CLIENT: HBO, PHD | RELEASED: JUL 2006
CHALLENGE
HBO and PhD challenged Fuel to conceptualize a promotional experience for the creatively acclaimed wild-west drama Deadwood. Gritty, violent and real, the show has become one of the flagship shows for the cable channel. The experience, designed to promote Season Three online, would need to capture the essence of the characters, the town and the realism of the show, while providing engaging entertainment.
STRATEGY
Much of the show takes place in the Gem Saloon, a place where whores, booze and blood provide most of the entertainment for the locals – as well as one activity making an incredible cultural comeback today: poker. Combining the two would resonate with a large audience and remain true to the world of Deadwood.
CREATIVE & EXECUTION
You are transported into the very same Gem Saloon where Wild Bill Hickok’s infamous murder took place to play for your own life. Face off against the show’s characters Al Swearengen, Trixe and E.B. Farnum. Dan Dority, Al’s henchman, tends bar with a watchful eye and a shotgun. Seth Bullock, the local law, is watching – but his word carries little weight on this side of town.
The game opens with a cinematic sequence to set the tone, with Seth warning you as you walk into the Gem. Sitting down, Swearengen plants his bowie knife into the table with a sickening thunk. You aren’t dealing with an amateur. He’s fast on his iron, but he will let you shoot E.B.’s hat off for your mutual amusement. Shoot bottles, windows and more – but keep your gun away from your adversaries – unless you’re ready to meet your maker.
Beyond the 3D models that replicate every line in the faces of the actors, rivaling console-quality games, the story has a twist ending you would expect to find in a movie – not a game. Would Al Swearengen let some stranger walk out of his bar alive after taking his money? If you win, you die.
Get him drunk. Make him slow. Be careful to play the patsy and lose a few hands to keep the game going. Get rid of Dan Dority by shooting out a lantern to set the bar ablaze, then get the drop on Al, take the money and run for your life.
PERFORMANCE
The game is being hailed as a revolutionary advance both technologically and creatively in web-based entertainment, winning the DEMMX Advergame of the Year and making the Cannes Cyber Lions shortlist. Half a million players averaged 2.5 repeat visits with an average interactive session of 25 minutes, engaging with the Deadwood advergame for about the duration of an episode of the show.
