Devised to bring in new viewers to Alibi, which was relaunched last year, and reward fans of crime drama, the ground-breaking tech concept will use a mounted camera to allow viewers to see from the perspective of the mystery’s main character, in a live streaming first.
Framed will be live streamed tonight (13 October), via Alibi's Facebook page from 8pm, with the launch also marking the return of global crime drama Crossing Lines for a third season, which airs at 9pm tonight.
UKTV partnered with social content agency, Social Life, for the conception, production and staging of Framed, while the webcasting saw a collaboration with online video specialists Groovy Gecko.
UKTV chose to run the event via the Facebook Live platform to attract socially-active crime drama fans to an Alibi-branded environment that encourages them to leave comments, enter live polls and influence the story as it unfolds.
The activity is supported by Facebook media spend and amplified with engagement on Twitter, Instagram, website, e-newsletter and on-air continuity, reaching out to Alibi and UKTV network viewers.
Framed begins as a security guard patrols the halls on his usual night shift at an exclusive art gallery. Unexpectedly trapped in a room with a dead body, the guard has just 30 minutes to solve the murder mystery before being framed for the crime himself.
As the guard navigates through the escape room, viewers are presented with choices at key junctions. Encouraged to discuss, debate and vote for the best course of action in real time, it’s up to the viewers whether the guard will solve the mystery, escape or get arrested for murder.
Framed follows the success of Alibi’s Twitter play-along murder mystery game, dubbed ‘Twurder’ in July.
Adrian Wills, general manager for Alibi at UKTV said: "Framed is an innovative way for Alibi fans to enjoy crime drama. We like to reward our viewers with more of what they love and engage them in more ways. Alibi fans will enjoy the chance to put their own skills of deduction to the test just like their favourite TV detectives."
Yolaine Campana, assistant producer at Social Life said: "Escape room experiences are usually designed for small groups to take part in-situ at once, so for Framed we had to strike the right balance between the first-person perspective of the main character and the thousands of viewers who will be making the decisions. Allowing this many people to take part at once should produce some really exciting results, and we’re looking forward to some heated arguments about the different choices our character can make! And as a world first, we’re hoping this show will spark even more innovation in the medium of live streaming."
In February UKTV celebrated the launch of its new channel W by giving consumers the chance to win diamonds through a balloon-led treasure hunt.
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