National Geographic Channel – Expedition Week’s MISSION EXPEDITION
This whimsical piece captured the imagination of our judges. In anticipation of Expedition Week 2011, Nat Geo built a miniature world accessible via a live-streaming video game. For a 60-second turn, players wielded a user-controlled telepresence robot to hunt for live objects within a miniature replication of the environments found in Expedition Week’s documentaries—the Himalayas, ancient Rome, Victorian London and a cannibal village. Once found, users took snapshots of the teeny tiny artifacts. And get this: The life-sized ones are actually shipped to you in the mail. In just two weeks the game got tens of thousands of plays, as each explorer plotted to discover 1 of 200 artifacts hidden within the mini-world.
Honorable Mentions
AMC – Breaking Bad Games
Charter Communications – Charter Center Stage
A&E – Breakout Kings’ Catch a Con Sweepstakes
IFC – Rhett & Link: Commercial Kings Loco Awards
WE tv – Cake Staker Game

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