Instead of a traditional trailer release, MTV and Carrot partnered to send Teen Wolf fans on an Internet scavenger hunt.
Send sleuthing teens on a digital scavenger hunt to discover clues to unlock the trailer. MTV seeded clues in the deepest corners of the internet - from cast member selfies with barely visible phone numbers to phrases embedded in website code. If all 16 clues were collected, a fan could unlock the trailer.
06/06/2014 12:00 PM EST <DIR\> START
06/09/2014 11:00 AM EST <DIR\> END
> Enter the 16 encryption passwords in the correct order to unlock video retrieval data.
> Click submit to start encrypting files.
Carrot created a nondescript microsite - whoisthebenefactor.com - to house the experience. Upon landing on the site, fans were instructed to "Enter the 16 encryption passwords in the correct order to unlock the video retrieval data." Upon submitting, the website would look as though it was crunching data in real time to give fans the feeling that they had "hacked" the site.
Saturday June 7
Just under 24 Hours, users solved the riddle.
It got so much attention, it was picked up by The Hollywood ReporterView Article >