MTV is challenging fans of supernatural drama Teen Wolf to unlock a trailer for part two of season three by completing a GIF puzzle. The network, which is aware that Teen Wolf has an active, engaging fan base on Tumblr, launched the challenge Wednesday.
Fans must go to TeenWolfTrailer.com and log in using Facebook to complete the puzzle, which consists of a series of GIFs that they must piece together in chronological order to view the trailer. GIFs will be released every hour within a four-hour span, starting at 3 p.m. ET.
Teen Wolf took a mid-season hiatus after episode 12 aired on Aug. 19. Season three returns Jan. 6. The trailer will also show up on TV and online Wednesday night, but this challenge allows fans to access it in advance. This is the first time MTV is releasing a trailer via a GIF challenge, and it likely won't be the last.
"The product itself was built to be extensible and reusable, so it'll definitely become a tool in our kit, but with each of our shows, we always look to build social campaigns that are native to that show's world and community to provide the best and deepest experience for our fans," Tom Fishman, MTV's vice president of fan engagement, told Mashable.
UPDATE: This is the trailer fans saw when they completed the GIF puzzle.
MTV previously engaged Teen Wolf fans with The Hunt, an eight-week scripted social game on Facebook that accompanied season two, Colin Helms, senior vice president of connected content, told Mashable. That engagement initiative helped grow the show's Facebook page Likes by 127%.