Dunder Mifflin Infinity was a gamified social network spun off from the hit NBC series, "The Office" - the very first of its kind in the digital/TV space. Launched to coincide with an episode of the same name, Dunder Mifflin Infinity (or DMI, as it was commonly known) let fans of the show join a virtual "branch" of Dunder Mifflin, and complete weekly challenges and games in order to earn SchruteBucks - the game's currency. With SchruteBucks, DMI "employees" could buy items to decorate their virtual cubicle or office, get promoted, and help their branch move up the leaderboard. At the end of each season, the top branches and employees earned real-world prizes, including signed memorabilia and official show merchandise. A real-world DMI popup was held at the 2007 Office Convention in Scranton, Pennsylvania where branches competed in The Office Olympics and the cast of the show acted as judges. DMI ran for three seasons, before shutting down in 2010.
As the Digital Team Lead (Senior Producer) for DMI, I worked closely with The Office producers and writers to translate their show scripts into weekly challenges and games for the fans. My responsibilities included:
- overseeing all content and tech development, as well as QA
- storyboarding the weekly tasks in concert with the show's digital writer
- refining the SchruteBucks virtual redemption program
- writing the gameplay FAQ
- managing all community aspects of the social network
- managing the day-to-day running of the game
- revising and relaunching the game each season for the lifetime of the program
To learn more about DMI and the innovation it brought to the digital television space, read Dunder Mifflin Infinity: A Case Study in Using Game Mechanics to Drive Community Behavior.