​USA‘s hotly anticipated new show, “Graceland,” debuts tonight along with a live second-screen experience that sets a new standard for engagement and interactivity.

With the new mobile optimized website, Graceland: Undercover, viewers of the new series about undercover government agents living in a mansion together can create their own aliases and become virtual agents. They can unlock rooms within the mansion and explore them from a 360-degree viewpoint, delving deeper into character back-stories and discovering more than 60 exclusive videos shot from specific character POVs.

Going even further, a tied-in app uses audio content recognition to track each episode as it unfolds, working with linear and time-shifted viewings, and letting viewers follow characters’ movements through the app’s world as they happen simultaneously in the show’s world.

Sponsor Kia also has an area in the app and website, a parking lot outside the mansion containing clips and photos and opportunities for viewers to win prizes.

Read more about Graceland: Undercover at Mashable.

Brief Take: From “White Collar” to “Psych” to “Covert Affairs,” USA has decided to invest in digital in a big way. Experiences like this one show that investment is paying off.

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