USA Network announced today that its digital team will continue its aggressive push into the online gaming world with the launch of Covert Ops 2.0, an alternate reality game (BurnNoticeOps.com) themed to the #1 scripted series on cable, Burn Notice. Developed in conjunction with the show's creator Matt Nix, USA Network is once again partnering with GM's Saab USA around the second installment of the most successful online game in the channel's history. The game enables the show's fans to get more involved with the franchise by turning users into spies and challenging them to conduct surveillance, clone a phone and plant evidence, all while behind the wheel of a Saab 9-3 Convertible.
"Covert Ops 1.0 surpassed our expectations in creating an engaging new experience for our fans as well as extending the reach of our sponsor," said Jesse Redniss, vice president, USA Network Digital. "In response to demand, we wanted to provide our fans with more of what they enjoy -- challenging game play, character interactivity and great prizes. GM was a seamless fit for the brand, the game and its new missions in 2.0."
Last season, the USA Network team shook up the industry with the launch of Burn NoticeCovert Ops 1.0, which immersed fans of the show into the action-packed life of a spy who has been 'burned'. The game garnered more than 7.6 million page views from over 300,000 users during the course of the campaign. For the length of the summer run (nine weeks), Covert Ops 1.0 accounted for 26 percent of total Burn Notice site traffic and engagement time, which was an astounding 12 minutes per entry (does not include pages per visit and uniques).
"We got involved because GM is always looking for innovative ways to engage current customers and attracting new ones. Covert Ops provided a non-intrusive approach that allowed us multiple touch points with these customers and our product," said Dino Bernacchi, branded entertainment director, GM. "While we knew the show was a big success, the online activation component was still unknown. The great story telling, engaging activities and the in-depth involvement with our product ensured success for GM in almost every category measured. USA knows what its fans want and provides partners like GM the opportunity to interact with them on multiple levels."
Covert Ops 2.0 not only builds on the adrenaline-fueled adventures the fans loved from the original game, but also includes seven new video-based missions featuring the recurring Burn Notice character Seymour (Silas Weir Mitchell). Each week, following an all-new episode, users will be able to go online to take part in a new daring mission and help Seymour retrieve a valuable microchip. The players who complete all seven missions are eligible to win a deluxe home entertainment system.
Burn NoticeCovert Ops 2.0 was developed in conjunction with Omelet (OmletLA.com), a Los Angeles based full service advertising and entertainment company. The game will be the digital centerpiece of a robust online microsite for the series. Additional elements include video spy tips, full episodes, behind the scenes and more.
Burn Notice is a sly take on the spy genre starring Jeffrey Donovan (Changeling) as Michael Westen, a burned operative who finds himself stuck in the tropical paradise of Miami. Also starring Gabrielle Anwar, Bruce Campbell and Sharon Gless. Tricia Helfer (Battlestar Galactica) guest-stars. Burn Notice was the #1 new show on cable of 2007 and the #1 scripted show on cable in 2008 in the coveted P18-49 demo.