The document describes the Choco-locate project, a three-screen documentary about chocolate produced by Lalita Krishna. The project began as a documentary called "Semisweet" but expanded to include a website and mobile app to connect with chocolate enthusiasts. Through focus groups and audience research, the goals shifted to helping people find local chocolate makers through an engaging mobile app. The app launched in 2011 alongside the documentary and social media campaigns. It has since expanded globally and led to other transmedia extensions and monetization opportunities for the project.

1. choco-locate
A Transmedia Documentary Project
GO

2. Why?
The simultaneous development of this three-screen documentary
project and the evolution of a very successful app make this an
exceptional case study.

3. Choco-locate
theoverview
A three-screen documentary project about the transformative power of chocolate
produced by Lalita Krishna of In Sync Media
‘The Choco-locate project began during the
development of a new documentary,
"Semisweet", which explores our relationship
with the sweet indulgence.’
‘Our initial research for SemiSweet has taken us
on a journey around the world, from Northern
Ontario and Middle America, and all the way to
Paris and the Cote D’Ivoire.’ Lalita Krishna
➡ initial goal: ‘highlight the issue of Fair Trade’
in chocolate production & consumption

4. Choco-locate
productiontimeline

5. Choco-locate
developmentstrategy
development strategy
early ‘aha’ moment!:
Chocolate is a pleasure people don’t want to feel
guilty about: “another product that (they) can’t
put in (their) mouth because someone,
somewhere is suffering somewhere in the world”
➡ revised goal: find an audience of ‘chocolate
enthusiasts’ & shift them gently towards Fair
Trade
Connect with Chocolate Lovers
How? Through stories of chocolate producers &
independent Chocolatier

6. Choco-locate
earlydevelopmentphase
•Development of Semisweet, the doc,
happened first
•Semisweet presented a perfect
opportunity for transmedia extensions
•Applied to Bell Fund for
development of website & app
•TVO gave letter of support
•Early development goal was website
•Transmedia producer hired to assist
in developing the website
•Website would be blog based, story
sharing

7. Choco-locate
audienceresearch
•Research into audience interests & needs • 2nd ‘aha!’: ‘People who like chocolate want
to find chocolate. They don’t care about
•Question: How can we respond to their history.’
needs? And create an exciting interactive
website? •‘At the end of the day, they just want to
find good chocolate.’
• 4 Foodie focus groups - June - September
2010 • If location is key, the device for location
is mobile!
•Focus groups were a key factor in
development process - saved months by • 3rd Aha! ‘If we’re going to help people
asking target group what they wanted in a find chocolate then we’re going to go
website mobile’
•Focus groups showed chocolate lovers were
interested in one simple thing:

8. Choco-locate
thetrailer
launched
September 29, 2010 on YouTube
goal
Create trailer as a pitch to model experience of
app & website

9. Extensions
transmedia
• Interactive trailer was created to demo what interactive project
will be, with different elements
➡Key transmedia production decision - develop all platforms
simultaneously. DON’T do film first, then transmedia later
•January 2011: Website, App & Doc started simultaneously
• Initial development focuses on Ontario as testing ground
Beta website: ChocoFiles.com
• Registered website: ChocoFiles.com & Choco-locate.com
• Mobile to be central component - utility & cool factor!

10. Choco-locate
app&website
• With confirmed funding from Bell Media Fund,
CMF, Ontario Interactive Digital Media Fund & TVO,
production commences on app & website.
• ‘I approached it exactly the way I would a film:
hire the right contractors and play the role of
project lead and director.’
• ‘One has to be aware of the amount of content
you need when you’re talking about a website &
app.’
• ‘Leave time to build the database and create in-
depth content that engages & immerses.’

11. Extensions
app&website
•“I didn’t want to just put information on a site. I
wanted a multi-layered application that could work
on all platforms.”
•“In looking at the context of how the medium is being
used, it made much more sense to develop and build a
native phone app that delivers a complete experience.”
•While listings are free, retailers who want a feature story
on the site must agree to offer a free sample for anyone
who comes into the store and shows their Choco-locate
app. “Chocolatiers love it, because people are coming in
and buying more,” Ms. Krishna says.
•It’s simply a matter of building on what they have, Ms.
Krishna says. “We already have the back end. We just
need to research the front.

12. Building Community
socialmedia
launched sneak peak
Facebook 19 May 2011
of documentary
11 August 2011
social media
creates conversation with fans, introduce fans to characters in the doc

13. Building Community
socialmedia
social media
platform for teasers, promos, cross-linking between platforms & other projects
support & extend community!

14. Building Community
website
website
‘create sense of anticipation
Aha! Helps to build audience
for the documentary through
for documentary
social media’
platform for conversation not
for watching theatre sneak peak of documentary 11 August 2011
documentary
design for interactivity!

15. Choco-LocateWebsite&App
Haveyoursay
Surveys stay in touch with fans, Comments on app recommend
keeps conversation active Chocolatiers
Great data mining for Community engagement in
Chocolatiers shared passion

16. Beta Launch July 2011
choco-locateapp
App promotes documentary
Showcases Chocolatiers in different cities
Fans can favourite shops and chocolates
Enables networked conversation within a community

17. Beta Launch July 2011
choco-locateapp
Chocolate lovers can The app features weekly App geolocates Email your friends! City map! Find your
browse local shops by specials on chocolates Chocolatiers near you, chocolate!
preference in your area Promotes Chocolatiers
gives location & the Choco-locate app
artisan, fair trade, raw,
vegan & organic & links to Google Maps Win Win!

18. Pre-Broadcast
markeTingblitz
Chocolate chocolate everywhere.......
Marketing efforts accelerated prior to the
documentary's premiere.
App and Website pushed through network of
chocolate stores and brand evangelists to create
a ripple effect.
App and Website content pushed the doc.
• Increased Twitter, Facebook and YouTube content with scenes or news about the
documentary
• Daily Blogs from Director and characters from doc.
• Press reviews and profiles in print and online media retweeted and uploaded on website

19. Semisweet
Tvobroadcast
record viewing numbers
229,000
‘pretty sweet for a regional
broadcast!’ lalita Krishna
June 6 2012 premiere

20. fantasticpress!

21. Extending Community
appgoesglobal2012
evolving project future directed
Choco-locate continues to Choco-locate now
launch in cities around the completely focused on
world. marketing & monetizing
Extends audience for
documentary

22. Building Community
pinterest

23. Choco-locate
7platforms
Broadcast/documentary website mobile app youtube
twitter facebook Pinterest

24. Marketing &Monetizing
themedevents
Themed events are another
revenue source for Choco-locate:
eg. A chocolate & wine dinner...
Choco-locate is the facilitator
future monetizing!
The app can be re-skinned for
other products... cheese, wine..
The app functions as a
customizable platform for other
products with audiences & fan
communities
The app also provides ongoing
marketing

25. audiencemetrics
Facebook Fan Page: 162 fans
Twitter: 583 followers
App Downloads: 2,261
Average Website Monthly
Unique Visitors: 1,170
Average Monthly Page
Views: 4,845

26. Choco-locate
funders
documentary funders
digital media funders

27. Choco-locate
funderstats

28. Choco-locate
keyinsights
lessons learned in app
& WEb development
•Find app developers you can work in •Use the right platform for its unique
partnership with properties, ie. what it’s capable of
doing
•I need to give them the user
experience, I need to tell the story, •The tech should not drive the project
•Tell a story of the user journey trying •Early suggestions, AR, games, were
to find chocolate not right
•Key comment: ‘wouldn’t it be nice if I •Don’t just use website for cutting
had an app for that?’ room edits, give website a unique
purpose
•Technology is important but it has to
be right for the project •‘I don’t take the doc & put it on my
website or app. Clips on YouTube link
to other platforms’
Lalita Krishna

29. Get in Touch
contactus
TMC Resource Kit
info@tmcresourcekit.com
tmcresourcekit.com
Choco-locate Case Study was prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn

30. tmcrkpartners
THANKS to...

31. The Choco-locate Case Study is released under a
NonCommercial ShareAlike Creative Commons license to
be shared, remixed and expanded non-­‐commercially, as
long as you credit the TMC Resource Kit, the creator of
the Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, and
license your new creations under the identical terms.
Images from third parties retain original copyright.