What secrets lie buried beneath the Whistler Web strategy?

Bento Box takes the mystery out of managing online Web promotion campaigns for hot new Canadian produced television show Whistler.

"We really like what you did with Da Vinci's Inquest."

When Janet York of UpHill Productions contacted Bento Box to create a Web site for the most ambitious television series in Canadian history, she didn't quite know how far we would take it.

Janet cited our long-term work on the Da Vinci's Inquest site. Sure, it's big, bold, beautiful and dynamic--but that's only half the picture.

Da Vinci's Inquest was an established show when we started--we needed Whistler to hit the ground running with its summer 2006 premiere on CTV in Canada and Nickolodeon's teen network The N in the U.S.

What we did

Bento Box got to work seeding social networking sites to pique interest in the show with the target demographic. We set up and fleshed out MySpace profiles for Whistler characters, posted candid photos on the photo-sharing phenomenon Flickr, and created intriguing character profiles on special interest Web sites as gateways to the AfterTheDrop.com blog.

Meanwhile, all the basic legal and promotional requirements were being handled by corporate site, WhistlerTheSeries.com.

AfterTheDrop.com

As the series develops, AfterTheDrop.com transitions from a prequel character blog to a heavily trafficked promotional vehicle for contests, the soundtrack, partner/sponsor messages--all surrounding episode synopses written from three major characters' perspectives. It also becomes a hub for the public to discuss the mysteries and motives behind Whistler.

WhistlerTheSeries.com

Cast lists. Producer credits. Show times. These are the mainstays of any production's online information. By separating the necessary information from the creative information that establishes a long lasting relationship between the viewers and the show, Bento Box is able to cater sites for two very different audiences. And since each site is highly optimized for specific search criteria, everyone can find what they're looking for: industry and media reps get production company contacts, official news and summaries; casual viewers find broadcast info; and interaction-hungry youth get a more personalized experience with streaming audio from featured bands and a close connection to the characters.

Ongoing management

Bento Box will continue to manage the online strategy for UpHill Productions, working in tandem with broadcast partners CTV and The N. The show has already been green-lit for a second season, and Bento Box is hard at work developing new content experiences for viewers and revenue channels for the series.

Links

WhistlerTheSeries.com
AfterTheDrop.com
Quinn McKaye's Flickr page
CTV's Web strategy press release