Hunted

Objective

Cinemax launched a promotional campaign for its new thriller series 'Hunted' designed to identify and engage core fans positioned as 'the 1 percent that matters.' The campaign used an immersive interactive experience disguised as a recruitment process for the show's fictional security firm, Byzantium Security, to build interest and establish the show's espionage narrative before its debut.

Solution

A multi-phased psychological assessment experience deployed on ByzantiumTests.com presented as job application tests for Byzantium Security. The five-stage test sequence evaluated emotional reactions, multi-tasking skills, and subconscious instincts, becoming progressively more unsettling to mirror the show's mind-bending thriller tone. The campaign incorporated an elaborate recruitment narrative with a faux-corporate video, physical OOH advertising on Wall Street, banner placements on Wall Street Journal and MarketWatch, strategic outreach puzzles sent to bloggers and critics, and strategically placed posters to drive awareness and viral spread. Campfire brought in a magician from The Magic Circle (London-based magician society) to craft the psychological testing elements, combining magic, illusion, and psychological principles.

Results

Not published.