The launch of the second series of Prison Break on Five included one of the first alternate reality games in the UK. As the shows stars attempt to evade capture, viewers take part in an online manhunt across some of the web's most popular sites.

By using second-generation sites such as MySpace, Flickr and YouTube as our hiding places, we found a way to reach and actively participate with sophisticated internet users in the target market, delivering an average of 13 touch points per player, with an astonishing 50% of entrants completing all stages of the manhunt.