Netflix asked us for spots that would help launch Orange is the New Black's fourth season and release the show globally. It meant that we not only had to appeal to people who had never seen the show but still engage their superfans.
So we created Welcome to Litchfield, a first-person POV campaign that let every viewer experience their first day in prison. OITNB newcomers got to meet all the important characters and we hid easter eggs for all the super fans to find.
**Spoiler Alert** easter eggs below
Bell: The meetmcc.com url on the TV screen led to a real website that housed a secret orientation video.
Red: The yelp sticker on her menu led to a real Yelp page with reviews about Red and her cooking.
Common Room: A website where fans could try and win limited edition shirts with their favorite inmate on them.
Piper: A real Instagram handle on her phone led to, you guessed it, an Instagram account with videos from the inmates.
