Super-powered buzz generation and promotion. Warner Brothers’ wildly successful show, Smallville, was winding up for the end of its sixth season. To generate even more buzz, their New Media division produced an online game where viewers could participate in the world of Smallville and potentially win prizes.

Warner Brothers New Media engaged LeapFrog Interactive to conduct a viral social media campaign to both distribute the video online, and engage interest on social media sites, creating the atmosphere of an alternate reality game (ARG) surrounding the Flash game.

LeapFrog Interactive developed a social media campaign around this compelling and genuinely viral piece of content. The team researched over 100 sites to determine the most appropriate venues for seeding scripted content.

After researching previous peripheral characters from the run of the show, LeapFrog Interactive developed a number of clearly fictional personas associated with the show who would both distribute the video, create buzz, and provide clues.