How Sony Music brought the legendary detective series TKKG to life on WhatsApp
Key points of the project
- Industry: Entertainment / Audio
- Use case type: Real-world implementation
- Channel: WhatsApp
- Primary goal: Fan engagement & brand revitalization
The challenge
Generations of children have grown up with the detective adventures of TKKG, one of the most successful audio drama series in the world. For the 40th anniversary, EUROPA — a Sony Music label — wanted to give fans more than just a nostalgic celebration. The goal: create a modern, interactive experience that would carry the iconic series into the digital age without losing the magic of the “movie in your head.” The challenge was clear — how do you evolve a classic audio format without destroying its charm?
The approach
Together with PUK, yesdevs and Memacon, the team developed a completely new kind of fan experience: “TKKG und die 12.000 Detektiv:innen.”
It began with a special anniversary episode on Amazon Music, ending in a thrilling cliffhanger that invited listeners to continue the story on WhatsApp. Fans could join the adventure through a simple QR code and were welcomed into a private WhatsApp group — where they became part of the detective team themselves.
Over ten consecutive days, users received new clues, voice messages, and decisions that shaped how the story unfolded. Each day, multiple paths and branching storylines kept engagement high, while all routes converged again at key points to keep the plot coherent.
The highlight: hyper-personalized audio messages. Before launch, over 1,500 of the most common first names were recorded in a professional studio and dynamically integrated into the story. Every participant heard their own name spoken by the characters — turning a familiar childhood classic into a deeply personal experience.
WhatsApp served as the perfect medium: an interface, distribution channel, and portal between the real and fictional world.
The result
The campaign was a massive success:
- Over 12,000 active detectives joined the WhatsApp adventure
- 2.3 million dialogue messages exchanged between TKKG and fans
- 7.5 million TikTok views for #tkkgosterabenteuer
- All-time streaming highs for TKKG episodes on Amazon Music
- An impressive +29.5 point brand lift across social platforms
- Server overloads within hours of launch due to overwhelming demand
The result: a digital reinvention that brought TKKG into the future — without losing the emotional power of the original audio drama.
What you can learn from this
This project shows how WhatsApp can transform storytelling into a fully immersive fan experience. Personalized content — even something as simple as including a user’s name — adds emotional depth and makes the audience feel part of the story. Cross-platform storytelling, bridging audio, social media, and messaging, strengthens brand loyalty across generations. And when nostalgia meets innovation, engagement doesn’t just grow — it skyrockets.
