Locate the Eight

Prison Break 2 follows the manhunt for Scofield and his fellow escapee prisoners.

The core creative thought for the campaign thus became "Manhunt" which was brought to life digitally by developing one of the first ever digital manhunts: Locate the 8.

The fugitives were "hidden" deep in second-generation Web 2.0 sites: captured on "CCTV footage" on YouTube; in the background on Flickr images; and even on their own MySpace pages.

Viewers were emailed clues each week as to the location of the 8, from which grassroots communities of Prison Break fans emerged, working together online to solve the clues and locate the 8.

The Locate the 8 digital manhunt was promoted via a combination of marketing to the Five.TV email base, outdoor advertising and live on-air shout-outs.

The campaign delivered both volume and quality of interaction with the brand. There were nearly 2m user sessions. More than 12k registered for the Locate the 8 competition and almost 50% of gamers found all 8 clues and located the 8.

Showcasing Five's schedule

The Five campaigns use arresting portraiture by some of the world’s leading photographers (Mitch Jenkins, Alistair Thane) to drive brand engagement, and programme viewership, with their young experience seeker audience.