On Friday, conspiracy drama Hunted premiered on Cinemax. The plot of Hunted unfolds in the world of Byzantium, a private security firm which promotes itself by declaring that “we are not for everyone, just for the 1% that matters.” This phrase also plays a key role in Campfire NYC’s elaborate transmedia campaign for Hunted. The phrase evokes associations with the media strategy put forth by Occupy Wall Street—an association that seems anything but accidental. While the Occupy movement uses the 1% metaphor to critique social inequality, the Hunted transmedia campaign finds multiple ways to integrate the metaphor into the system of commercial television.
Veteran transmedia storytellers Campfire previously designed campaigns for programs such as Game of Thrones and Bag of Bones. In those campaigns, as in the current one for Hunted, Campfire relies on a multi-pronged strategy to spread word of mouth about the program and increase brand awareness of the channel on which the program airs. As such, the campaigns combine an interactive web-based component, a physical object sent to opinion leaders, and, in the case of Game of Thrones and Hunted, targeted, local events. All elements of the campaign synch to provide potential viewers with an immersive experience of the program’s characters and storyworld.
The specific elements that comprise the Hunted campaign have been analyzed by multiple media outlets such as ARG Net, Huffington Post, and by Myles McNutt, so I will highlight only a few relevant features. The online component at ByzantiumTests.com consists of personality tests that supposedly decide if the participant is fit to work for Byzantium Security....