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In October 2007, the auditions of India’s meanest, badass, most torturous reality show, MTV Roadies 5.0 kicked off. MTV was on the prowl for worthy contestants. They hired us to help them spread the word that auditions were coming soon to a city near you! In our scheme of things, we decided to take the big, bad judge from the show onto everybody’s computer screens for a one-of- a-kind online audition experience.
The on ground audition event successfully traumatized India’s youth and we needed to capture the morbid essence of the gruesome interviews.
As the torture-filled audition episodes aired on TV in the following months, we decided to give our audience a virtual “torture tour” and an overall sinister experience through our site Roadies: Destruction! For which we chose to destroy cities and it’s inhabitants and torment the survivors. We detained the survivors in a rehab facility. But, only if a website visitor succeeded an online rescue mission.
The visitors could obtain relevant show information by exploring a morgue, a gory lab, and a ghastly emergency ward. They could also sneak up on a slacking security guard and watch videos from Roadies 5.0 videos that never made it to TV!
But an eerie monster ensured, only a few visitors could make it out of the site alive!
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How we reached out to them? |
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The E-Mailers we sent out! |
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How we got them hooked onto our Youtube Video? |
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The Roadies Blog that started the story! |
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