I collaborated with various teams at Bleacher Report to develop a proof of concept for a promotional ARG (a narrative-based scavenger hunt that blends digital and physical interactions) to generate buzz for their brand-new app, as well as teach people how to use it.

In order to create a truly immersive experience, the narrative needed to be cohesive from start to finish. In crafting the story, I had two goals in mind. The first was to ensure each interaction was tied to a specific function of the app (to help familiarize users with it’s features.) The second was to gradually increase intrigue over time in order to keep player’s attention until the end.

The players’ first contact with the secret society comes in the form of a letter. When creating the visual identity, I wanted to capture both a sense of storied history as well as that of an active presence; this was an organization with a long and fabled past, yet one still alive and operating today. The illustrative style in tandem with a modern font help to achieve this balance.

Throughout the experience, players are guided through the app as they interact with its various functions. One example of this involved players finding a hidden character that they chase around the app for clues, interacting with live games and replays (core features) in the process. The results familiarize players with the app in addition to providing a satisfying conclusion.