Hellboy - Join the B.P.R.D.
Open the game- Brand
- Hellboy
- Year
- 2019
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quest
- Platform
- Mobile web
- Agency
- Lionsgate
- With
- Resn
Objective
Lionsgate created an interactive mobile experience to deepen fan engagement for the 2019 Hellboy film, capitalizing on the theatrical release to build community around the film's protagonist and his fictional agency, the Bureau for Paranormal Research & Defense (B.P.R.D.). The campaign aimed to position fans as potential recruits to an exclusive organization, blending narrative immersion with interactive mechanics to sustain audience interest ahead of and around the film's April 2019 launch.
Solution
A mobile-exclusive web experience at bprd.global invited users to browse the B.P.R.D.'s secret archives and submit applications for virtual internships with Hellboy. The interface featured smooth animations, WebGL-enhanced three-dimensional visual elements, and slideshow-style navigation for exploring themed content repositories. Developed by creative studio Resn, the experience was promoted through organic discovery, social channels (including a Facebook AR camera effect), and strategic web placement during 'Hellboy Day' marketing push in late March 2019.
Results
Not published.
