With the 16-25 year old male demographic in mind, Pod looked for game and entertainment sites that were already capturing the audience's attention. One genre that was very "sticky" and popular was the "Escape From The Room Games." In these games, there is only one way out of the room, and players search for clues and combine them in such a way as to be lead to the exit. An escape from the room game neatly paralleled some of the scenes from Firewall and created a tool to engage the audience in the movie's plot before even seeing it.

With over 475,000 gameplays at an average length of 5.5 minutes, the movie received optimal exposure to its target audience. Additionally, 38% of the game players clicked through to the movie trailer, demonstrating the games ability to promote the movie on which it was based. However, the game wasn't simply an introduction to the movie, it was a magnet. It kept the audience engaged, and many of them began to interact with each other and spark conversations around the game and the movie, as players sought out or created threads on message boards and in chatrooms, trading hints and clues. Inside the Firewall served as a connector between the movie and its audience.

Credit Information
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Client: Warner Brothers
Agency: Pod Digital Design
Budget: Undisclosed
Date of Campaign: February 2006
Case Study URL: www.insidethefirewall.com