The Assignment:

USA Network wanted an innovative promotional experience for the return of its hit series The Sinner that would hook new viewers and encourage existing fans to keep tuning in each week.

The Strategy:

DK developed and produced an original, immersive digital experience that unfolded alongside series events through text messages, video calls, livestreams, and an interactive neighborhood watch website.


The Experience:

We created a microsite (thesinnerneighborhoodwatch.com) for a Nextdoor-inspired community discussion board in Keller, New York, the setting of The Sinner: Season 2. Upon registering, users became the new neighbor on the block, receiving direct communications from their neighbors via text, video, and more. Every week during the series run we posted new content and communications, reaching out to registered users via text and email. Users could answer questions and interact with the characters, with adaptive responses based on their answers. Series stars Bill Pullman and Carrie Coons got involved as well, recording voicemails and dialogue based on our original scripts.

Development

As lead writer, I created the story arc, characters, and much of the dialogue for the experience, as well as the weekly emails. We also created a series of archived posts to build the character relationships, incorporating secrets and clues that would pay off for eagle-eyed viewers. The experience ended in a final activation that brought closure to the parallel narrative and added depth to the series for Sinner fans.