Bionic Woman: NBC’s Bionic Assessment Test
Open the game- Brand
- NBC
- Year
- 2007
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz
- Platform
- Web
- Agency
- Grow
- With
- Fanscape
- With
- NBC
Objective
NBC launched a reboot of The Bionic Woman TV series in fall 2007 and needed to drive awareness and engagement with the target audience. The campaign aimed to generate buzz and create a memorable interactive experience that positioned potential viewers as candidates for bionic enhancement, while directing them to exclusive show content.
Solution
The Bionic Assessment Test (BAT) was an interactive microsite where users were placed in a first-person hospital bed scenario and completed five randomized brain-teaser games testing memory, computational analysis, pace detection, and rapid image recognition. Players scoring 75% or higher unlocked exclusive behind-the-scenes content from the TV series. Built by Grow Interactive (Norfolk, Virginia) and conceptualized by Fanscape (Los Angeles), the site featured a dramatic accident video scenario. Promotion strategy included an exclusive first-look premiere on G4TV.com, grassroots seeding on Digg and online communities, and a direct link from NBC's official Bionic Woman page.
Results
The Bionic Assessment Test promotional microsite for NBC's Bionic Woman had a production budget of $6 million.
