The modern era of media is a fractured landscape. Where once 70 million Americans could watch The Beatles on Ed Sullivan, today networks must fight for viewer attention with TiVo, cable, video games and of course, the internet. Simply making a great show is no longer enough. In order to succeed, advertisers must move beyond their actual programming and create something unique and specific in order to instill a deeper emotional connection with consumers.
Perhaps the master of this approach is J.J. Abrams. Between Lost, Cloverfield and Super 8, Abrams has a proven track record of producing Triple-A content matched with innovative and singular marketing. His newest show, Alcatraz, is taking the Brechtian Meta-Reality antics to a whole other level. We’re only three weeks in to the show’s run and already the producer have pulled off one of the best Alternate Reality Game pieces ever. Last Friday, Fox invited the first 312 fans who lined up at San Fransisco’s Dock 33 a chance to participate in a large-scale scavenger hunt on the real Alcatraz. Collider was on the scene and played the game. Hit the jump for a video summary of the action and a detailed breakdown of the ARG madness.