AGENCY: Roi Division
CLIENT NAME: Swedish Radio
Campaign started: February , 2018
Campaign ended: March, 2018
Created at: September 17, 2018
The Tunnels is a psychological thriller written by Jerker Virdborg for Swedish Radio’s podcast P3 Serie. It takes place in the underground tunnels of Stockholm and tells the story of how a man’s increasing obsession with the underworld has fatal consequences.
To promote the launch of the series, we were was asked to come up with a social media campaign with focus on Instagram, the media channel where P3 Serie had most of their listeners.
Target group: 20–35.
We wanted to create a campaign that built expectations and set the right mood for the listener. A campaign based on participation and interaction. So we created a game on Instagram, an interactive trailer if you like.
The campaign took off via sponsored Instagram stories from P3 Serie and film ads on Instagram. The first ten people who completed the game won a guided tour in an old nuclear power plant deep below The Royal Institute of Technology in Stockholm.
Main media channel: Instagram.
250 persons finished the game
Very positive feedback from people who played the game
419 views on level 3
Mentions in gaming magazines
Campaign element description:
In the Instagram story, the visitor has to get down in Stockholm’s tunnel system and search for the series’ main character Klas. To complete the game, the player had to navigate through different tag-functions, picture carouselles, sounds and films. On the most difficult levels, the player had to leave Instagram and search for further clues on the Internet, make a few phone calls and listen to voice messages. All the names, accounts, persons and events in the game are taken from the series.
Instagram STORY AD – https://vimeo.com/272319124
”5 days ago Klas disappeared down in the tunnels. Do you dare to follow?”
The first 10 that make it all the way win a guided tour in the reactor hall at KTH. Good luck”
(Swipe up to start the game)
”The Tunnels – A new psychological thriller in 8 episodes – P3 Serie”
OVERVIEW OF THE LEVELS
LEVEL 1 – THE MAP
LEVEL 2 – THE PARKING HOUSE
DEAD ENDS – LOCKED DOORS
LEVEL 3 – THE DARK ACCOUNT
LEVEL 4 – THE TUNNELS
LEVEL 5 – THE ANSWERING MACHINE
LEVEL 6 – THE HEARING PROTOCOL
DEAD END – THE MENTAL HOSPITAL PATIENT
LEVEL 7 – THE WEBSITE: https://darkestandlightest.se
LEVEL 8 – THE END