For the second season of Witches of East End, the writers created a darker tone for the series and wanted that to come through in the campaign. Because this was a network priority, we created a first-of-its-kind interactive promo that lets fans engage directly with each of the six characters in a custom, narrative experience, dynamic to each and every visitor. Through six unique scripts with a mix of user-driven interactions Lifetime was able to create a unique experience featuring the cast of the show and leveraging the on-air graphics to seamlessly blend the promos with our own, custom live-action shoot elements. Our developers created a proprietary HTML5 compositing pipeline to integrate user photos, names and choices into this one-on-one narrative engagement on desktop, tablet and mobile. Week of the premiere: over 200,000 unique visitors, nearly 1 million page views, engagement times of two and a half minutes and drove a record number of viewers to the premiere. We also had the opportunity to make a large presence at Comicon.