The storyline for USA Network's forthcoming thriller, Dig, might revolve around an ancient conspiracy, but the show's ad campaign is very much a nod to the future.
Unveiled Monday, the campaign all hinges on the Dig Decoder app, which brings select online, outdoor and social graphics to life when seen through the app's viewfinder.
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"The story behind Dig is such a rich deep immersive story that we love the idea of using technology to really let us tell that story across all the places users might connect to Dig in a trans-media way," Jeffery Kaufman, senior vice president of digital at USA, told Mashable.
Dig stars Jason Isaacs as FBI agent Peter Connelly, a man who begins to uncover a 2,000-year-old conspiracy while investigating a murder.
Isaacs, along with other costars, have a part in the augmented reality experience, which USA partnered with Auggd and Yuco to create.
One of the most important elements in creating both the app and the show's new online game, which launches Feb. 19, was the involvement of the show's writers and creator, who created the storytelling elements so users could immerse themselves in the same world as Dig.
Just as the app will uncover clues in the marketing materials, the game, which will run for 12 weeks, will grant fans access to case files featured in the show and let them take a closer look at things like text messages and certain key objects.
"We wanted to make this as linked as possible to the world of Dig," said Kaufman, who added that inspiration came from games like Myst in the creation of the Dig Decoded game.
Dig premieres March 5 on USA.