Project: An integrated viral campaign for the hit show House, entering it’s 8th season. The 4-phase campaign started with a series of teaser images of a modified Caduceus symbol designed by the start of the show, Hugh Laurie. The icon shows snakes wrapped around a cane and was placed on an unbranded website: SnakesOnACane.com. There was a countdown with a gradual reveal, coordinated with outdoor advertising and on-air teasers. While bloggers were congratulating themselves for figuring-out the puzzle they were generating buzz for the show.
Title: Director of Online Content
Role: Web campaign product lead, working closely with marketing and PR teams to coordinate with non-digital campaign elements of this integrated campaign.
Phase 1
Phase 2
Phase 3
Phase 4
Integrated Campaign Roll-Out Overview
Campaign Results
