TKKG And The 12.000 Detectives

Objective

TKKG is a legendary German detective audio series marking its 40th anniversary. The rights holder Europa/Sony Music Entertainment sought to transform the series from a passive listening experience into an immersive, interactive adventure that would engage modern fans in a completely new way.

Solution

The campaign launched with a cliff-hanger episode on Amazon Music. Listeners were invited to join private WhatsApp groups alongside thousands of other fans to participate in a 10-day real-time interactive adventure. A humanized AI bot simulating TKKG's four main characters guided participants through puzzles, code-breaking challenges, and website hacking activities. WhatsApp functioned as both the interface and a portal bridging reality and the fictional world.

Results

12,000 detectives participated in the 10-day experience. The project won 1 Gold, 3 Silver, and 7 Bronze awards at the 2022 Webby Awards, along with 6 additional recognitions.