The solution? Make viewers feel as if they're in the middle of heart-pumping action to feed their love of drama and danger. We developed an Augmented Reality (AR) game in which AR technology was embedded within Deadliest Catch print ads. The game immersed viewers in the world of crab fishing, challenging them to navigate rough seas and catch 20 crab pots in two minutes.This immersive experience was executed via an integrated campaign of print, online, television, mobile and 3-D:• Print publications (ESPN, People, Entertainment Weekly, Men's Journal, Rolling Stone) invited readers to play the game via ads and email blasts.• In-program mentions during repeats of DEADLIEST CATCH (before premiere) encouraged fans to go online and play the 3D game.• First-ever 3D panel on MSN drove tune-in on premiere day.• Mobile executions with Xbox Live, MSN, and TV Guide.

There was exceptional awareness of and tune-in for DEADLIEST CATCH:• Premiere was highest-rated show ever for the series.• Surpassed ratings goal by 38%; top-rating show for April time period.• Advertising objectives achieved with 6% improvement.• Augmented Reality game surpassed goal of 25,000 plays with approximately 97,000 game plays.• Online aided-awareness increased 19.9% (to 38.9%) -- 150% higher than industry norm for entertainment.• Behaviour Intent (plans to tune-in) increased 2.7% to 29.7%, 55% higher than industry norm for entertainment.• Over 70% of those exposed to mobile advertising were aware of DEADLIEST CATCH and over half intended to watch.