Tap Joint
Open the game- Brand
- Electric City
- Year
- 2012
- Objective
- Awareness
- Industry
- Entertainment
- Platform
- Web
- Agency
- Plan8
- With
- Pereira & O'Dell
- With
- Feels Like
Objective
Yahoo! needed to generate awareness and audience engagement ahead of Tom Hanks' new animated sci-fi series "Electric City" premiering on the platform. The campaign aimed to build anticipation through immersive storytelling in a post-apocalyptic universe, driving viewers to tune in for the July 2012 launch.
Solution
Tap Joint was a dystopian alternate reality game (ARG) that unfolded across multiple platforms as a pre-launch mystery experience. Players engaged with an immersive narrative set in the Electric City universe through web-based gameplay and interactive content, progressively revealing story elements tied to the series world. The ARG functioned as both a standalone experience and a narrative bridge leading audiences to the series premiere.
Results
1 million page views; 300,000 unique visitors; average session duration of 30 minutes on return visits.
