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Mob Matters
June 16, 2005
IQ Interactive sheds light on organized crime lore with its Inside the Mafia microsite.
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Creative Notes
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Campaign Details
Client: National Geographic's Inside the Mafia
Creative Agency: IQ Interactive
Campaign Insight

The National Geographic Channel asked IQ Interactive to create a rich media microsite that captured the power of its new mini-series “Inside the Mafia”.

Inside the Mafia, is a never-before seen, behind-the-scenes look at the infamous crime organization.  The program tells the story of the modern Mafia from the perspective of some of the Mafia’s most infamous characters including Henry Hill, Dominick Montiglio, Joe Pistone (aka Donnie Brasco) and DEA undercover agent Frank Panessa.

IQ’s challenge was how to tease viewer curiosity and motivate tune-in through a series of online ads designed to drive to a microsite. As with previous microsites IQ has created for National Geographic, this site operates on the assumption that the more immersed in the subject matter we can get a viewer, then the more likely that viewer will be to tune in. As we have seen in research this approach consistently works.

With few assets, IQ created an atmospheric experience that brings the subject matter to life. Combining special video production techniques designed to create the illusion of very large moving images, custom music and animations, the viewer is drawn in to the dark underworld of the Mafia and its minions.
-- Tony Quin, president, IQ Interactive

Editor's Note
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 Panel
Inside the Mafia's microsite does a terrific job of pulling users into the National Geographic channel's new program.  The dark tone and city sound effects put you on a sidewalk, alone in New York City after midnight; a good mix of flash and video introduce you to key characters with compelling stories.  The videos are sticky and the site's timeline, bios and gallery add depth.  That said, there's nothing groundbreaking about this creative.  However, I think the industry has reached a level of maturity where it doesn't take cutting edge use of tools to engage a user and drive interest.
-- Mario Sgambelluri, managing editor, iMedia Communications, Inc.

Within five minutes of surfing this site I called my wife and had her set the TIVO to “Inside the Mafia”. How’s that for a “call to action?” Not only did the intro capture me with it’s full motion footage, the music sent shivers up my spine. The grainy, film like approach works perfectly to simulate “undercover” video. The site could have gone down hill from there, but it didn’t. I was presented with a clear and simple navigation that didn’t try too hard. The integration of video was well done and really drew me in.

Bottom line: TV sites usually don’t get this type of care and imagination. Kudos to National Geographic and IQ Interactive for bringing a compelling and broadband-rich user experience to the web that actually serves a purpose: To immerse the user in a web experience that is consistent with what they will watch on the TV. Now that’s an offer I can’t refuse.
-- Jordan Berg, creative director, Questus

Footnote: Submissions are judged by a panel of industry experts from and based on the following criteria: how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity. If you would like your creative considered for Creative Showcase, send an email to creative@imediaconnection.com.