Could you solve a random murder? How about dozens?
Ubisoft wanted to give CSI fans (casual / non-gamers) a taste of crime scene investigating to increase their purchase consideration for the latest installment from the franchise: CSI Deadly Intent.
The goal was to create a CSI-inspired who-dunnit experience, which was daunting enough, but we also had to prevent anyone from revealing the killer on social media once they solved the case.
To keep even serial players guessing, we planned and executed a whole series of virtual random murders - 27 in all - and rewarded the top returning investigators with opportunities to win an unforgettable CSI fan experience each time they played.
Investigators began by collecting evidence at one of nine variable crime scenes for a chance to instantly win official CSI merchandise.
After finding all 5 items at the scene, players could review the entire body of evidence and try to identify the guilty suspect. Solve the case and you could win a trip to Las Vegas and a private tour of the CSI Experience at the MGM Grand, guided by a writer from the show.
Would-be sleuths could investigate a new crime scene every day for weeks and never solve the same case!
MURDER BY THE NUMBERS
Over 300 unique assets were developed for the murder matrix.
Victim positions and evidence locations changed within each of the 27 dynamic scenes, depending on the cause of death.
The more cases returning investigators solved, the more CSI achievement badges they could download and post on social.
TEXT GRAB ME
********[GIF - MONTAGE OF DIFFERENT SCENES, SUSPECTS, EVIDENCE, ETC.]
To keep even serial players guessing, we planned and executed a whole series of virtual random murders - 27 in all - and rewarded the top returning investigators with opportunities to win an unforgettable CSI fan experience each time they played.
******** [VIDEO PLAYER - SEARCHING CRIME SCENE FOR EVIDENCE]
Investigators began by collecting evidence at one of nine variable crime scenes for a chance to instantly win official CSI merchandise.
******** [VIDEO PLAYER - VIEWING AUTOPSY REPORT, SUSPECTS, EVIDENCE, ETC. THEN ARRESTING CORRECT SUSPECT AND EARNING SWEEPS ENTRY]
After finding all 5 items at the scene, players could review the entire body of evidence and try to identify the guilty suspect. Solve the case and you could win a trip to Las Vegas and a private tour of the CSI Experience at the MGM Grand, guided by a writer from the show.
******** [GIF - QUICK CUTS OF ALL 9 SCENES ON LOOP]
Would-be sleuths could investigate a new crime scene every day for weeks and never solve the same case!
PLOTTING RANDOM CRIMES
[IMAGE MONTAGE SHOWING A FEW SCENES/STORYLINES WITH CORRESPONDING SUSPECTS TIED TO EACH?]
Conceived 27 variable murder storylines (the murder matrix) set in nine different crime scenes with three potentially guilty suspects connected to each victim.
[IMAGE MONTAGE SHOWING AN AUTOPSY REPORT, WITNESS INTERVIEWS, EVIDENCE, ETC.]
Wrote the variable autopsy reports, suspect and witness interviews, suspect leads, and the 15 possible pieces of evidence found at each of the nine crime scenes (135 total).
[IMAGE OF SCENE SHOWING A DIALOGUE FOR CAUSE OF DEATH, EVIDENCE, ETC.]
Developed game dialogues for all possible murder scenarios, including causes of death, evidence found at scene, evidence linked to suspects, and circumstantial or incriminating suspect leads. (Also wrote game play instructions as well as the promotional site copy.)
[IMAGE MONTAGE SHOWING VARIOUS SUSPECT TEXTS AND POSTS]
Created Twitter and Facebook pages for suspects and victims that included clues about the case.
MURDER BY THE NUMBERS
Over 300 unique assets were developed for the murder matrix.
Victim positions and evidence locations changed within each of the 27 dynamic scenes, depending on the cause of death.
The more cases returning investigators solved, the more CSI achievement badges they could download and post on social.
My bit:
Concept – Creative Direction - Copywriting