82% increase in traffic to the site (from pre-Rookie to live Rookie)
460,000 visits to the site for the Rookie webisodes (six in total)
More than 1,389,000 webisodes viewed
Time spent on site nearly doubled (43%)
Received over 61,000 entries for sweeps that were advertised for just one day on MySpace
Story was challenged to create an interactive experience to showcase original content — a webisode series called The Rookie, created by Degree. The goal was to capture the core audience through this experience as well as to spark further engagement with the site.
To do this, Story created CTURookie.com, an online replica of the Counter Terrorist Unit (CTU) set on 24. New webisodes were created every two weeks, and were supported through online banners and e-mail blasts. Website content was housed in different rooms that were already familiar to fans of the show, with interactive options for navigation.
The site currently holds six webisodes, behind-the-scenes clips, character profiles and online trivia games. Last season, users could enter a sweepstake to win a VIP trip to the 24 Season 6 DVD launch party.
An online replica of the Counter Terrorist Unit (CTU) set on 24
