case study
launch site
strategy
To tease the release of Tom Hanks's post-apocolyptic web series, Electric City,we invited users into a mysterious underground room in the middle of the Electric City. We called it the Tap Joint. Inside, users communicated in code with an unknown revolutionary using a unique cipher to uncover clues about the city, it's heroes and villains, and the ultimate goal of the anonymous revolutionary group – to broadcast a world-changing message to fellow tap coders.

Over just nine days, users communicated with the device using coded messages to unlock content and build a community – a resistance -- with fellow tap coders in user-created forums, Facebook pages, and on Twitter.
fan video
Fans soon discovered that they'd need more people to join the revolution in order to get their reward. They made their own call to arms in the form of a YouTube video.
wiki
wiki
The site was so complex that fans built and maintained their own wiki to keep track of clues, draw connections between characters, and guide new users through the site.
forum
forum
Hardcore and new users alike found their way to this organic and robust forum, where fans traded clues, speculated, and worked together to unravel the mysteries of the Tap Joint.
forum
forum
Tapjoint.com even caught the attention of tech publication, Wired. Not just because it was an effective promotion, but because they loved the addictive, mysterious, unique experience.