Case study: Final Punishment -When Your Audience Become Players!
Final Punishment Case Study
Mixing Games with Internet, TV,
Live Events and Cinema
o beActive created Sofia’s Diary as Web/Mobile
interactive Blog in January 2003 in Portugal.
o In the last 5 years SD was already adapted as a
cross-media format in 10 territories and
broadcasted in more than 30 countries.
o Sofia’s Diary UK was the first Web based
contend to be transferred to TV.
o beActive launched Flatmates in Portugal in
2008, and the cross-media series was already
localized in Greece (MTV) and Romania.
o In 2008 beActive launched Beat Generation,
an interactive Pop Culture Magazine, being
produced in Portugal, UK/Ireland and Brazil.
Our Previous Work
“Sofia’s Diary helps to write the history of the Television in the UK”
in Broadcast, April 2008
o Cross-media Show launched in Brazil in 4Q2009.
o Premiered in Rio de Janeiro Film Festival – Oct. 2009.
o Web content broadcasted on IG.com.br and Youtube.
o Mobile content made available to OI clients.
o TV Broadcast in December 2009 in OITV (Digital TV)
o An ARG was made available for 8 weeks to allow the
audience to “save” the characters of the show.
o +115.000 registered players.
o A TV Show wrapped the experience.
o Show already got a Digital Emmy nomination, a Rose
D’Or Interactive nomination, a Tela Viva Award in Brazil
and since last week an International Format Award at
o Now being produced in Russia and Canada.
Final Punishment: Starting Point?
• The Briefing and the Challenge:
• The Final Punishment Briefing: Create a 3 window concept that could
show OI Telecom services: Mobile, Digital TV and Internet Portal.
• We had a script that we were unable to fund as no sponsor wants to be
associated with “women getting killed in a prison”.
• The Challenge: how to make a story about “women getting killed in a
prison” relevant to an audience that reads a similar story in the
• The solution: make it personal => “You can save them!”.
• The 2nd Problem: how make audiences like and care for women that
were convicted for murder.
The ARG Started
• Game against time to allow audience to
save the 8 women.
• Back-story was introduced in the form
of blogs, photo albums, news articles,
etc to make women in prison more
relatable to the audience.
• Detective based game to tease
audience to find out more about these
women, what’s the connection
between them and who’s killing them.
• Audience need to collect 30 photos and
a decoder that will allow them to find
the right code.
The Final Punishment ARG
The Game Master
Youtube/IG Video Channel
• 1/10/2009: Premiere on Rio Film Festival and event in
the streets of Rio de Janeiro and Festival lounges.
• 3/10/2009: Fake news about the “Prison” to be
broadcasted in OI Radio and published as Ad News in
several newspapers and blogs.
• 7/10/2009: Partnerships with top Brazilian Blogs to
initiate discussions about “Is this prison the solution
for Brazil’s overcrowded prisons problems?”.
• 9/10/2009: Blacklords hack the Web site.
• 10/10/2009: First inmate dies – The game starts: you
have 7 weeks to save the remaining 7 women.
• 10/10/2009: Social media campaign starts with
Adwords, Text Ads, Facebook Ads, Banners, and the
support of some hired bloggers.
• 15/10/2009: The ARG campaign starts.
• 15/10/2010: Off-line campaign starts on the Office
“Lifts” media in S. Paulo and Rio de Janeiro teasing
office workers to “save the inmates”.
• 15/10/2010: Partnership with two “Videogame News”
based Web sites in Brazil to promote the ARG and
create separate communities and forums to enable
discussing and hints and codes sharing between users.
• 17/10/2010: Youtube channel and IG.com.br Video
Website set up with some “leaked” videos from the
prison and inmates: surveillance cameras videos,
prison psychologist tapes, etc.
• Mid-November: first users decode the password.
Prison Web site shuts down.
• December 2010: Broadcast of the 4-part
mockumentary with the real truth about what
happened in the Ivo Kermartin Prison.
• You’re being investigated by the Brazilian police
Facebook viral application.
• “Stop investigating” IVR pre-recorded phone calls.
• SMS Alerts with clues and teasing the audience to
come back to play.
• Twitter alerts planned to guide the audience.
• Facebook / Forum / Blog Comments moderation.
All the Content Produced
• Cinema: 1*80m feature length CUT for Rio de Janeiro Film Festival.
• TV: 4 part mockumentary, 1 making of TV show, 2 TV ads and 2 TV Teasers.
• DVD: 1*90m Feature Film Cut + Extra material.
• Web Video: 8 confessional videos, 8 lost tape videos and 4 additional 22’ videos.
• Mobile Video: 8 * 38s character presentation videos.
• 2 Mobile (JAVA) games.
• 2 Facebook/Orkut Applications.
• 3 Twitter Channels and 3 Facebook profiles and pages.
• 3 Flickr channels: +100 photos were produced and/or edited.
• 8 Blogspot blogs.
• 45 different banners.
• +1000 tweets from the game.
• 20 SMS alert messages + 1 WAP web site.
• 1 IVR – Pre-recorded voice mail system.
• Put the audience inside of the show.
• Make them participate and be part of it (casting
events and life events in Flatmates, screaming
competition on Final Punishment) and it’s outcome.
• Make it personal and immersive.
• Use “all medias” to make it a truly 360 degrees show.
It becomes part of your day life.
• Use the Internet, Social Media and Mobile phones to
establish relationships and build communities.
• Use push devices (Twitter, SMS alerts, etc) to bring
audiences back to the content.
• Use traditional medias as TV, Radio and newspapers
to bring the content to the mass market.
• Use brands as sponsors and/or produce mobile and
off-line products for monetizing the content (Mobile
content, Books, DVDs, licensed products, etc).
What worked really well!
• Partnerships and exclusive previews
for “bloggers” and opinion makers
• Be personal: marketing campaign in
the elevators was really successful.
• Clues based on photos allowed
audiences to collect them.
• Focus on the Video elements. After
all it’s what 90% of your audience
will only see.
• Game master entity “Blacklords”
helped to explain the game but…
• Game needs to be really clear and
audiences entering later real need to
know where they are.
• Partnerships with Videogames
communities didn’t work as expected.
Core gamers don’t like ARG’s.
• PR is Key to get the buzz out and increase
the community around the project.
• Social Media services: Orkut, Twitter and
Facebook. Excess of Facebook apps.
• Shooting a TV series 100m from a Favela
will always be an “adventure”.
beActive, Produções Interactivas, S.A.
Av. Duque D’Ávila, Nº 23, 1º Dto