This was a a season-long interactive digital experience based on USA Network’s The Sinners. The experience made viewers characters in the story. For the second installment of The Sinner, USA Network wanted to create an innovative promotional experience that would hook new viewers and encourage existing fans to keep tuning in each week. Pakko’s role helped develop and produce an original, immersive digital experience that unfolded alongside series events through text messages, video calls, livestreams, and an interactive neighborhood watch-styled website.
Users created their accounts through a custom website, a Nextdoor-style community board for the fictional town of Keller—the setting of season two. Users played the role of “the new neighbor,” immediately becoming immersed in the town intrigue through interactive posts and private messages. Each week, users would receive text alerts before and after the episode leading them to new events at The Sinner: Neighborhood Watch. This experience paralleled series events, giving fans new insights into the characters and events of Season Two.
Pakko and his team worked closely with renowned ad agency Digital Kitchen to handle all the digital production for them.