Who is the benefactor? Teen Wolf fans spent 24 hours racing to find out.
If you want to see the new Teen Wolf Season 4 trailer, you can now. However, if you wanted to see it early, you had to go on one giant and seriously cryptic scavenger hunt. The race for clues led to a huge surge of traffic on numerous websites and has earned MTV massive marketing props.
MTV unleashed the marketing ploy via various social media accounts on Friday with one vague question: “Who is the benefactor?” and a link to WhoIsTheBenefactor.com. The website showed one keyword and 15 blank lines. With no more instruction or hints, whispers began to rumble from Teen Wolf fans as they discussed what MTV could possibly want from them. Before long, it turned into an all-out frenzy as they began to scour the internet, on a mission to find out what they were missing.
Bit by bit, it came together. The fans scoured the internet for the keywords and clues, all of which were approved by Jeff Davis, Teen Wolf‘s executive producer. Clues were purposely placed in enigmatic tweets from cast members and in a half-minute promo. Others were plucked from MTV.com and the show’s Tumblr posts from several years ago. The hunt created quite the stir. More than a quarter million visitors stopped by the hunt-specific website. Of the 155,000 attempts at the scrambled keywords, only 23,000 people managed to pass the test. The reward: the first look at Teen Wolf Season 4’s newest trailer.
Was it a lot of work? Sure. Was it worth it? Teen Wolf fans seem to think so. Now the rest of us slackers can see it for ourselves. What do you think of the new trailer? Howl about your feelings in the comments below. Then, don’t forget to tune in to the Teen Wolf Season 4 premiere on June 23 at 10/9c on MTV.