The Momentum Pictures campaign, which also acts as a price promotion for the entire back catalogue of CSI DVDs, has been designed to tap into fans' love for the programme's procedural puzzles.
At the campaign's heart is an immersive multi-platform game, developed by mobile agency Candyspace, which gives mobile users the chance to win a variety of prizes.
The game can be accessed via branded WAP and online portals and weaves voice, print and online into the narrative. Participants are encouraged to pick up a voicemail message, visit a MySpace page, collect evidence in HMV shops and check the classified sections of 'The Sun' newspaper.
The game puts participants in the guise of agents on the trail of an 18-year-old female serial killer who lures her victims to their deaths by inviting them to spoof parties. Entrants must collect evidence and text their progress to their "boss" at CSI headquarters, from where they will receive assignment updates.
"Agents" who successfully solve the crime will be in with a chance to win one of 10 CSI-branded Samsung Omnia mobile handsets loaded with specially created content. One of the phones will hold a Golden Ticket earning the winner a trip to New York.
To generate awareness of the game, O2, Vodafone, Orange, Virgin Mobile and 3 mobile portals will carry banner ads created by Candyspace, alongside £1m-plus worth of TV, print, online and outdoor promotion. All creative will carry a code and URL that users must use to access the game.
Michael Artup, brand manager at Momentum Pictures, said: "CSI fans are famous for their passion and the amount of fan fiction that they generate around the show.
"The nature of the show makes it perfect for interactive content like this and we believe that the audience will see this campaign as one of the cleverest, most entertaining opportunities they have to engage with the series."
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