Boosting TV ratings through mixed media gamification

Using the interactive power of the digital medium, Star Movies launched the first ever experiential online journey based on the movie. The game, titled ‘Life of I’, invited viewers to experience the journey of a lifetime through the lens of Pi. Participants logged in to the game via Facebook where they had the chance to map out their own journey based on the events in the movie. There were eight milestones to this journey, and crossing all made the participant eligible for a trip to landmark locations where Life of Pi was shot – including Puducherry, Munnar and Taiwan. In addition, having played out the entire game, all participants received a personalised video of their journey which also comprised a part of their Facebook journey. The video served as a memoir of their virtual journey through the events of the movie.

Watch the Case Study video below: