MTV & UNRD Launch Mobile 'Ghosted: Love Gone Missing' Experience

The mobile storytelling company Unrd is initiating its first project centered around pre-existing intellectual property, specifically adapting “Ghosted: Love Gone Missing,” a reality television program from MTV that explores the phenomenon of ghosting in dating.

Previously, Unrd (pronounced “unread”) has concentrated on developing original narratives in the genres of crime, horror, and romance. These stories are uniquely presented through the simulated interfaces of mobile phones, utilizing formats such as text message exchanges, video clips, and other digital content.

Beginning next week, on November 16th, the application will offer an adaptation of “Ghosted” that differs from the television series in that it will be a scripted experience. Users will investigate the text messages, photographs, and video conversations of characters to uncover the reasons behind instances of being ghosted. They will also have the opportunity to cast votes on whether characters should end relationships or attempt reconciliation prior to viewing the story’s conclusion, although these votes will not influence the actual outcome.

MTV’s Head of Digital commented that this project was a “very close collaboration” between MTV and the Unrd team, under the direction of CEO Shib Hussain.

“This represents the first instance of them collaborating with an established IP—but we were not at all hesitant to be the initial media partner they worked with,” Brown stated. “We had a clear vision regarding maintaining the integrity of the existing format, while the Unrd team assisted us in reimagining it, and our combined efforts found common ground.”

He further explained that while interactive elements are often discussed within the industry, Unrd’s focus is not on “interactivity for its own sake.” The primary goal is to deliver “a more engaging experience for the user.”

Unrd will present three separate stories connected to “Ghosted,” with each narrative unfolding over a period of six days.

“A crucial aspect of our approach is the concept of real time,” Hussain explained. “Users are unable to simply watch the entire story in a single session. They must wait alongside the characters for the next message to arrive. This enhances immersion and also generates anticipation and excitement among users.”

Brown pointed out that these Unrd stories are being released during a hiatus in the second season of “Ghosted.” The intention is to maintain engagement with current fans while simultaneously attracting new viewers.

“At MTV, we are continually exploring methods to expand the reach of our intellectual property,” he said. “I believe Unrd provides one avenue for achieving this. We are in discussions with other potential partners, but Shib and his team have been exceptional to collaborate with, and we are eager to continue our partnership.”