Using augmented reality technology, an ordinary Boston bus shelter was transformed into a portal to the Shadow World revealing demons and other Shadow World creatures wreaking havoc on the streets of Boston. This execution took average people, “Mundanes” as they’re referred to in the show, out of their mortal world and into a new hidden reality, similar to the protagonist’s journey in the series. The dangerous creatures that emerge from the portal appear to charge towards the bus patrons or destroy their surroundings.

The interactive digital out of home campaign was implemented locally in one Boston bus shelter. The far right wall of the shelter was into a digital screen showing a live camera feed, appearing as transparent. The camera footage of the street and passerby introduced a portal through which creatures emerged and Shadow World situations took over the city street. The unsuspecting citizens were able to watch the creatures attempt to break into the shelter and cause mayhem on their regular route. This extraordinary adventure engaged local Boston residents from December 7, 2015 through January 18, 2016, 24 hours a day at the intersection of Boylston Street and Clarendon Street.

Shadowhunters premiered as the #1 cable TV telecast across 18-34 and 12-34 measures and was the #1 scripted original cable TV telecast in adults and women 18-49. The series launch ranked as Freeform/ ABC Family’s #1 series debut in over two years. On premiere day, Freeform was the most talked about network in social media garnering more than one-quarter of all TV conversations across Facebook, Twitter, Instagram, Google+ and Tumblr (26.9%).

(Sources: NTI, 1/12/16, Live + Same Day. Social Media Sources: ListenFirst)