Clues Are Everywhere
To promote its star-studded remake of the classic whodunit, Murder on the Orient Express, 20th Century Fox hoped to give modern audiences a taste of an old-fashioned mystery, and introduce the characters and setting, without alienating Agatha Christie fans or giving away the film’s final surprise.
Our research indicated a strong interest in mysteries and puzzles across a wide audience. In turn, we created a campaign that challenged fans to play detective – letting them solve clues that led them deeper into the world of the film.
Credits
ACD/Art Director: Reha Baydar
Copywriter: Patrick Tamisiea
ECD: Glenn Sanders
Motion: Chris Rutherford
Editorial: Picture Mill
Agency: Eclipse
Case Study Video
CluesAreEverywhere.com Social Sizzle
Searching for Clues
Clues hidden in various marketing materials throughout the 6-month campaign unlocked original content on the website.
The Suspects
The suspects, comprising most of the main cast, each have a bio that alludes to their potential guilt in the case.
Solving the Case
Would-be detectives unlock exclusive content by tapping one of the objects in the crime scene and entering the solution to the clue in the input field. Each piece of content sheds light on a possible motive for each suspect, helping fans determine who might be culpible in the crime of murder.
Hardman's Clue: The Coin
Entering "100" from Hardman's coin into the input field unlocks "Hardman's Tools of the Trade" A/V piece.
Masterman's Clue: Reddit Username
Fans visiting reddit.com/u/valetmasterman find a single post with a newspaper clipping about the end of WWI. Entering "Courage" from the Reddit post into the input field unlocks "The Anonymous Valet" Motion News Story.
MacQueen's Clue: Hidden Phone Number
Entering "Sqeaky Clean" from the voice recording unlocks a series of MacQueen's shady accounting ads.
Additional Content Unlocks