Pretty Little Liars
Facebook, mobile, alternate reality, and lots and lots of lies
An alternate reality mobile experience that allowed fans to share their darkest secrets.
To raise buzz for the the series premiere, the folks at ABC Family (now Freeform) asked 40 book bloggers and PLL enthusiasts to participate in a special alternative reality game. Each participant received a package in the mail with a spooky note, and underneath, was a box full of dirt. After a little digging, each participant unearthed either an iPhone or Motorola Droid smartphone, activating the first steps of a mobile and Facebook-based A.R.G. run by Fuel.