The platform Audible launches an interactive campaign via WhatsApp to promote the ninth season of 'Why Do We Kill?', featuring a digital escape room and a chance to win a trip to Edinburgh.
On July 1, Audible will release the ninth season of "Why Do We Kill?", the popular true crime series created by Carlos Porta. To kick things off, the Amazon-owned platform has launched a campaign that combines connected television, social media, and an interactive experience on WhatsApp. The goal: to turn listeners into detectives from their mobile phones.
Shadow art for the connected television campaign
Under the slogan "A crime is not solved until you have all the pieces", the campaign translates the process of analysing and connecting clues typical of a criminal investigation into advertising. The strategy includes two spots created using the technique of shadow art.
In the pieces, a narrator recounts a crime while the camera shows seemingly unrelated objects. In the end, a play of light reveals that the arrangement of the elements casts a shadow that contains the key to solving the mystery. A handcrafted execution that symbolises the need to gather all evidence before closing a case.
A true crime escape room via WhatsApp
The main interactive activation is a digital escape room developed by CYW under the direction of Audible and designed to operate via WhatsApp. From July 14 to 31, users can take on the role of detectives and participate in an investigation from their phones. An automated chat sends messages, voice notes, images, and documents that participants must analyse to connect clues and solve the case.
Among those who complete the mystery, a weekend trip for two to Edinburgh will be raffled, a city linked to the imagery of European true crime. For genre enthusiasts, it’s an opportunity to experience an immersive adventure without leaving the sofa.
True crime creators test the experience
The action also extends to social media with the participation of creators specialised in crime reporting, such as @noesmanera, @drewtua, @la_cronica_oscura, @aliciairanzo_ and @soyjuliomarin. These profiles took part in a physical version of the experience from a hotel set up like a crime scene.
Each creator received an investigation briefcase with clues and materials that complemented the WhatsApp game. Their reactions and progress were recorded and turned into content for social media, aiming to showcase how the format works and broaden the campaign's reach. For the audience, it’s a way to see how other amateur detectives solve the case before embarking on the adventure themselves.
The campaign kicks off on July 1 with the spots on connected television, and the escape room will be active from July 14 to 31. Those interested in participating can access it through Audible's social media channels. An interactive twist that turns the listener into the protagonist.
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