In 2011, NBC Universal relaunched the new, even more thrilling 13th Street Universal. Motto of the relaunch: 'Others have viewers. We have eye-witnesses.' The challenge: Get the audience engaged in the thriller and crime genre like never before. The insight: 13th Street viewers don't only want to watch thrillers and crime, they also want to feel and experience the thrill. The idea: A spectacular interactive mix of movie and real life gameplay, promoted in all relevant channels: 'The Witness — The first movie in the outernet'.

On the 13th Street website, viewers can apply to be part of this exclusive event.

Their mission is to save Nadia, a prostitute, from the Russian mafia.With GPS and software we developed especially for the iPhone, viewers can experience a real life film directly at the crime scene. But the viewers cannot witness the action passively. They have to collect evidence, data and communicate with opponents. The viewer changes the film with the decisions they make.Everything begins when Nadja is kidnapped. Now the viewers have to take action. Suddenly they are part of their very own thriller. Depending on what one decides; one can be the hero of the film or the next fatal victim of the mafia.With the motto “Others have viewers. We have eye-witnesses", we promoted this thrilling game using TV and cinema ads, online banners, posters and in magazines.

This campaign was a huge success both before and after the game. 10% of all website users applied for the game. 13th Street and "The Witness" became the number one topic in international blogs and several social networks. Reports in TV-channels, newspapers and magazines continued to spread our game and our motto: "Others have viewers. We have eye-witnesses."