CREATIVE SHOWCASE

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Client: Paramount Pictures/DreamWorks Pictures

We've always wanted to utilize the Google API to help launch one of our interactive campaigns. We've also admired the creativity marketers have used to customize the Google Maps functionality to a variety of unique needs. With a film like "Disturbia," we knew we had a great fit. The film's overall message is that the quieter the street, the darker the secrets. The story follows the life of Kale (Shia LaBeouf) who is stuck at home under house arrest. He begins spying on his neighbors and comes to believe that one of them is a serial killer. Kale has the latest technology available to spy on his neighbor, from sophisticated video surveillance to online research.

Our unique twist on this Disturbia Suburbia API was to allow users to see how well they know their own neighbors. Users are asked to enter their zip code and are then served a map with local targets outlined. By clicking on a selected target they are given a faux brief on their seemingly harmless neighbor. By digging deeper, they learn that these fictitious neighbors are more dangerous than they may have seemed. The themes of the film presented an organic match to this technology, and the Google tool was so malleable that we were able to easily customize it to our end goal. We're thrilled with the interactivity we've seen with the feature. Furthermore, we've created a Dark Secrets section, where users can tell stories of their real-life creepy neighbors to take the experience to the next level.
-- Amy Powell, SVP, interactive marketing, Paramount Pictures

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

The site is based on an evocative concept that ties directly into the plot of the movie, which is that every neighborhood has its hidden predators.

When the site first loads, a grainy satellite shot of a neighborhood sets an eerie mood, as scrolling text invites the viewer to enter their zip code to "explore the darker side" of their neighborhood. When a zip code is entered into the search bar, the site links with Google Earth/Google Maps and brings up a modified (read: grainy black and white) version of what you might normally find on Google Earth. In the center of the map is a blinking red target that when clicked on, reveals a photo and story of a "criminal" who lives or lived in that area. The marketing idea here is to extend the main plot thread of the movie into the real lives of its audience, and it works great on the surface level. I was able to type in both my home and work addresses and find what seemed to be legitimate stories on criminals in the area, which was a bit creepy in that it dared to blend the line between fictional horror and the harsh reality that there truly are some sick and twisted individuals living among us all.

While the site did exhibit a few weaknesses, such as grammar mistakes in a criminal profile and a very superficial scope of criminals (I typed in some urban zip codes and was surprised to see that according to the Disturbia Suburbia site, only ONE person with a criminal record lived in each zone), the overall effect was achieved in true Hollywood fashion.

Disturbia Suburbia's interactive site presents a thrilling concept that plays on the fears and imagination of the viewer. Though when explored a little deeper, it is revealed to be more of a facade.
-- Britta Hoskins, graphic design and marketing coordinator, SGPA

This is not the site to visit when you're home alone at night, especially if you are impressionable.

Paramount managed to create a good experience, getting the visitor in the mood of the movie. I liked the way Google Maps have been integrated in the site, becoming a tool functional to the concept, and not just a nice-to-have feature. Also, I was impressed by the amount of content generated by the "tell your story" section. The site is not very interactive, but the storytelling section proves you don't have to create flashy and complicated experiences to get people to interact with your product or story.

My only negative comments are on navigation and usability: understanding how to access the full site is not as intuitive as it should be, and I don't like the idea of a pop-up window that opens another pop-up window to present more content. Overall, my feedback on the Disturbia site is very positive, as it manages to deliver the message very well: every killer lives next door to someone. You'd better lock your door...
-- Martina Zavagno, editor in chief, Adverblog