was divided into layers, with each layer being connected with each other; prizes are awarded for solving puzzles, puzzles tie to the campaign story, and the campaign story will correspond to the release of marketing assets as closely as possible.