Dexter invites you to become a serial gamer.

Dexter is just as multi-faceted as the Flip Flap Man. Svelte family man. Dedicated worker. Restless killer. Self-proclaimed white knight. To trigger conversation around the upcoming Season 5, Showtime created an Alternative Reality Gaming (ARG) mobilizing the dynamics of video games storytelling through a collection of websites, blogs, videos, twitter personalities, forums, location-based challenges, Cafepress collectibles, YouTube briefing videos and random treasure hunts.

Launching viral campaigns at Comic-Con has become as original as joining the Scientology when you're a Hollywood closet case celebrity. 42 Entertainment created the ultimate campaign with their highly contagious Why So Serious initiative for The Dark Knight (watch the case study); intertwining reality and online initiatives masterfully.

The Dexter initiative plays with the same rules:

• A dense web of websites (SerialHuntress.com, SleepSuperbly.com, ControlAddicts, MessuaUsedAuto, 8inBlood, etc.)
• Their respective Twitter, YouTube, Flickr and Facebook presence
• A mobile scavenger hunt developed in partnership with SCVNGR mobile app for smartphones and coordinated on Dexter GameOn, that resulted in the unlocking of exclusive footage from the upcoming season.
• A Facebook gimmick that allows you to "slash your cheek" by adding a little blood slice on your face pic

The plot ties closely with Dexter's universe, asking users to investigate the most recent crime scene of a serial killer dubbed "The Infinity Killer" - so named for the lemniscate mark he leaves in the victims' blood.

As is the case with clever Alternative Reality Games, this morbid initiative manages to tap into serial gamers' craving for instant gratification, discovery and rewards; and convert it into a deliciously multifarious experiment that throws so much red jell-o at the wall that some of it should stick. Which is exactly when splatter analysis will be able to start.

Comments

[Penn]

hey! that's me in red in that photo up there :) awesome....
this game is actually pretty addicting.

P*