NOVA
NOVA is the ne plus ultra of fascinating information. After watching one of its documentaries, you can't help but feel smarter. Still, viewership was down, and the PBS show came to the Brandcenter asking for a spruce up. We decided this was the perfect time for NOVA to promote scientific curiosity as a mindset, not just another slot in the Tuesday night lineup.
Campaign:
NOVA zap. A low-impact game to activate your brain.
Creative case study video
NOVA zap is a low-impact game that rewards curiosity with NOVA and related science content. The object of the game is to trigger curiosity to zap “zombism,” or mindlessness. To start playing, users download a plug-in for their browser from the NOVA section of the PBS website, install and the game is on.
Players monitor their brain activity and score energy points, called joules. Earning points lets players level up through five tiers of brain power and become masters in the 13 NOVA topics.
Players receive NOVA suggested search results, making NOVA an authority on what’s science and what’s science fiction.
Visiting accredited sources earns players joules, making their brain energy brighten and expand. But mind-numbing sites, like Perez, would actually subtract points.
Players can show off their zap scores on blogs and other social sites through an embedded badge.
NOVA will have a leader board on its website so players can stack themselves up against the whole country, even popular scientists like Neil De Grasse Tyson.
Just like Nike+ or Wii Fit, players will have metrics to monitor and
analyze their activity, visualizing their progress or demise in real time.
Microgames related to specific NOVA shows will bring in new players. A zap player could challenge her Facebook friend in a game of evil science, for example.
And zap could be bigger than just online, rewarding players for real life science activities, such as visiting a museum.
When people watch NOVA shows, they’ll be informed that they’re earning joules and be asked at the end of the show to activate their brain energy.
Just like Fantasy Football helps promote the NFL, NOVA zap is a game bigger than a start and finish line. It creates a NOVA mindset.
AD: Julia Veinberg, Lana Shahmoradian // CS: Jessica Collins, Layne Wilson // CBM: Blake Manosh, David Cromer // CT: Drew Dayberry // CW: Natalie Hammel, Talia Ledner
Campaign:
NOVA zap. A low-impact game to activate your brain.
Creative case study video
NOVA zap is a low-impact game that rewards curiosity with NOVA and related science content. The object of the game is to trigger curiosity to zap “zombism,” or mindlessness. To start playing, users download a plug-in for their browser from the NOVA section of the PBS website, install and the game is on.
Players monitor their brain activity and score energy points, called joules. Earning points lets players level up through five tiers of brain power and become masters in the 13 NOVA topics.
Players receive NOVA suggested search results, making NOVA an authority on what’s science and what’s science fiction.
Visiting accredited sources earns players joules, making their brain energy brighten and expand. But mind-numbing sites, like Perez, would actually subtract points.
Players can show off their zap scores on blogs and other social sites through an embedded badge.
NOVA will have a leader board on its website so players can stack themselves up against the whole country, even popular scientists like Neil De Grasse Tyson.
Just like Nike+ or Wii Fit, players will have metrics to monitor and
analyze their activity, visualizing their progress or demise in real time.
Microgames related to specific NOVA shows will bring in new players. A zap player could challenge her Facebook friend in a game of evil science, for example.
And zap could be bigger than just online, rewarding players for real life science activities, such as visiting a museum.
When people watch NOVA shows, they’ll be informed that they’re earning joules and be asked at the end of the show to activate their brain energy.
Just like Fantasy Football helps promote the NFL, NOVA zap is a game bigger than a start and finish line. It creates a NOVA mindset.
AD: Julia Veinberg, Lana Shahmoradian // CS: Jessica Collins, Layne Wilson // CBM: Blake Manosh, David Cromer // CT: Drew Dayberry // CW: Natalie Hammel, Talia Ledner