​SundanceTV wants viewers to share their secrets as part of the campaign accompanying the release of the new Maggie Gyllenhaal-led miniseries “The Honorable Woman,” which premiered July 31.

Secrets—and the lengths people go to keep them—form the backbone of the thriller, which centers on the daughter of an Anglo-Israeli arms dealer, who as a child witnessed her father’s murder. As an adult she takes control of her father’s company and refashions it into an an outfit dedicated to bringing Palestinians and Israelis closer together.

With a plot so heavily influenced by secrets and lies, SundanceTV decided to bake those concepts into the marketing campaign as they took the show out to viewers, according to Monica Bloom, svp marketing at the channel.

“We wanted to translate these themes into a marketing campaign that would rouse and delight our audience while driving engagement and conversation around this compelling series,” Bloom said.

SundanceTV worked with Layar to create an augmented reality experience that unlocks clues about upcoming episodes when viewers hold their smartphone and tablets over images on the SundanceTV website or Facebook page. Jumbles of letters suddenly reveal hidden messages, words appear out of thin air, and other clues unlock various common apps on your smartphone to indicate further easter eggs.

Working with Brainfall, the network also created a series of personality quizzes with titles such as “How Honorable Are You?” and resurrected the classic game “Two Truths and a Lie” for online players. SundanceTV reports 200,000 quiz completions in the four days leading up to the premiere.

Whisper, the anonymous social networking app that lets users post confessional messages, also got in on the campaign. Users were asked to share one secret anonymously that they would never share with their siblings.

And the network worked with Gawker and Jezebel on sponsored content centered on the theme of secrets, including a custom post entitled “How Far Have You Gone to Keep a Secret.” Readers could use Gawker Media’s anonymous “Burner” commenting system to leave their own secrets below the post.

“The Honorable Woman” airs Thursdays at 10pm ET on SundanceTV.

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