GLOBAL, FEBRUARY 2011 – Paris-based design studio HelloHikimori (HKI) creates interactive branded content to engage with fans. HKI showcases its work for TV shows Glee, Justified and True Blood,and a tie-in of Marvel’s Iron Man and Diesel fragrance Only the Brave.’
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Sponsor
To promote Orange Cinema Series channel’s the launch of Fox‘s hit series Glee, HKI created a website to present the Glee characters, and a game that gave fans the chance to sing along with the different characters or play keyboard to the songs from the show. This was the first Flash-based game with vocal recognition allowing fans to score when their tone of voice and rythm are similar to the original performance. Songs were unlocked through the season with hits from Madonna, Cindy Lauper and Queen, amongst others. The website for the season 2 launch will be go live in March.
After working on the digital promotion of the first 2 seasons of HBO’s vampire series True Blood, HKI was tasked by Orange Cinema Series to promote the third season in France. The studio delivered an interactive experience featuring game-play with the show’s main characters. The trailer, allows the user to control a character in fights against the werewolves. HKI used Facebook Connect to integrate users Facebook account information (name, names of friends and photos) into the trailer. A video presenting users ‘sacrificed friends’ could then be shared on their Facebook wall. Building on the social media aspect, the ‘news’ page is linked directly to partners’ blogs.This partnership with the online community ensures a constant flow of live news. The landing page shows an expensive 3D landscape integrating the official characters imagery into the key locations of the TV show, specially recreated in 3D for this occasion by the studio.
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JeremyVille for Only the Brave
For the new perfume Only the Brave, Diesel collaborated with HelloHikimori on a launch event and the websites for both the original perfume and the limited edition Iron Man version. For the launch event in Berlin, HKI screened a seven-minute movie on more than 30 plasma screens, two projection walls, a ‘scent’ wall and an industry first: a Wii wall. Using the remote, attendees could create their own artwork to correlate with the graphic identity of Only the Brave. Following the event, HKI launched Diesel’s official Only the Brave website. This brought together 20 international artists from the HKI network, including JeremyVille, Mr Doob, and Si Scott. The website was a viral hit, and received both an FWA Award and a Webby Award (Best Visual Design & Aesthetic).
In partnership with Marvel, Diesel gave the original Only the Brave bottle an Iron Man make-over, by transforming the original bottle into Iron Man’s fist. For the website of the special edition perfume, HKI drew inspiration from Marvel illustrations. The website received an Adobe award, and was voted FWA’s ‘website of the day’. The bottle itself went on to become a collector’s item.
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Based on a story by pre-eminent crime novelist Elmore Leonard, hugely popular US TV series Justified revives the Western. HelloHikimori was tasked with introducing the show to audiences of Orange Cinéma Séries, by creating online buzz. With the launch of the new website in February, audiences can stand in the shoes of U.S. Marshal Raylan Givens and play a shooting game, in search of three Wanted guys.
Founded in 2004 by Nathalie Melato and David Ronhel, HKI is a creative partner of agencies such as Ogilvy Paris, McCann Paris, Publicis, Cutwater, R/GA London. The studio’s other clients include Perrier, L’Oréal and Paco Rabanne. HKI’s creative innovation has resulted in several Webby awards, FWA’s, Promax awards and two Cyber Crystals.
