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Psych Hashtag Killer
Psych’s Hashtag Killer, a finalist for an Emmy in the Outstanding Creative Achievement in Interactive Media - Original Interactive Television Programming Category, launched last fall in anticipation of the season premiere of Psych. HashTag Killer (HTK) is an interactive, suspenseful murder mystery social game. The thrilling “whodunit” experience, which unfolded in real time over seven weeks, took fans of the show through an engaging Psych storyline specifically created for this experience in conjunction with series creator and EP Steve Franks and show writer Brittany Hilgers Hollenbrau. Every week, the fans were immersed in real-time communication through text messages, audio feeds, interactive crime scenes, mini games and high-production video shot with the cast specifically for the game and made to look like the actual show. Through integration with Facebook’s Open Graph technology, fans could connect the game with their Facebook world, pulling friends in and even possibly becoming HTK victims themselves. HTK was a huge success in terms of numbers (it brought in almost half a million self-professed PSYCH-Os), but also with fans as they loved playing the game and interacting with the show characters Shawn and Gus (series stars James Roday and Dulé Hill.) To date, the Social TV activation has received industry honors including The Social TV Summit Award and a Shorty Award for Best Social Media Campaign for Television.