Launched today, the voyeuristic initiative focuses on three fictional characters—Anna, Luca and Jade—a group of hipster types that relish the social life and capture their every move on their Nokia 7610 handsets. But rather than keep their activities private, W+K has unveiled a microsite to tell the stories of these mobile-obsessed characters through the text/video messages in each of their phones. "The microsite is basically the hub of all the [campaign] activity that's going on," says W+K, London digital producer Clemens Brandt. "It's nothing more than a tool to consume the story, though there was a lot of effort put into this microsite so that the audience could understand it immediately."
Visitors can view the evolving messages, music and contact lists in Anna, Luca and Jade's phones and basically keep up with their stories in real-time. To achieve this, W+K, London is feeding content 24/7 into the microsite to further the tales, which will unfold over six weeks. Along with the microsite, W+K added another layer of interaction by creating Facebook pages for the protagonists. "What we're doing to make this as real as possible is the three characters have profiles. The most interesting function of it is that you can communicate with them in real-time on Facebook. You can write a post and whenever the character's supposed to be on Facebook, they will reply to you."
Seeing as the microsite content is being constantly updated, those paying attention will know immediately when a new text message or even an occasional phone call is received. "Whenever a character gets a message—this happens in real-time—you can sit there all day if you want and wait for new messages to come in," says Brandt. "You'll hear a typical text message beep. With the calls, we hint people before the call comes in the emails and a couple of the text messages [on the site]. The phone actually rings and you can listen to the call."