This web site promoting the movie Crank: High Voltage (2009) caught my attention because I had similar idea last year for Verizon when they had The Dark Knight (2008) promotion: a Facebook application that "Jokerizes" your profile without you knowing how it alters the content of your page. Crank's site is a really good example of an interactive experience done right. It promotes the movie, offers connectivity to the social big three (facebook, myspace and twitter), integrates phygital (iphone), and offers a very deep user experience through the contest's Facebook application. The application promotes mayhem by bringing fourteen days of "high voltage" chaos to your page in the form of shocking videos, status updates, etc. that capitalize on the target's attraction to extreme visceral experiences.
The design of the site plays into this desire for the extreme by using bold, in-your-face colours (yellow and red) along with chunky large type on a sinister black background. The use of black and white photography emphasizes the grittiness and drama of the movie while the layout and pop-up windows are reminiscent of a power plant or some other dangerous locale.
www.crank2.com/mayhemcontest
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