In USA’s post-alien invasion show Colony, the world is divided between those who comply, and those who fight back.
So instead of marketing the show traditionally, I built the campaign around a single idea: experience the world from both sides.
At the center was a gamified interactive site that placed fans inside a 3D fully realized version of the Los Angeles Colony, letting them explore life under occupation as either a collaborator or a member of the resistance. Fans could explore the WebGL map of LA, play weekly missions, win prizes, and rank up.
COLLABORATE
Fans could switch back and forth between sides while they explored the map, revealing information that was hidden from the other side.
RESIST
While each fan was encouraged to pick and stay with one side, they were still able to spy on the opposition by temporarily switching sides.
To announce the release of Colony we created a minimal and mysterious teaser. For this teaser we originated a fullscreen video website experience, featuring a unique scrolling mechanic that allowed users to advance through a scene of Los Angeles as both pre- and post-alien occupation. As users watched LA transform visually, they were also drawn into the experience with an immersive soundscape. The final scene was dotted with Easter Eggs teasing more information about Earth’s mysterious visitors, including audio hotspots and propaganda posters.
The companion site was then introduced with an explorable room where fans discovered the Resistance.
For the companion site, we created 10 weekly missions that played out over the course of the first season. Each week fans could rank up, win prizes, and get hints about upcoming episodes.
