The Assignment:

Introduce TNT's sci-fi drama Snowpiercer to sci-fi fans with a digital experience that brings the unique world of the series to life.

The Strategy:

Create an interactive forum for user-generated content where fans can build the train of their imaginations.


Overview

TNT’s Snowpiercer, based on Bong Joon-Ho’s beloved film, explores class differences through the lens of a post-apocalyptic ice age world in which Earth’s last remaining survivors live on a 999 car-train that continuously circles the globe. If you don’t know the film or show feel free to read that sentence again, I know it’s a lot to take in.

TNT had a lot riding on Snowpiercer‘s success (no pun intended) so they came to Digital Kitchen to develop an attention-grabbing activation that would invite fan participation. We proposed an in-world microsite where fans could let their imaginations run wild, filling out all 1,001 cars with their very own original designs.

Execution

Working with Joystick Interactive, we created an engaging microsite that invited users to “design the train of their dreams” for the chance to secure passage aboard Snowpiercer. We designed several cars ourselves to get the ball rolling, then enlisted the online conceptual art community in our efforts to get the word out. With Snowpiercer entering its third season, the website remains a hub for the series, and fans continue to submit new designs on the path to all 1,001 cars.

Winner: 2020 OMMA Award, Best Advertising/Promotion Website