Investigation Discovery viewers are often called ID Addicts, and the new campaign for the network’s IDGO app plays off just how addictive their series are. The promo, created by IKA Collective and directed by Ian Karr, features “Homicide Hunter” and retired police detective Joe Kenda.
In the spot, we see the see a day in the life of an ID addict as he goes from a bus stop to an elevator to the DMV, all while watching “Homicide Hunter” on IDGO. Along the way, he becomes the pied piper, collecting viewers who get drawn in by the stories and can’t tear themselves away. Joe Kenda narrates “live,” enforcing the idea that IDGO lets you take your favorite shows with you. In this case, literally.
The spot, which IKA Collective conceived, shot and edited, ends with the guy’s number being called at the DMV, leaving the crowd disappointed and longing for what happens next. Naturally he tells them how easy it is to download their own IDGO app.
