A mix of urban fantasy and Aboriginal mythology, Animism is something of a modern day Narnia that sprawls across a range of media. The story traces the journey of Mel Ravensfall as she grows from disaffected teenager to a relic hunter in the mold of Lara Croft.
Animism: The Gods' Lake
Alternate Reality Game
CHALLENGE
We wanted to design an online experience to ensnare potential audience members who would have had no knowledge of the series, but who we believed would have a strong affinity for the themes, characters and conflicts material. Pervasive gaming seemed the right approach.
SOLUTIONS
This alternate reality game spread across the targeted digital ecosystem and began drawing in players whose activity generated some impressive metrics. This provided the core upon which we will continue building the audience for this property.
