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edoc laundry & CSI

T-shirt company edoc laundry does more than sell metal-ish t-shirts. Each (expensive) shirt contains hidden codes that will unlock video clues to a mystery that’s part rock and roll, part American history, and part murder. edoc is a spinoff of 42entertainment, the interactive marketing company responsible for Microsoft’s mindbending ilovebees campaign. They got some major product placement in this week’s episode of CSI:NY (Hung out to Dry) and produced the t-shirt designs that were featured in the show. The episode’s villain, played by Edward Furlong (aka the T2 kid) will apparently appear on at least one other episode. If so, CSI probably hasn’t seen the last of edoc.

Here’s a clip from the show:

It’s an interesting way to sell clothes. It’s also an interesting way to play a game. The CSI’s producers have always had a thing for plot lines involving edgy tech culture-related stuff. Some of it’s a little out there. edoc has all the makings of a fad like pogs or those nerdy trading card games, but people love mysteries. “Alternate reality games” like edoc laundry are really interesting commercial and creative art forms. Both edoc and CSI are definately striking while the iron is hot.