Mary Anning
Overview
The project developed a gamified promotional campaign for Mary Anning, the award-winning animated film, bringing its story into the real world through an interactive website, a city-wide fossil hunt, and cultural partnerships.
Tabs Studio designed and developed the digital experience, connecting online exploration with a physical treasure hunt to engage audiences with Mary Anning’s story in a playful and immersive way.
Client
Swissfilms
Project Website
Social Media Campaign
Reaching a wide online audience
The campaign's main digital distribution channel targets families and younger audiences on Instagram, Facebook, YouTube, and Google Ads, complemented by specialized newsletters. Video teasers of the gamified experience, sponsored content, and partnerships strengthen its virality, with every post directing traffic to the website and, from there, to partner cinemas' ticketing.
Gamification
Turning discovery into engagement
The website serves as a central hub, bringing together the fossil hunt, a mini-game, and three interactive quizzes on Mary Anning and women in science, evolution versus creationism, and the science of paleontology. Each journey ends with a clear call to action, leading straight to online ticket booking.
Fossil Hunt
Bringing the film to life beyond the screen
Rolled out across more than 30 Swiss cities and supported by over 60 partner cultural institutions (museums, cinemas), the great fossil hunt offers a hybrid experience. By scanning QR codes or following an interactive map, audiences unlock virtual fossils and exclusive content, with a consistent invitation to head to the cinema.
Credits
A project developed by Tabs Studio as part of the SWISS FILMS Booster Campaign.
With the support of Outside The Box
