And doughnuts. The official word: For the first time ever, fans of USA Network’s PSYCH will have the unique opportunity to determine the show’s ending via a live interactive, socially charged crowd-sourced event to mark this landmark 100th episode, ”100 Clues,” on Wednesday, March 27 at 10/9c. With Dunkin’ Donuts as the Social TV sponsor (#WhoDDit), the multiplatform experience officially kicks off on March 13 across web, social and mobile. Fans of the show will get revved up for the 100th episode with a PSYCH-themed interactive countdown calendar, custom polls, trivia and challenges across all the show’s social channels.
“This is a great example of how USA can eventize a broadcast and take fan engagement to new heights – before, during and after the show,” said Alexandra Shapiro, executive vice president, marketing & digital. “In collaboration with Dunkin’ Donuts, we have co-created a Social TV campaign that interfaces with the audience at every consumer touch point, from TV to social channels to mobile.”
In “100 Clues,” a modern whodunit that will have viewers on the edge of their seats, Shawn (James Roday) and Gus (Dulé Hill) are invited to a mysterious party at a historic Santa Barbara mansion by Billy Lipps, a rock icon whom Shawn and the SBPD had sent to prison five years earlier for murder. When a new and deadly crime is committed, five potential suspects emerge: the Butler, the Groupie, the Manager, the Author and the Host. As the plot thickens, fans on both coasts will work with Shawn and the gang to identify the true culprit, and serve as the ultimate detectives, determining the episode’s outcome. Inspired, in part, by the beloved 1985 film “Clue,” special guest stars of the 100th episode include the film’s co-stars Christopher Lloyd, Lesley Ann Warren and Martin Mull, as well as Tears For Fears’ Curt Smith and Garrett Morris.
“As the exclusive digital sponsor, Dunkin’ Donuts is excited to help keep the conversation running leading up until the 100th PSYCH episode,” said Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands. “PSYCH has a passionate social community of PSYCH-Os and we look forward to joining them in offering fun and engaging ways to maximize the second screen TV viewing experience.”
Fans can vote for one of five suspects online (http://psych.usanetwork.com/) or via Twitter using a custom hashtags for each possible culprit: #PsychButlerDDit, #PsychGroupieDDit, #PsychManagerDDit, #PsychAuthorDDit and #PsychHostDDit. Viewers on both coasts will be kept abreast of the polling results via real-time on-air graphics. On the West Coast, the audience may be treated to an entirely different ending of their own choosing. Ultimately fans will be able to see two of three alternate endings online and on-demand the day after the telecast. The unaired third ending will be featured as exclusive bonus content on the season seven DVD.
Enhancing the live voting, PSYCH-Os can interact with a special second-screen sync experience via USASync at sync.usanetwork.com.
Season seven of PSYCH will explore Gus’ (Hill) personal life, feature the wedding of one of the main characters and deliver new ‘PSYCH-isms’ crafted for the series’ legions of devoted fans. Parminder Nagra will recur as Gus’ girlfriend, exposing his romantic side and creating jealousy with Shawn. Additional guests include Katy Mixon, Garcelle Beauvais, Jeffrey Tambor, WWE’s Big Show, as well as the return of Cybill Shepherd and Kristy Swanson.
Dunkin’ Donuts’ agency of record, Hill Holliday, put the deal together with USA Network.