Brief:
Sky partnered with Publicis Groupe and Livewire to promote the launch of the unmissable new Sky Original thriller, Prisoner. The campaign needed to replicate the tension of being handcuffed to your enemy, making every interaction feel like a split-second choice for survival. And the overall objective was to drive awareness by using AI to immerse fans in the show’s psychological pressure and moral duality.
Solution:
Livewire launched an immersive, AI supercharged, owned-gaming experience that dropped fans into the Prisoner universe and enabled them to play the first episode before they watched it.
Released on the day the show began streaming on Sky, players could choose to play as either Amber, the principled prison transport officer or Tibor, a professional hitman who are handcuffed together and forced to go on the run with a criminal syndicate hot on their heels. You’re under pressure from the start, every decision matters and all you can rely on is your instincts as you face real moral dilemmas to discover what lines you’ll cross with survival on the line.
The experience was amplified through talent including prominent UK gaming figures Sam Ham, Leahviathan and SeaPeeKay, as well as targeting hyper-relevant Reddit communities and gaming media to reach the highly engaged audiences where they love to play.
In just 10 days, the campaign delivered:
- 35,000 active users
- 1,523 hours of gameplay
- 3M impressions
Our immersive campaign transformed a traditional entertainment launch into an ownable gaming experience that delivered the equivalent engagement of watching the series 331 times from start to finish. Sky Prisoner The Game showcases the future of how entertainment IP can expand their world to leverage cultural amplification, deepen consideration and deliver measurable impact.
