The 24 experience We were briefed by Sky One to develop an engaging online campaign to promote the new series of ‘24’. Our solution was a multi-channel Alternative Reality Game (ARG) which immersed the viewer in an interactive experience where they were at the centre of a 24 style mission. The game was played using online, mobile and email. To create an interactive campaign and drive interest, we subtly placed a url: for a website www.ctuagent.com and a passcode into all of the above the line advertising – TV, Print, Outdoor, as well as creating some bespoke online ad’s which featured a more explicit call to action.

A viewer would follow the url and enter the passcode. To gain entry to the Counter Terrorist Unit server, they would also have to input their name, mobile phone number (uk only) and email. This would then give them ‘level 3’ access to the secret world of CTU Los Angeles. On the site, users could check out files on previous cases, see surveillance footage and download the iconic CTU telephone ringtone.

But the site is relatively shallow (intentionally) and doesn’t give any indication of what should happen next. The reason for this is that, shortly after entering the site and clicking around on it, the users mobile phone would ring. The caller has a masked, digitised voice, and informs them that they have ‘been assigned’ to a mission. Jack Bauer is in the field extracting important intel and they need to follow instructions.

Shortly after this, the user receives a text message from Jack Bauer.

He tells them to go to a website (www.pandoraexports.com) click on the client section, enter a code, and see what they can find.

Once this code is entered, this seemingly innocent import export website reveals itself to be something a little more sinister. The user discovers a secret area.

The user still doesn’t know what to do next. The next event is an email sent from Chloe O’Brien at CTU telling the user that they think the user has found a clue which could be the basis for a terrorist attack. She instructs the user to go to You Tube and search for a trigger phrase ‘Elephants on the Moon’ which was discovered at the Pandora’s Export website.

On arriving at YouTube, the user finds a strange video which appears to be a normal financial presentation from a middle-eastern speaker. However, at the end of his presentation, he uses the trigger phrase found on the import export website. The user comments below this video are discordant and ominous:

The next event is an email from Bill Buchanan, head of CTU

Following quickly on from this, the user receives another text This time it’s form ‘a friend’ the user is instructed to visit the Chinese embassy website to ‘see what’s really going on’

On visiting the www.thechinese-embassy.com, the user clicks on the red logo and holds down the SHIFT, F and G keys. They then input the code they received on the text message. As a result of this, chaos ensues. The screen begins to break up, multiple windows are launched and the user loses all control of their mouse. This then finally resolves on an end message: 24 – Day 6 – Mission Complete.

Users are then rewarded with an exclusive 8 minute trailer of the new season of the show and given an opportunity to enter a competition to win a trip to the set of 24 in Los Angeles.

To play the game for yourself please visit www.ctuagent.com/demo.html and enter the passcode 99k36f Alternatively view the following demo video