Creating Channel 4’s first multi-platform drama.
The Utopia Inquiry. A three-part investigation into the unseen powers that affect us all. Blurring the lines between fact and fiction it brings to life the disturbingly controversial issues touched upon in the TV drama. The Inquiry forced viewers to question their behaviour, the decisions they make every day and the resulting consequence. As faced by the show’s characters.
We used social channels in real time and digital Easter eggs to achieve our ambition: to blur the boundaries between fact and fiction. To create something deeply personal and unsettlingly real.
The results:
Over 2 million page views, with the average time spent exploring the site being over five minutes. 5,000 raisin boxes were downloaded and 3,000 people called the appeal line (with no promotion and little screen time) 15,000 Facebook fans engaged in lengthy debate and 5,000 Twitter followers contributed to 45, 000 tweets during the series
Awards: DADI Grand Prix, Lovies, BIMA and an actual BAFTA Nomination