My team was responsible for developing an interactive ARG (alternate reality game) social campaign for the film, Reminiscence. We decided to bring Bannister & Associates (B&A), the company belonging to Hugh Jackman's character, to life online.

Our campaign began by launching B&A's competitor website, Memory Lane, which included custom, in-house scripted, and filmed 'client testimonials.' For B&A we launched its own Yelp page as well as created a fake advertisement that played on Memory Lane’s site.

To engage our fans, we also launched a 'Community' activation. Fans who called heard a custom voicemail recorded by Hugh Jackman himself. Fans who texted received a series of custom content. We continued to re-engage these fans throughout the campaign by texting them new prompts to respond to.

Finally, we partnered with Timehop to take over the app for a day with custom content and audio footage from Hugh Jackman, playing into the film's futuristic theme of being able to relive past memories. The stunt ended with a custom graphic with Timehop’s mascot, Abe, providing the perfect finishing touch to an innovative and engaging social campaign.