Our research showed that when hosting a single goal campaign on your main site, it can get lost amongst the features, products, services, etc. that you are already sharing with your audiences. Having a separate, smaller site allows brands to let their creative flag fly, creating a more focused pathway to the campaign’s specific call to action.
Staying true to the movie theme, we constructed a microsite game which involved an intricate police case, leading fans on a digital chase to determine who the guilty party was. To ensure that the game was authentic and replicated an American style investigation, extensive research was done into how actual American police studies were presented. The result was microsite design built around case files, voice clips, suspect dossiers, etc.
The site trapped users in the experience of being a detective, attempting to solve the case one step at a time. The microsite was rich with content and engagement opportunities, enabling users to play with the different features, prolonging the average time on site by 29%. Clear call-to-action allowed users to get lost in the game and feel as if they were instrumental in solving the scenario.