Grounded In Reality

Some of the best moments of the Ad Age Digital Marketing Conference were the “Digital Shorts” – 15 minute case studies presented by creative execs from top interactive shops.  My favorite was a demo of Sharkrunners - an online game created for the Discovery Channel’s annual “Shark Week” series.

The gist of the game is that players take on the role of marine biologists conducting shark research. Participants select a virtual boat and crew and begin charting their course in search of great whites.  Here’s where it gets interesting: the game is virtual, but the sharks are real.  The shark movements in the game are controlled by real-world white sharks with GPS units attached to their fins.

This is a fascinating illustration of how alternate reality games can incorporate real-world situations and locations.  The game is also multiplayer, so participants compete with rival boats for research dollars and prestige. Players can even receive email and SMS alerts during the day when their boat is within range of an encounter. Kevin Slavin, Co-Founder of Area/Code (agency behind the project) talked about the success of this game and how it raised the bar for branded storylines.  On the surface, searching for sharks online doesn’t sound very compelling, but adding in the real-world element changes the entire dynamic. According to Slavin, the game has had a tremendous impact in engaging users and increasing participation and involvement in Discovery’s Shark Week. Props to the Area/Code team for a job well done.