 NBC is offering a range of supplemental content and interactive enhancements online to maintain viewer interest in its mockumentary series, "The Office," while the show is on summer hiatus. The enhancements are part of a long-established NBC strategy called TV 360 that has seen the broadcaster supplementing many of its programs with interactive and multiplatform elements (note: for more on the strategy, see [itvt]'s interview with NBC Universal's Jonathan Dakss, in Issue 6.71). Fans of the show can, among other things, follow Twitter conversations between two of its characters, vote on their favorite "The Office" moments, play a "The Office"-themed iPhone/iPod touch golf game, and participate in various activities via a "The Office"-themed social network. They can also access full episodes of the show, as well as a Web-original spinoff series, on NBC.com.
According to NBC, the show's Twitter enhancement allows viewers to follow tweets from characters, Kelly Kapoor (@IAmKellyFierce) and Ryan Howard (@veRY_ANgelic), as they "hash out their on-again, off-again, but always entertaining love/hate spat." The show's polls, meanwhile, allow viewers to vote for their favorite quote, prank, and costume and their favorite Michael, Dwight, Webisode, Jim & Pam, Accounting, Party and Romantic moments. The winning clips will be showcased on NBC.com throughout the summer. The show's iPhone/iPod touch game, which is priced at $1.99, invites viewers to putt through "The Office"-themed obstacles on four custom nine-hole courses, challenge friends and compare course rankings with other players. And the show's social network (dundermifflininfinity.com) will, according to NBC, be launching games throughout the summer. The most recent of those games was entitled "Where's Dwight?" and, NBC says, invited viewers "to search through several historically inspired photos to find their favorite 'Office' nerd, Dwight Schrute." According to the broadcaster, viewers' scores will accumulate through the end of August and the overall winner will receive prizes.
The show's summer Web series, entitled "The Office: Blackmail," follows one of its characters, Creed Bratton, as he attempts to blackmail his coworkers. It is supplemented with 1) a video commentary from Bratton, 2) what NBC describes as "a viral propaganda reel uncovered by his victims," and 3) a game that allows viewers to send joke blackmail video threats to their friends.
Other online enhancements to keep "The Office" fans engaged with the series over the summer include a "Look-A-Like Gallery" that invites them to submit pictures of themselves as their favorite character from the show; blogs from the show's Dwight Schrute and Meredith characters; and a regularly updated mock publication called "The Scranton Newsletter."
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