The Challenge
Season one of the TV crime drama ‘Forbrydelsen’ was a major hit, spawning a mass media and public who did it and who’s next? debate. However, dedicated followers lacked an official site or forum where they could express their thoughts about the plot and characters. Therefore, when season two was to be launched, DR not only tasked us with designing a dark and eerie micro site to support the second season, but also to make it as engaging as possible within the ‘Forbrydelsen’ ethos.

The Solution
We created a dynamic Flash website that could constantly evolve, promote and incite debate throughout all ten episodes. New video material, fresh Flash animations, new victims and new suspects were introduced every week immediately after each episode. Furthermore, we gave viewers the opportunity to become co-creators of the website by contributing theories, voting, rating and sharing their thoughts on which character was presumed the prime suspect.

The Result
The TV series averaged a massive 1,618,000 viewers per episode and the site had over 40,000 active users every week. By creating this dynamic micro site, DR was able to maintain the viewers’ interest throughout the entire season. Moreover, DR has had great success in deportalizing content from the micro site to social media sites such as Facebook in order to spread the word.