To generate buzz for the TV show Law & Order: SVU, we were approached by NBC/Universal to develop a digital content campaign that would captivate a younger audience of untapped viewers.

We felt the best way to draw a user into the storyline was by putting them directly into a show situation – an interrogation. It can be a pretty nerve racking experience to be on the the other end of an interrogation with an SVU detective – particularly when it’s Ice-T (one of the main characters on the show).

Here is how it works:
1) You set up your buddy by entering some information about your relationship.
2) Your buddy receives an email saying that you’re in serious trouble and you need his help at the police station.
3) Your buddy has now been put into a 1st person interrogation with Ice-T and he knows when you are lying!
4) After the interrogation, the original sender receives an email letting you know if your buddy cracked under the pressure.

Spacedog was responsible for concepting, script development, web design and back-end development. The site was built in Flash 9 to take advantage of the latest video functionality that is the back-bone of this experience. We worked closely with the Wolf Films team on shooting the video footage of Ice-T and then integrating this into a back-end system to splice all of the videos together based on the user experience.

The site just launched. Please be a part of the viral discussion: give it a try and pass this along to your friends!