The supernatural drama Teen Wolf has a social audience of over 4 million fans, all of which were left eager to see what would happen during the show’s highly-anticipated mid-season premiere. Rather than air the trailer in a traditional way, MTV looked to give fans the ultimate reveal experience.
The idea? A gamified, exclusive first-look at Teen Wolf’s upcoming programming through a series of interactive puzzles. To delight Teen Wolf's enthusiastic fan base in an unexpected way, MTV and Carrot created TeenWolfTrailer.com. For one day only, visitors to the site worked to unlock the show trailer that had been divided into four 0:30 second increments. In each section, there were 30 scrambled, one-second frames that animated upon hover. Fans were challenged to arrange the frames in chronological order, revealing more of the trailer each time they completed the puzzle. After finishing sections 1-3, the fourth section unlocked the full trailer. Besides being rewarded with a never-before-seen glimpse into what was to come on the show, every fan to unlock a section was entered to win a grand prize trip to the set of Teen Wolf, and the first user to complete each section won a signed DVD set.
In just six hours, over half a million visitors - 11,000 concurrently - watched 2.5 months worth of video content to unlock the show’s trailer. The high-traffic and fan engagement led Mashable to notice and highlight the campaign while the exclusive site was live.
When the second half of season three of Teen Wolf returned, MTV enjoyed the most watched telecast in the series’ history, with 2.5 million total views and 1.2 million tweets, 25% more than the previous series high.
Case Study: http://carrot.is/creative/teen_wolf Official Show Site: http://www.mtv.com/shows/teen_wolf/