Macy Murdoch
Client Challenge
With the launch of Macy Murdoch Season 2, Shaftesbury wanted to introduce the series and wider Murdoch Mysteries universe to a new generation of viewers, moving beyond traditional entertainment advertising to create something audiences could actively experience.
Campaign Objective
Extend the Story Beyond the Screen: Transform the world of Macy Murdoch into an interactive experience that allowed players to step inside the story rather than simply watch it. Drive Discovery of Season 2: Use Roblox to introduce younger audiences to Macy Murdoch and build awareness around the launch of the new season across CBC Gem and digital platforms. Create a Cinematic Roblox Experience: Combine gameplay, characters, environments and live-action content to connect the Roblox activation directly with the storytelling of the series.
Execution
Pears.gg partnered with Shaftesbury to transform Teamwork Puzzles 2 into an interactive extension of the Macy Murdoch universe, combining cooperative gameplay with cinematic storytelling inspired directly by the series. Travel Back to 1910: Players began their adventure in a modern-day high school before a malfunctioning time machine transported them to 1910 Toronto, bringing one of Macy Murdoch’s central storytelling devices directly into the Roblox experience. Solve the Time-Bending Mystery: Alongside Macy and Detective Murdoch, players worked together through puzzles and obstacles to repair the broken time machine and find their way home, connecting Teamwork Puzzles 2’s cooperative gameplay naturally with the mystery and problem-solving at the heart of the franchise. From Screen to Game: The activation recreated the visual world of Macy Murdoch and incorporated characters, story elements and exclusive live-action video content produced specifically for the campaign, blurring the line between the show and the playable experience. Players who completed the adventure could also unlock an exclusive Macy Murdoch-inspired digital collectible.
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