JONNY'S GONE
AN IMMERSIVE TIKTOK
ALTERNATE REALITY GAME (ARG)
THE
VISION
To spread the word about UNSHUT's groundbreaking immersive entertainment, we created an Alternate Reality Game (ARG) for TikTok with:
- Live Performances
- Pre-recorded Video
- Social Media Messages
- Interactive Websites
All to create a month-long paranormal mystery.
We created an influencer who shared "real life X-Files"—true plants, legends, and animals that seemed unbelievable.
Then we created a series of increasingly bizarre paranormal videos, documenting this man being driven to madness by a ghost haunting his new apartment, with clues as he began digging into who the spirit might be, and characters from his life offering advice on how to handle the situation.
This immersive alternate reality game (ARG) blurred the line between fiction and reality, combining real Los Angeles history with an emotionally compelling narrative, and captivating our TikTok audience to investigate...
THE
STRATEGY
THE
EXPERIENCE
Audiences were captivated, claiming they saw the spirit, that they had similar experiences, and working together to decipher the clues and solve the mystery of this ghost.
Most experiential marketing is engaging, but it’s rare to truly transform audiences into active participants of a story.
THE
RESULTS
Once we revealed the Agents of UNSHUT, investigating this along with audiences, we saw a website traffic increase of 54%, with a 15% conversion rate for our luxury ARG product Black Box.
These results showcased the campaign’s success and demonstrated an ability to measure brand new KPIs:
-
True Attribution Across Channels
-
Emotional Impact of the Campaign
-
User Brand Mission Alignment
-
Cross-Device Customer Journeys
UNSHUT's TikTok ARG redefined the capabilities of immersive social media marketing, setting a new standard for interactive storytelling and solidifying UNSHUT's reputation as a bold innovator in marketing and entertainment.
