CSI : DEADLY INTENT
For the launch of their new CSI video game, Deadly Intent, Ubisoft wanted to engage more than just the most dedicated fans of the hit TV series. We had to create a promotional experience that also appealed to casual viewers: aka Moms.
The challenge was to engage and hold Moms’ attention, while giving die-hard fans a more immersive CSI experience, all in a single microsite.
We devised a two-phase promotional game based around a murder investigation. The experience began with users collecting evidence in an interactive crime scene for a chance to instantly win CSI merchandise, then more devoted fans could continue their investigation and try to catch the killer for a chance to win a trip to Las Vegas.
We realized that anyone who played could just post the evidence locations on CSI fan sites and blogs. And if they solved the case, they could reveal the killer’s identity, and spoil the suspense.
CONCEIVING RANDOM MURDERS
To make investigating consistently engaging, we created nine variable crime scenes, connected to three different murder cases for each scene, for a total of 27 possible guilty suspects.
THE MURDER CASES
After collecting the evidence, users could continue their investigation in the Solve the Case Sweepstakes, which let fans delve into a full-fledged murder investigation to try and identify the killer. To solve the case, continuing investigators examined the victim’s autopsy report, reviewed the evidence they collected at the crime scene, read the suspect and witness interviews, and followed each suspect’s leads – then had to piece it all together.
OUR OWN DIE-HARD FANS
The CSI: Deadly Intent site had more than a 60% return rate during the promotion, with one in every three visitors returning to play nine or more times, and average time on site exceeding 5-minutes. The promotion has been awarded the FWA’s Site of the Day, and won Gold for best casual game site, as well as Silver for Out-of-the-box solution at the 2010 Mi6 Awards for video game marketing.