The Challenge:
Global Television™, the Canadian broadcaster of the hit Fox™ series 24, wanted to provide an immersive interactive experience in association with the show that would tie into the launch of the new Kia Soul®.  Not only did it have to entertain viewers of the series and enhance their experience with the show, but it also had to properly promote and feature the automobile through a contest format.  As an added challenge, the time frame for development and production was incredibly tight -- the client needed someone who could take up the challenge and run with it.  The gaming and contest specialists at E-axis proved to be the idea interactive partner they were looking for.

The Execution:
In keeping with the tone and format of the show, the gaming experience was broken up into 24 parts, each reflecting a different hour of a single day, and each featuring a unique challenge that helped develop a linear story narrative in the style of the 24 TV series.

In the game, participants are invited to create their own secret identity.  They could test their agent skills (including dexterity and logic) against a series of challenges which included cracking the code, finding the target, tracking the suspect and then ultimately recovering the key to the Special Operations Unit Locator, or SOUL.  Each challenge took the form of an individual Flash™ game.

In order to proceed to the next challenge, players needed to first successfully complete the previous one.  Each individual challenge asks the player to complete the assigned tasks as quickly as possible, creating a solid opportunity for players to go back and replay all the games in the hopes of improving their times.

The Result:
After an incredibly short production timeline, 24 Ways to Win the Key to Your Soul launched on schedule.  During the six weeks that the contest ran, nearly 32,000 players registered and played over 630,000 games.  The agency representatives for Kia™ were very pleased with the results and the greater brand awareness the campaign created for the car -- stating that: "The 24 Ways to Win the Key to Your Soul game put the Kia Soul® in a new environment that is relevant and meaningful to potential consumers.  The engaging content and replayability factor brought the game to life."