THE PIXEL LAB 2010: Nuno Bernardo of beActive Entertainment - The Cross-Media Challenge: How to Produce Content for Different Platforms
The Cross-Media Challenge:Produce and distribute content for different Medias and Platforms <br />
Cross-media Originals: Sofia’s Diary<br />“Sofia’s Diary helps to write the history of the Television in the UK” in Broadcast, Abril 2008<br /><ul><li>beActive started Sofia’s Diary as Web/Mobile interactive Blog in January 2003 in Portugal.
Sofia’s Diary extended to a TV Show, Radio Show, Magazine, Books, DVDs and full 360 degrees entertainment brand.
In the last 5 years was already adapted as a cross-emdia format in 10 territories and broadcasted in more than 30 countries.
Sofia’s Diary UK was the first Web based contend to be transfered to TV.
It’s owned and distributed by Sony Pictures Television worldwide since 2006.</li></li></ul><li>Flatmates<br /><ul><li>Cross-media show produced in Portugal in 2008.
Being produced in Russia and Romania as as Transmedia show for Web, Mobile and TV.
Nominated for a Rose D’ Or Award in 2009.</li></li></ul><li>Flatmates<br />
BeatGeneration<br /><ul><li>Factual “Pop Culture” Magazine produced daily since 2007 by beActive for Web and Mobile.
Audiences can follow presenters and interact with them suggestion pieces to be covered in upcoming shows.
Produced in Ireland since 2010 for Belfast Telegraph and Entertainment.ie.
In pre-production in Brazil. To be launched in August 2010 as part of UOL.com.br, Brazil’s Top Portal.</li></li></ul><li>Final Punishment<br /><ul><li>Cross-media Show launched in Brazil in 4Q2010.
Premiered in Rio de Janeiro Film Festival – Oct. 2010.
Web content broadcasted on IG.com.br and Youtube.
Show already got a Digital Emmy nomination, a Rose D’Or Interactive nomination and a Tela Viva Award in Brazil.
Now being produced in Russia. </li></li></ul><li>Final Punishment<br />
Our Focus<br />Put the audience inside of the show. <br />Make them participate and be part of it (casting events and life events in Flatmates, screaming competition on Final Punishment) and it’s outcome. <br />Make it personal and immersive. <br />Use “all medias” to make it a truly 360 degrees show. It becomes part of your day life. <br />Use the Internet, Social Media and Mobile phones to establish relationships and build communities.<br />Use push devices (Twitter, SMS alerts, etc) to bring audiences back to the content. <br />Use traditional medias as TV, Radio and newspapers to bring the content to the mass market. <br />Use brands as sponsors and/or produce mobile and off-line products for monetizing the content (Mobile content, Books, DVDs, licensed products, etc). <br />
The Different Medias<br />Which medias to use in your cross-media Strategy?<br />Medias that bring something to your project (audience engagement, marketing, revenue) and can also work as stand alone pieces (and do not require audiences from other medias to watch). <br />The user of different medias must provide a better user experience but not exclude “non-participate” audiences. <br />The roll-out of different medias should focus on audience build up to the key media in your marketing strategy. <br />Make every media experience unique and rewarding to the user. <br />Be aware of each media limitations, traditional user experience (content length), and impact on the user (the distance to the screen and personal connection to the media).<br />The “time slot” of the user/media. Some examples.<br />
Final Punishment: Starting Point?<br />The Briefing and the Challenge:<br />The FP Briefing: Create a 3 window concept that could show OI Telecom services: Mobile, Digital TV and Internet Portal.<br />We had a script that we were unable to fund as no sponsor wants to be associated with “women getting killed in a prison”. <br />The Challenge: how to make a story about “women getting killed in a prison” relevant to an audience that reads a similar story in the newspapers, everyday. <br />The solution: make it personal => “You can save them!”. <br />The 2nd Problem: how make audiences like and care for women that were convicted for murder. <br />
The ARG Started<br />Game against time to allow audience to save the 8 women.<br />Back-story was introduced in the form of blogs, photo albums, news articles, etc to make women in prison more lovable.<br />Detective based game to tease audience to find out more about these women, what’s the connection between them and who’s killing them. <br />Audience need to collect 30 photos and a decoder that will allow them to find the right code.<br />
The Final Punishment ARG<br />The Game Master<br />The Journalist<br />InMates Back-story<br />Youtube/IG Video Channel<br />Mobile Content<br />
The Planning<br />1/10/2010: Premiere on Rio Film Festival and event in the streets of Rio de Janeiro and Festival lounges.<br />3/10/2010: Fake news about the “Prison” to be broadcasted in OI Radio and published as Ad News in several newspapers and blogs. <br />7/10/2010: Partnerships with top Brazilian Blogs to initiate discussions about “Is this prison the solution for Brazil’s overcrowded prisons problems?”. <br />9/10/2010: Blacklords hack the Web site.<br />10/10/2010: First inmate dies – The game starts: you have 7 weeks to save the remaining 7 women. <br />10/10/2010: Social media campaign starts with Adwords, Text Ads, Facebook Ads, Banners, and the support of some hired bloggers. <br />15/10/2010: The ARG campaign starts.<br />
The Planning<br />15/10/2010: Off-line campaign starts on the Office “Lifts” media in S. Paulo and Rio de Janeiro teasing office workers to “save the girls”. <br />15/10/2010: Partnership with two “Game” based Web sites in Brazil to promote the ARG and create separate communities and forums to enable discussing and hints and codes sharing between users.<br />17/10/2010: Youtube channel and IG.com.br Video Website set up with some “leaked” videos from the prison and inmates: surveillance cameras videos, prison psychologist tapes, etc. <br />Mid-November: first users decode the password. Prison Web site shuts down.<br />December 2010: Broadcast of the 4-part mockumentary with the real truth about what happened in the IvoKermartin Prison.<br />
Additional Content<br />You’re being investigated by the police Facebook viral application.<br />“Stop investigating” IVR pre-recorded phone calls.<br />SMS Alerts with clues and teasing the audience to come back to play.<br />Twitter alerts planned to guide the audience. <br />Facebook / Forum / Blog Comments moderation.<br />
All the Content Produced<br />Cinema: 1 60m length CUT for Rio de Janeiro Film Festival.<br />TV: 4 part mockumentary, 1 making of TV show, 2 TV ads and 2 TV Teasers. <br />DVD: 1 90m Feature Film Cut + Extra material.<br />Web Video: 8 confessional videos, 8 lost tape videos and 4 additional 22’ videos.<br />Mobile Video: 8 * 38s character presentation videos. <br />2 Mobile (JAVA) games.<br />2 Facebook/Orkut Applications.<br />3 Twitter Channels and 3 Facebook profiles and pages.<br />3 Flickr channels: +100 photos were produced and/or edited.<br />8 Blogspot blogs.<br />45 different banners.<br />+1000 tweets from the game.<br />20 SMS alert messages + 1 WAP web site.<br />1 IVR – Pre-recorded voice mail system. <br />
Going Global<br />Document all your production process.<br />Produce a Bible with all the materials, the “how to” produce the content. It will be key to sell the format internationally. <br />Partner with international production companies that are able to reproduce the format in their territories. <br />Attend TV and New Media markets as MipTV and Mipcom. <br />Partner with a International distribution company to reach key markets. <br />
My Two Cents!<br />A cross-media project/content is focused on providing an Experience (at the same time it tells a story).<br />Select stories that can be better told if the user is immersed on them. <br />Clear ideas: ideas that you can pitch in one sentence and show in a Banner or an home page “headline” or Youtube title.<br />Ideas that clearly are meant to be told on these medias: have a reason to!<br />Partner with entities that already talk to your audience.<br />