M.O. / Digital Experience

We've yet to master exactly how to use a tablet, create content for the tablet and advertise on the tablet.

To show how we can better exploit tablet technology to its fullest potential, we created M.O., a digital experience combining a digital magazine with a transmedia campaign dedicated to crime.

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We capture the attention of couch detectives with banner ads.

(Continue on for individual lines.)

Individual Lines:

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Magazine Intro Page:

The M.O. logo changes based on the issue's theme.

Our first issue focuses on serial killers, with an emphasis on the Zodiac Killer. During the time he was active, he wrote notes to the police and would leave clues for people to find. We were fascinated by the fact he has yet to be caught.

Take A Deeper Look:

Throughout the major articles, we created smaller features sometimes hidden as Easter eggs in the articles.

Choices:

After you finish an article, you're faced with a choice in how you want to proceed.

Articles:

For example, if you picked "Get Inside His Head," you would be sent to an interview with a psychologist.

Branded Content:

After reading certain articles or taking quizzes, you get a reward in the form of brand-sponsored downloadable PDFs. For example, the Zodiac Killer typically murdered his victims at secluded Lover's Lane type spots.