The Secret Device
- Brand
- Hellboy II
- Year
- 2008
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Double Twenty
Objective
Universal Pictures launched an alternate reality game (ARG) to promote Hellboy II: The Golden Army film. The campaign aimed to create an immersive entry point into the film's fictional world, deepening audience engagement with the movie's supernatural themes and expanding the narrative beyond the theatrical release. The ARG competed for audience attention during summer 2008 blockbuster season.
Solution
The campaign featured an interactive combination lock device called 'The Secret Device' that served as an entry point into a multi-platform ARG experience. Players solved puzzles and unlocked clues revealed through video blogs, YouTube channels, secret websites, and Twitter accounts. The narrative centered around fictional organizations: HETFET (Humans for Ethical Treatment of Fairies, Elves, and Trolls), backed by director Guillermo del Toro, and PANATROG, a covert military organization. The story followed protagonist Lexi Lloyd, whose father's disappearance connected the real world to the film's supernatural realm. Players engaged across distributed platforms to uncover plot elements that enriched the film's lore.
Results
Not published.
