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
![House Caduceus integrated teaser](https://i2.wp.com/swimmermedia.com/wp-content/uploads/2013/08/yellow.jpg?resize=614%2C323)
Phase 2
![Phase 2 - House Caduceus integrated teaser reveal](https://i0.wp.com/swimmermedia.com/wp-content/uploads/2013/08/Phase-2-house_caduceus_mid.jpg?resize=614%2C359)
Phase 3
![House Caduceus integrated teaser reveal](https://i2.wp.com/swimmermedia.com/wp-content/uploads/2013/08/Phase-3house_caduceus_reveal.jpg?resize=614%2C392)
Phase 4
![Phase 4 - House Caduceus Final Reveal](https://i2.wp.com/swimmermedia.com/wp-content/uploads/2013/08/Phase-4-snakes_final.jpg?resize=630%2C715)
Integrated Campaign Roll-Out Overview
![House integrated teaser phases](https://i2.wp.com/swimmermedia.com/wp-content/uploads/2013/08/fox-house-viral-integrated.png?resize=630%2C552)
Campaign Results
![SnakesOnACane.com Viral Teaser Campaign Results](https://i2.wp.com/swimmermedia.com/wp-content/uploads/2013/08/snakes-chart.jpg?resize=630%2C326)