Sky to launch online game in support of Bones

by Alex Donohue, Brand Republic 30-Oct-07, 10:30

LONDON - Sky has teamed up with Fox to launch an online game in support of the forthcoming season three of US crime drama 'Bones', featuring contributions from the show's two lead actors David Boreanaz and Emily Deschanel.

The campaign, which was devised by Anson Harris, creative director at Altogether Digital, invites users to access a specially created website called The Dead Room, where they can view three mock crime scenes, which form part of a wider experiential campaign being held in London, Glasgow and Manchester.

Fox Network's 'Bones', which returns on Sky One and Sky One HD on November 8, follows the story of a forensics and police team's investigation into open FBI murder cases, and debuted in 2005. It is based on the life and books of Kathy Reichs.

Sky is currently orchestrating an experiential campaign to showcase 'Bones' third series, which has turned shops on London's Oxford Street, Glasgow's Gordon Street and Manchester's Princess Street into crime investigation scenes featuring tape emblazoned with the Sky and 'Bones' logos.

Visitors to The Dead Room website are redirected to the homepage of the London Institute of Forensics, a fictitious sister agency of the Jeffersonian Institute where the 'Bones' series is based. Visitors can submit their name, photograph and mobile number to take part in a murder inquiry headed by a virtual online 'Bones' forensics team.

As the third series of 'Bones' progresses, players will receive clues and prompts from members of the programme cast, including David Boreanaz, who previously starred in 'Angel' and 'Buffy the Vampire Slayer' and Emily Deschanel, in the form of video, text and phone calls until the trail leads them to a killer.

Fox said it worked closely with Altogether Digital to devise The Dead Room concept, which involved interviewing members of the 'Bones' cast to create the interactive messages used in the game.

Alexandra Lewis, director of marketing communications at Sky Networks, said: "The Dead Room is a chilling piece of brand engagement that will give fans of 'Bones' another level to their enjoyment and at the same time provide those who haven't discovered 'Bones' with a unique experience that will draw them to the launch of season three."

The locations for the three crime scenes were produced by Sian Baker and Juliette Hughes at Lunch Communications, and the website and interactive content were created by Anson Harris and Faraaz Marghoob at Altogether Digital.