LMG receives a nomination at the 63rd Primetime Emmy Awards for its work with
Showtime’s agency of record Modernista on the 2010 Dexter Game On at Comic-Con ARG.
The combined effort from LMG and Modernista generated a unique interactive fan
experience that amassed over 70 million impressions.

LMG’s ‘Cheek Slash’ Facebook application drew in over 100,000 users in 3 days
for the start of a record breaking Dexter campaign, the Dexter Alternate Reality
Game. To generate buzz for the launch of Modernista’s cleverly staged, multi-
phase interactive game, LMG were tasked with creating a Facebook based
application that would engage users and spread the Dexter message rapidly through
their networks. LMG’s creative team responded with an interactive picture application
that ‘slashed’ the cheek of the user’s Facebook profile picture and registered as a ‘kill’.
The application also subsequently generated a Dexter themed animated clip that was
posted to the user’s wall. Dexter management set a target of 100,000 application
users, that once reached would result in the release of ‘secret content’; the launch of
the Alternate Reality Game. LMG’s support of the project continued during the full run
of the game.

The success of the application and game resonated in the blogosphere and social media
platforms, galvanizing fan interaction and interest in the series. Days after the end of the
Alternate Reality Game, Dexter’s Season 5 opening episode registered as Showtime’s
most watched season premiere in history. The campaign has been nominated for
‘Outstanding Creative Achievement in Interactive Media’ at the 63rd Primetime Emmy
Awards. 

To read more about the Dexter Alternate Reality Game Emmy nomination Click Here .