Guest of agIdeas 2011
Working at the meeting point of film, gaming and the hard kernel of reality, 42 Entertainment have built a successful business from participatory and interactive forms of marketing. Their self professed “alternative reality games” engage with fan cultures through multiple online and offline platforms.
Prior to the cinematic release of The Dark Knight, 42 Entertainment ran a campaign in the most literal sense - encouraging fans to attend, promote and interact with the political career of the fictional character Harvey Dent. Seeping across screens, newspapers, badges and billboards, The Dark Knight was given a presence in reality - even down to websites for fictional companies like Gotham City Taxi.
President and CEO Susan Bonds says that this approach moves away from passive interpolation of consumers. Overseeing projects for Halo, Tron, Resistance and Trent Reznor’s concept album Year Zero, Susan has helped audiences organize and interact with stories through meetings, events and high-tech “treasure hunts”.
Whilst commerce is still the driving force, this approach has won praise from industry sources - and perhaps most importantly - driven audience interaction and contribution.