An Introduction to Multi-Platform Storytelling;
and How this Entertainment Format can be Used
to Beneﬁt Brands.
Our Mission is ultimately to get more original Australian content made &
New Funding and Revenue Models are being established as networks, content
creators & brands get to grips with new technologies and ever evolving
audience interaction across devices.
Partnerships are Crucial for everyone to win in this game. We’re the best at what
we do as long-form content creators... storytellers. We want to work with the
best advertisers and their brands.
106 hours/month Ozzies spend on average in front of the box. No change in 5 years;
10% increase seen in US as a result of greater choice, technology and audiences enjoying interaction
with other fans online;
3 in 5 or 61% of Australian internet users watch TV whilst online;
37% more viewers watching time-shifted programming from ‘08-’09;
10% internet users are streaming video. Comparatively 45.5% in US;
20% internet users are downloading content;
YouTube more popular than Google as a Search Engine for teens online.
VIDEO VIDEO VIDEO. ITS THE COMMUNICATIONS MEDIUM
AUDIENCES EXPECT AND DEMAND ONLINE. WHICH RAISES THE
QUESTION: HOW CAN BRANDS CREATE FILMED CONTENT DESIGNED
SPECIFICALLY FOR MULTIPLE PLATFORMS?
80% agree B.E provides for alignment of brand with relevant content.
72% believe B.E. has the ability to make stronger emotional connections with the
72% believe B.E. builds brand aﬃnity with a desired target group/demographic.
55% say B.E. is eﬀective in avoidance of traditional consumer clutter.
48% says B.E. provides for protection from increased consumer control due to new
technologies, i.e. TiVo.
10% thinks B.E. is a trendy, sexy, communication tool.
(2009 M&V Survey respondents are marketers and members of the Association National Advertisers)
SO BRANDED ENTERTAINMENT IS SEEN AS EFFECTIVE NOT
NECESSARILY SEXY. THE QUESTION WE’RE SEEKING TO DRIVE A HIGH
% RESULT FROM IS “DOES MULTI-PLATFORM MAKE A BRANDED
ENTERTAINMENT STRATEGY MORE COMPELLING TO ADVERTISERS?”
Multi-platform TV Show Format
Display Advertising. Blog. Social Network
Sold by Network Channel. Key
Media Partners Interactive Element iPod. Podcasts etc
iPhone. Apps etc
Network Brochure Page or
Trailer site. Typically
includes: Trailer, Cast &
Crew, Program Synopsis IM. Twitter Realtime chat
Set Top Box. DVR
Real World Events. Inviting audiences Standard Mobile. WAP, txt
away from the screen increases
engagement by creating a sense of
exclusivity. Subsequent WOM beneﬁt.
TV Show + Multi-platform Experience = Larger, more engaged and
conversational audience across media
“...the most successful entertainment marketing is that which embraces ﬂuidity, in the
content itself, in the way it is distributed, and in the way it is promoted.”
Contagious Magazine, Entertainment Marketing Special Report 2009
Essential Media Case Study: Scorched
The Partners: Nine Networks, Screen Australia, NSW Film & TV Oﬃce, Granada International, Sunday
Night Movies, Goalpost Pictures, Firelight Productions, Essential – www.essential-media.com
The Story: It’s 2012 and a drought ravaged Sydney is encircled by massive bushﬁres. But how do you ﬁght ﬁre if
you have no water? Scorched is a revolutionary television event combining a 90 minute tele-feature and an
extensive online component. www.scorched.tv features over 90 minutes of additional drama content that acts as
a prequel and sequel to the gripping disaster tele-feature.
The Platforms: TV, Website, Faux Websites, Fictitious News Network, Vlogs, Second Life Mashups, Mobile,
Social Media, Print, Radio, MSN Messanger.
The Results: 10% of Australian’s engaged with Scorched in 2008, Premiere was Highest Rating Primetime
Show that Evening, 2009 Digital Emmy Award Winner.
The Feds Case Study: Yes Coach
The Partners: Optus Business, Switzer Group, M&C Saatchi, The Feds – www.thefeds.com.au
The Story: The brief was to create an online experience that raised Optus Business brand awareness with small
business owners. Our approach was to create an experience where Optus gave 3 businesses from around
Australia free business coaching for twelve weeks, demonstrating how the training improved their business
productivity. M&C engaged The feds at initial creative stage to assist in developing a 5-part reality TV series
over the twelve-weeks. We also helped them come up with strategies to keep the audience engaged in between
each videos release.
The Platforms: Online Reality TV Show, Blog, Website, Live Event, In-Flight Entertainment.
The Results: It reached 140% of the agencies set target. This included: 80,000 UVs, 5,000 Registered (non-
compulsory), 45% of visitors viewed 2-10 pages, well above industry average. 1 in 5 users wanted to know more.
The Feds Case Study: Empire of the Sun
The Partners: EMI, Empire of The Sun, Mathematics, The Feds – www.thefeds.com.au
The Story: Has anybody heard of Empire of The Sun? The Feds worked closely with EMI in the interactive
execution of the campaign surrounding one of Australia’s most popular bands. Our sister company,
Mathematics, conceptualised the three clips, the virals and the video installations for the concerts. The video
installations were launched at Parklife and now are part of their international tour. The Feds digital produced
the iphone game from conception to completion. The ultimate experience: Great Band, Video and Gaming.
The Platforms: Film clip, iPhone, online, viral video installation at live concerts.
The Results: 300,000 Viral Video Views, “Walking the Dream” Clip 2.5mil Views, Winning an Aria at St Kilda
Film Festival 2009 sellout out concerts, and work is being displayed at Selfridges in the UK.
The Feds Case Study: Gruen Transfer Mashup Tool
The Partners: ABC, Zapreuduers Other Films, The Feds – www.thefeds.com.au
The Story: Zupreuders other ﬁlms, creators of The Gruen Transfer, wanted to create a premium online
interactive experience that further explored the themes in the program. The ABC engaged The Feds to make a
video mash up tool. The tool allowed viewers to create their own ads, the best ones being screened during the
live broadcast. By directing audiences from the broadcast medium of television to the narrowcast arena of the
internet audience maintained a connection between on-air episodes and beyond the series ﬁnale.
The Platforms: TV Show, Website, User-Generated Content.
The Results: 12,000 Clips Created, 20mins Avg / Clip, The Format incl. Mashup Tool Distributed to Other
Markets, The Tool Continues to be Used Across Other ABC Shows.
Alternate Reality Game: Routes
The Partners: Channel 4, The Welcome Trust, Oil Productions, Minds Eye Media – www.routesgame.com
The Story: Routes is an ARG taking participants on a journey that educates and raises awareness of genetics and
bio-ethics amongst 14-19 year olds. A “shock” announcement is made at the launch party for the 8-part mini series,
Professor Marcus Shoenberg, a scientist, absent from the launch, had been found dead. His niece, Rachel
Burren, ﬂees the scene in tears and the mystery to spark the ARG is launched. Embedded in the game, Katherine
Ryan, award-winning comedian, explores her own genetic make-up, and tests her DNA to ﬁnd out whether her
genes or her environment deﬁne who she is. Can she blame genetic makeup on being a 2 beer drunk?
The Platforms: TV Documentary, Websites, Events, Online Games, Social Media
The Results: Games continue to be played, 700,000 UV’s, 300,000 video views, Minigames played 25mil times
(40% in target market of UK teens), Cannel 4 Educations Biggest Ever Show.
Multi-platform Campaign: Movie Launch
The Partners: Laika Productions, Wieden+Kennedy, Nike – www.coraline.com
The Story: Campaign began with sending 50 hand made mystery boxes to creative inﬂuencer Blogs: NotCot,
Coolhunting, Boing Boing. The boxes contained access codes to a website. ‘Coraline Keys’ were placed in public
places, interactive shop windows positioned buttons on the eyes of passers by. Huge ﬂoating ﬁgures blew through
the streets. Nike created the Coraline shoe. The website exploded with new games and interactivity, eventually
opening to public access. Trailers were seeded across major sites.
The Platforms: Animated Feature Film, Mystery Box DM, Apparel, Augmented Reality Installation, Website,
Ourdoor Print, Giant Inﬂatable Figures.
The Results: 845,000 UV’s before release, 30mil imps attributed directly to campaign, $16.8mil box oﬃce in 1st
week ($9mil target), Titanium & Integrated Winner at Cannes.
Working Together there are 2 ways we’d like to work with you:
One if you have a branded entertainment, multi-platform or content idea that
is beyond your own teams capability to deliver, we can partner with you from
concept, through sell-in to client, then on to production.
Two there are multi-platform entertainment concepts we have on our
development slate, some commissioned to networks who are looking for us to
ﬁnd a sponsor, others that are simply ideas in the making. We’d like to
brainstorm with you to see if any of these could be worked-up to ﬁt your
clients’ objectives. Then co-produce the ideas in partnership with you and your
clients. The ﬁnal entertainment property would be co-owned.
If you’d like to chat about this further, you can contact Tim on:
m - 0410624507
e - email@example.com
linkedin - linkedin.com/in/bingu
twitter - twitter.com/mbingu