WATCHMEN: "The New Frontiersman"
Transmedia Campaign

The New Frontiersman released a series of content exclusives through its website, including correspondence, military documents, newspaper and magazine articles, photographs and video reports, bringing the wider world of WATCHMEN to life for as broad an audience as possible.

All the content was served through dedicated Flickr and YouTube accounts, available to follow as a single RSS feed generated by FriendFeed. Fans could also follow The New Frontiersman on Twitter to get the drop on the latest media the instant they went live. There were also a few other hidden treats to be discovered through The New Frontiersman site itself, which was updated and developed all the way up to the release.

Crossing over to the physical world, the cover wrap of Metro, the UKs only urban national newspaper, was incarnated as The New Frontiersman, the right-wing extremist publication from WATCHMEN.

The New Frontiersman transmedia campaign was recognized as a Webby Awards Official Honoree in the category of Online Campaigns.
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Agency: Picture Production Company
Client: Paramount Pictures International

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