The Lost Zombies Ning community is still alive and thriving at lostzombies.com and you can reach Skot Leach through his website at skotleach.com. This case study was originally posted by Skot at the Transmedia Artists Guild forum.

First, a brilliantly simple, and brilliantly effective strategy for socially marketing of the upcoming film “The Last Exorcism” due for wide release on August 27th, took to the community of Chatroulette.

Chatroulette is a hazy, risky video chat service where users can connect to the network and be randomly paired one-on-one with another active user, sharing audio and video webcam feeds. No one knows who or what will appear on their screen.  Suffice to say, a significant portion of the userbase is there for one, rated, reason.

The marketers for The Last Exorcism decided to take advantage of this untapped demographic and medium.  You can see the results in their compilation video below.  Be warned: the video content may be disturbing to some.

Reactions to the chat sessions were recorded and posted to a youtube channel for public consumption and entertainment, bringing visibility of the film to people who may never even have knew of its existence.

How is it effective?  Chatroulette is about as personal and intimate you might be able to get to many people, freely. Even though it’s completely random, there’s an expectation of what one might expect to find: reality. By invading this space and providing a surreal experience, the connection to this property is intense and memorable.

In addition, in what might now be considered standard method, a website was set up in the world of the film for the Church of Saint Marks, along with a twitter account for the Reverend Marcus Cotton, the film’s exorcist.

On the other end of the spectrum, however, a campaign began that is intended to be more focused in its target demographic, instead hoping to gain the attention of local Xbox owners in the Toronto and Vancouver areas.

September 14th will see the release of Microsoft’s next video game in the Halo franchise, Halo: Reach.  Xbox Canada is very involved and pro-active with its Canadian Xbox community. For the previous Halo release, ODST, a pre-launch ‘training event‘ was planned for Toronto community locals. Following suit for this video game, Xbox Canada has plans to run community launch events for Halo: Reach prior to its release.  Just as the ODST training events were hyped with a localized viral campaign, the Reach pre-launch events also have a tie-in campaign to build local hype and excitement.

The ODST training event marketing was effective throughout, but unfortunately the plans for this marketing iteration were a little muddled and confusing, being met with some harsh criticism and backlash.

Subscribers to the monthly Xbox Canada newsletter received a tip to follow a twitter account UNSC_INTEL and to watch Xbox.ca/Reach for updates about launch events and instructions for winning a limited edition Halo: Reach package.

Then, what began as a relatively vague launch for a new video series on the Xbox community dashboard called “Xbox News” became a big mixup.  The series’ web page shows the anchor of the news series as a mystery.  The premiere episode revealed the host as Laura Niven, with a stiff script and news items completely unrelated to Xbox.  Not only were players confused having no context for the news video, but the production quality was effectively laughable (intentional or not), and no one really knew what to make of it. Watch the premiere episode below.

To add to the confusion, a twitter account appeared for Laura Niven, who was interacting with users on behalf of the news anchor, even getting into a bit of a tiff with some followers. The account’s connection though was quickly denied by official representatives as unrelated to the campaign. But as with any online mystery these days, who do you believe?  Though it seems the account has died in activity since being debunked, the creator of the account and its intent remain a mystery.

News popped up all over the place about this campaign’s launch.  Because of this community criticism, the following episodes of Xbox News contained clear references to Halo: Reach, and their connection with the Toronto and Vancouver launch events were indisputable. It was a rough start, and one that prompted some alterations to the campaign’s initial rollout plans, but in this case the saying may yet be applicable: “Any exposure is good exposure.”

(You can follow Xbox Canada’s Halo: Reach community launch campaign as it’s tracked at Halo.Wikibruce.com)

Both of these campaigns invaded their demographic’s personal digital space – on viewers’ screens at home in Chatroulette, and in players’ Xbox dashboards – where expectations about content already exist. The results of these two campaign launches though show how a first impression can really have an effect on the acceptance and impression of a social marketing campaign.

Tupperware. In the woods.

Who wouldn’t want to find that?  Well if you do, you’re probably a geocacher, or else you’d make a good one.

A brief primer: What’s Geocaching?

Geocaching (pronounced gee-oh-cash-ing, or gee-oh-kay-shing to some) is a relatively new hobby that began in 2000 when selective availability, the government regulation that degraded GPS satellite accuracy to the public, was discontinued. GPS devices – handhelds and navigational tools among them – became all the rage, and far more useful and practical!

Not one day later, Dave Ullmer of Beavercreek, Oregon thought “Hey, this might be fun!” and he hid what would now be revered as the world’s first geocache (now commemorated by a plaque). Back then he called it a ‘GPS stash hunt’, and his little scavenger hunt spawned a hobby that now covers the world, literally.

Since then, the process of using a GPS device to hide and locate containers of any shape or size in any publicly accessible location has been labeled Geocaching, with its own website (www.geocaching.com) and massive database of over 1,000,000 geocaches world-wide. It’s grown into a pasttime that’s family-friendly, takes place outdoors, away from the computer, it can be competitive or challenging, it’s nature-respecting, relaxing, adventurous, and for people of all ages all around the globe.

Evolution of the geocache

In the ARG world, we make use of a method of exchange called the dead drop, which is used to exchange information or items covertly between two parties at a given location without them meeting face to face. A geocache is essentially an independent dead drop. It, however, remains in place, whoever finds it leaves it there (re-hidden) for the next person, and it contains at the very least some form of log sheet for the finder to sign and date as a record of their visit.

Geocaching, since its inception, has also evolved to incorporate a far wider range of cache styles and types.

As its popularity increased, people soon began placing containers that could only be located after solving puzzles to determine its coordinates. Sometimes you’d have to visit multiple GPS waypoints, picking up clues at each, in order to locate the final container. Some were simply tasks you had to accomplish at a specific location to be successful.

Arguably the most educational and interesting type of geocache, however, is the Earthcache. These are geocaches the details and accuracy of which are heavily scrutinized before publishing, and which explain or teach about natural landmarks, geological history and the like. In order for a player to legitimately log an Earthcache as found, the player must answer a few questions (like a little exam) about the subject matter, sometimes only solvable on-site, and generally they have to at least visit the location and share a photo as evidence of having been there.

Telling stories and creating experiences

What’s great about geocaching is its flexibility to be used as a story-telling tool, incorporating real-world tasks and rewarding players. While dead drops are typically a single task or event belonging to an overarching story, a geocache (or a series of geocaches) must be entirely self-contained. They must also be placed in such a way as to be able to last and be maintained for an indefinite amount of time.

In 2001, while still in its infancy, geocaching took on a unique promotional project. Paramount approached the webmasters of the site at the time, and partnered with them to produce a geocache series called “Project APE“. These 14 caches located worldwide were part of a promotional campaign for the film Planet Of The Apes.

Much like ARG dead drops, clues were released about the drops before they were published, and geocachers were among those in the hinted locations who were on their toes. These caches were very time sensitive. They were published as sequential missions around the world, telling events within the film’s universe, yet fictionally independent from the film. The missions were to retrieve highly sensitive items from caches placed by field agents fighting against a government coverup, while avoiding being detected by federal agents.

The caches themselves were specially labeled, and generally contained collectible items like props from the film as prizes for the first to find. The final cache, a special bonus cache, even contained coveted tickets to the film’s premiere for the first finders.

For all intents and purposes, these were legitimate geocaches. However, being placed by local geocachers on behalf of the marketers, over the years they began disappearing as they were either collected, stolen, or simply archived or retired for lack of maintenance. Currently, only two original Project APE caches remain active. One is still available in Brazil, and the other in Washington. The latter is maintained by Geocaching.com staff as the one and only remaining APE cache in the United States. Players who find these geocaches are rewarded a unique and rare icon for their finds collection. Three other APE caches have also been adopted, but were converted to traditional geocaches.

Since Project APE, however, geocaching has continued to be refined and made more self-supportive and independent. It’s been receiving more media attention recently as the GPS buzz spreads, and as mobile devices become cheaper and more consumer friendly – especially handheld phones, now packaged with GPS capabilities. It’s a hobby that’s sure to continue attracting people from all countries and walks of life for years to come.

Geocaching stories post-APE-pocalypse

With more and more tools and technology being made available, the potential to create more involved story-based geocaching experiences is enticing.

Another series inspired by Project APE is Forbidden Zone Geocaches. This is a series of caches designed to expand on the mythos of the APE caches, and provides an independent website for players to keep track of their progress and discoveries until they’ve found all the necessary tips to unlock the secret final mission and locate its cache.

More local to myself, there’s a geocache named LAARU BRAVO which takes on another mission-based theme, creating a story and self-contained experience with tasks that must be accomplished in order to locate the cache container. Reading past logs, many geocachers have even described their experience while still remaining effectively in character.

Another adventurous geocache with a small story based on an existing franchise is called Tomb Raider, located near San Diego. The story itself is minor and contained to the initial puzzle, however the journey to locate and find the cache is the player’s extension to the story, and that is where the real adventure lies.  More than simply finding a tupperware container in the woods, as it were, many geocaches prompt the player to embark on real-world hikes and experiences they otherwise may never have thought they’d ever be doing. This is one of the main attractions to the hobby, and wherein lies some of the best opportunities to tell stories and create experiences.

While many still view geocaching as a hobby that should remain simplistic and easy for laypeople to pick up and go, there’s no reason why it should be limited to such a view. These sorts of experiential geocaches are what attract the attention of visitors from around the world. There are many geocache series and unique caches that make headlines. A quick google shows a sample list of bookmarked “must do” geocaches, many quite distant from the geocacher’s home town. People love memorable geocaches, and elaborate story-based geocaches are a rare commodity; especially well created ones.

Geocaching 2.0: the Wherigo

Creating extensive stories for geocaches is not a simple task, given the rules and guidelines now in place for publishing at Geocaching.com. There is another new type of geocache, however, that promises to provide a method for generating even more interactive experiences. This is the Wherigo. It’s a form of executable application that runs as a “cartridge” on a currently very limited number of GPS devices, including Garmins and some Pocket PCs. Wherigo caches are more complex to create, but afford a lot more flexibility for storytelling, tasks and scripted actions.

While generic geocaches are primarily coordinate-based with optional calculations or separate puzzle solving required, the Wherigo makes use of the GPS device and provides live interaction with a script based on your physical location. This means stories can be told in segments on the field, and different types of puzzles and missions can be created to be executed, and solved while outside.

From Wherigo.com:

Wherigo is a platform that allows you to build location based GPS experiences on your computer and play them in the real world. Think Zork, Secret of Monkey Island or Myst, but in the park around the corner, or on the beach during your family vacation. Rather than clicking the mouse and selecting a location to move your character, you actually walk from one location to the next to advance the story.

Support for Wherigo cartridges is still fairly thin, but it should only be a matter of time before Android*, iPhone, Blackberry, or other smartphone app versions appear. Additionally, while not officially Geocaching activities, there are other organizations that provide location-based gaming experiences similar to this, such as GPS Mission or SCVNGR.

Bushwacking to the future

Geocaching is still in its infancy, with so much untapped potential as a story-telling method. As time goes on, hopefully we’ll see more innovative use of this pastime to provide memorable and entertaining experiences that span more than words on a screen or numbers in your hand, but engage players through multiple media. Who will create the first truly transmedia geocache? Has it already been done?

If you’re a geocacher, I’d recommend checking out the geocaches mentioned above next time you’re in their areas. If you’re hiding geocaches, I challenge you to do more than just hide tupperware in the woods (or magnets in the city) – create an experience to remember! Write a story, an adventure! Even if the container is easy to find, the journey to get there is what people will remember most.

Do you know of other notable geocaches that have given you memorable experiences?
Do you know of any that tell amazing stories?
Please share in the comments below!

And if you haven’t already, buy a GPS or GPS enabled smartphone, and sign up at geocaching.com!

* Update: The official Android port of the Geocaching app is now available, see Geocaching.com/Android

Some Geocaches to add to the To-Do list:

• Tomb Raider (GCWD13)
• Project APE (Bookmark list)
• Forbidden Zone Geocaches (website) [article]
• Necropolis of Britannia Manor III (GC2B034) [article]
• The Journal (GC484C)
• Sixth Sanctum (GC17XT8, series)
• The Sentinel (GCK060)

4DF Live is a dynamic tool that will be used as an interface for future live events and streams. Go check it out, because its first live event begins tonight (April 2) at 6:15pm Pacific!

Hazado will be streaming video live with his iPhone from an official Encom International press conference in San Francisco. Chat with him in his UStream chat, and connect to IRC channel #flynnlives to follow along and chat live with more of the community. At 6:15pm Hazado will be covering the pre-event happenings: a gathering of Kevin Flynn supporters who will be infiltrating the press conference under the guise of Encom employees – employee badge and all. When the Encom event officially begins at 8pm PDT, Alan Bradley will take be taking the stage to announce a new Encom product. After that, who knows what will happen!

For more details about the event, visit www.operationtron.com, or the wiki and spread the word!

• Follow @OperationTron on Twitter
• Join the Flynn Lives Facebook group
• Sign up at FlynnLives.com
• Catch up on current events at the Tron community wiki
• Join in community discussion at the Unfiction forums

Finally, bookmark 4dfiction.com/live/operationtron and set an alert for 6:15pm PDT, but in your timezone :) (9:15pm EDT, or 2:15am GMT, etc)

I am personally quite excited and intrigued about this event, as it’s the first time to my knowledge that a significant actor will be appearing in public for a live event in character for a free promotional event as a way to further a story. Bruce Boxleitner is scheduled to appear in character as Alan Bradley on site (he also played Alan in the original 1982 Tron film). This is a wonderful example of a story that is crossing over into reality. Little is known about what will transpire at the event, but providing Hazado is able to keep his video stream alive, we should have front row seats (in spirit).

Operation Tron: Live!

Last year at the San Diego Comic-Convention, a very successful live event (with online components) was the platform for the public revelation of a life-size ‘Light-cycle’ and the first public teaser trailer from the film (watch the official video recap here!). This event opened the door for fans to start following FlynnLives.com – hoping, wishing, and praying that whatever happens between then and the movie’s release would also award them with some sweet Tron swag! If the Comic-Con event was any indicator, Tron fans would be in for a wild ride over the next year.

Sure enough, in early February 2010 I, along with other people all over the globe began receiving small packages in the mail containing a palm-sized “Bit” as seen in the original Tron, with a hand-written phrase written on the inside lid of the box reading “/zerohour“. From this, the website FlynnLives.com/ZeroHour was discovered with a binary-coded countdown to 11am EST, February 24th – Zero Hour.

The Tron community erupted with theories, as over the next few days a mysterious message was slowly revealed below. A list of cities appeared, located within the United States, Canada, France, UK, and Australia – but there were no instructions accompanying them.

An email was distributed just before “Zero hour” hit reminding people to watch their nearest city. Right on schedule, three cities first lit up linked with instructions to meet a contact at a specific time and place in each city. What happened was a feeding frenzy of F5′s and website refreshes for the next 9 hours as all 27 cities lit up three at a time. At the drop points, the first person to arrive and say the code phrase to the waiting contact (and only the first person!) would be given a cell phone by which they were instructed to locate a deaddrop containing exclusive Tron collectible swag – as well as codes to be entered online.

At this point, FlynnLives.com allowed anyone to create a profile, including contact information. This implied potential phone calls, text messages, even physical mail to be distributed in coming months. Once signed up and connecting the profile to a facebook account, players discovered they could earn achievement badges – bragging rights. Additionally, those lucky enough to be the first to each ZeroHour location and enter at least one of the discovered codes online also received a special achievement, and their name listed as one of 66 special operatives.

At the end of this ZeroHour event, players online and offline were rewarded with a new desktop background, and instructions to visit PitCell.com at 4:00pm EST the next day — to be the first to register for an exclusive, limited IMAX screening in one of five listed cities: Los Angeles, New York, Toronto, London, and Sydney. Of what the screening is – still a mystery.

The next day, when this second zero hour hit, once again the refresh-frenzy began. Word had spread over the course of the day through mainstream media, and people worldwide were waiting in anticipation for the moment the (FREE!) ticket registration for this IMAX event would open. In an unbelievable record (where is Guinness to confirm?) The Los Angeles IMAX event was flagged SOLD OUT in under one minute. New York quickly followed suit about 5 minutes later. Toronto and London were next in short order, and Sydney selling out closed the deal.

A leading theory at this point is that individuals who grabbed a ticket in time (which is good for two people) will have access to view a special IMAX 3D scene from Tron, much like the 6 minute prologue scene for Batman: The Dark Knight. But details about the Tron screening as of this writing are still up in the air.

That’s not the end of it, however. After the updates, more was discovered online. Additional mysteries and strange codes, a hidden discussion forum with reference to Encom International, and what appears to be a deeper story still to be unraveled.

With tron: Legacy not slated for release until December 17th, 2010, this hype campaign is sure to kick up a notch or few in upcoming months, and those who miss out on this IMAX event shouldn’t fret about missing out entirely. Sign up for a profile, and watch for any opportunity to get in this game! One thing to keep in mind is that this kind of catering to a market fanbase is best and most successful when free, and only as good and enjoyable as the fans, players, and community make it.

You can join the search for Flynn in numerous ways:

• Bookmark FlynnLives.com and sign up
• Join the Flynn Lives Facebook group
• Follow #FlynnLives Twitter hashtags
• Join a discussion community like Unfiction or Tron-Sector
• Follow updates on Tron viral wiki, or the Tron wikia
• Watch sites that are tracking the campaign, like MovieViral.com and ARGN.com

(this article is mirrored from the original publishing at wikibruce.com)