A SEASON-LONG COMPETITION TO LET FANS PICK WHO WOULD PERSEVERE ALONE IN THE VANCOUVER WILDERNESS.
The first season of Alone shocked fans with riveting stories of survival and perseverance in the Vancouver wilderness. For the second season, we built the "Solitary Showdown" to capture more than interest, but engagement.
Though the contestants on Alone face the Vancouver wilderness by themselves, the show’s success depends on individuals connecting over the show and watching together, which drove our objectives:
- 1) Rise above an extraordinary number of entertainment options in Alone’s window
- 2) Develop interest and equity in a new cast of contestants
- 3) Drive engagement all season long with an activation that goes beyond the premiere
The plan: channel Alone’s truest differentiators by testing viewers with a challenge of their own.
Project Solitary Showdown
What We Did
- Website Design
- Digital Activation
- Social Content
THE SOLITARY SHOWDOWN
Our take on a fantasy draft, Solitary Showdown gave armchair survivalists the chance to choose, bracket-style, who they believed would win the competition. To help, we created an interactive page where users could review contestants’ skills and save their entries.
At stake was an adventurous getaway to the show’s filming location, Campbell Island. Luckily, winners wouldn't be venturing into the wilderness alone. The prize included lodging, grizzly bear wildlife tours, whale watching, and a rafting and snorkeling excursion.
Before highlighting the inevitable losers, we analyzed the skills, experience, and packs each contestant brought with them to the challenge through individual and original social graphics.
SEASON-LONG SUSTAIN CONTENT
When bears, hunger, and unrelenting elements finally took their toll, we produced sharable social graphics about why each contestant departed the island, fueling engagement back into the bracket.
ACTIVATING HISTORY FANS
Part of our social initiative was the creation of fact-based and historical graphics that could be shared across social media. (It is the History Channel, after all.) “1 Solitary Fact' cards spotlighted interesting facts about Campbell Island, #TBT cards spoke to the Island's history, and quotes from previous seasons reminded users of earlier drama and action.