For the June 2nd launch of ABC Family’s upcoming sci-fi procedural show Stitchers, the network is launching their own smartphone app and Google Cardboard headsets to promote the new series.
With Oculus’ consumer product to hit shelves in early 2016, Hollywood has been fully embracing virtual reality experiences as part of their product marketing launches. ABC Family hopes the new app will appeal to its more tech-savvy audience while helping with the challenge of marketing the tricky premise of Stitchers. The Stitchers series is based on a sci-fi methodology to solving crimes where individuals are “stitched” into the memories of recently murdered victims in order to identify the culprits.
ABC Family’s Senor Vice President Marketing, Creative and Branding, Nigel Cox-Hagan explains:
“Stitching into the brain is such a novel idea that we realized it would take a take a lot of explanation and elaboration to get it across to the consumer and then we realized we have the perfect mechanism in VR or augmented reality to place a person in an experience very much like a stitch.”
The “Hack the Case” app challenges users to become “stitchers” themselves and gather clues while living out the memories of a recently murdered woman while she slept in her bed. As an additional incentive, “Hack the Case” Stitchers participants who solve the case will be entered into a sweepstakes for a chance to win a trip to Los Angeles and an action figure of their own likeness created by 3D printer.
Part of ABC Family’s launch of the experience also included distributing Google Cardboard viewers created in collaboration with DODOcase to add an additional branded element to the immersive app.
For those who don’t already own or are unable to get their hands on a VR headset, the app offers a simulated environment that can be enjoyed through the same app or on the web, minus the consciousness transportation of being actually “stitched” into someone else’s memory.
“Stitchers” debuts June 2 at 9/8c on ABC Family.
More information and download links can be found at http://stitchers.com/