The Soho Project was an alternate reality game (ARG). that formed part of the 2007 London Games Festival fringe. Do Tank were responsible for branding and providing an integrated online plan for The Soho Project game aswell as Fictional Media, the fictional media company behind it.  Unexpected Media and ARG and pervasive play masters Shoal managed the gameplay.

The branding for both Fictional Media and The Soho Project were deliberately playful and hinted at the concept’s roots. The Soho Project drew on the areas history as hunting ground while Fictional Media was inspired by the imaginary nature the of production company.

The Online elements included design and development of a Facebook application for the participating players and a public facing mash-up site. We combined elements of Twitter, YouTube and Blogger to provide maximum content for the rich-media site. An additional mobile site was added to provide multiple channels and opportunities to engage with the game.

The Soho Project ARG had a several hundred of the industry’s movers and shakers taking part and TV companies are now interested in the concept.

Related portfolio areas: Branding Case Study Games Mobile Rich Media UGC Video and Animation Websites