To promote season two of the FOX action/drama Dollhouse starring Eliza Dushku, we teamed up with Grant Skinner to create a set of innovative, digital features meant to highlight the multiple personae of Echo, the show’s main character. The features are created to give both vested and prospective fans a personalized interaction with the character, while also providing dynamic updates, episode-specific information and the ability to distribute exclusive content—all within a single AIR application.
In its most simple state (as if there’s anything simple about it) Echo acts as a desktop host, of sorts—one who walks out onto the screen in user-defined intervals throughout the day; there, our host performs some action based on the character she’s showed up as. This element also acts as a drive to tune-in element throughout the day. In its more engaging state, the piece reacts to an Augmented Reality glyph, and opens to reveal the many personae of Echo—from party girl, Jenny, to hostage negotiator, Ms. Penn.
In its beta state, the AIR app has received exceptional praise from fans. An email blast announcing the marketing application graciously welcomed a 54% click-through rate to download. This project showcases the series in an innovative light and establishes the FOX brand as forward thinking and pioneering in the digital space.
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