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VIEWING PARTY
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ABC.com
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2008
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In general, a digital viewing party is akin to a mashup of Evite and instant messaging. The idea is that any group of friends watching the same television program may hold a private, online party to discuss and interact with the show, in real time, in a highly dynamic and visual way. Between 2006-2007, the concept started surfacing at conferences and industry events, but no killer viewing party applications were deployed publicly during that time. ABC, like most TV networks, was looking for new ways to entertain and retain viewers during live programming, and in early 2008, ABC.com approached the AFI Digital Content Lab about developing a viewing party prototype together.
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WARPED ROADIE
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EarthEcho International
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2008
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EarthEcho International is a nonprofit that has partnered with the Vans Warped Tour to promote environmental action. In 2008, EarthEcho International asked the AFI Digital Content Lab to help develop a communications strategy that would cut through the chaos of a 46-city, 100-band, punk rock tour with 650,000 attendees. The goal is to educate 15- to 20-year-olds attending the event about environmental issues in a non-preachy way and make those issues directly relevant to the concertgoers' lives.
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HOOKING UP
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HBOlab
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2008
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HBOlab was an entity launched by HBO to produce short humor series that played across YouTube and other social video sites. The broadband-only productions had appeared under the name Runawaybox.com. HOOKING UP was the first production to launch under the name HBOlab. The script outlined a thirteen episode series with an ensemble of actors portraying college students during their first year at university. The twist that HBOlab hoped would set the series apart was that the cast was made up of individuals who already had large followings on YouTube.
Despite the potential for viral marketing that proven YouTube stars would bring, HBO approached the AFI Digital Content Lab with a challenge. How could they use a multi-platform play to further extend the reach and intrigue of the series?
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THE FACT PROJECT
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Online NewsHour
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2008
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THE NEWS HOUR WITH JIM LEHRER is a highly respected, daily news series that airs on PBS. Online NewsHour is the program’s digital component and its long-time editor-in-chief is Lee Banville. In early 2008, Banville and the AFI Digital Content Lab hatched an ambitious plan to create a fact-check website that focused on statements made during the build-up to the 2008 presidential and congressional elections. While there are other user-generated news and even fact-checking websites available, none were tied to a TV news brand as venerated as NewsHour’s and few encouraged citizens to do their own research.
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PLANET ILLOGICA ARTIST-IN-RESIDENCY PROGRAM
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Planet Illogica
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2008
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Planet Illogica grew up out of a nascent Artist-in-Residency program founded by Tonny Sorensen, CEO and Kene G, head of marketing for the Los Angeles-based fashion and events house Von Dutch. Tonny wanted to provide the formidable talent that was assembling on the edges of his brand with tools and access that would allow the individual artists to share wisdom and resources with one another, as well as with alliance partners who could help to deepen their skill sets and broaden their reach. Kene saw the potential in building a collaborative online environment that could provide the artists with a virtual home.
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LEAVING THE GAME
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Method
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2007
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Machinima technology has become a staple in video game production. This form of digital storytelling is where 3D video game worlds are adopted as virtual casts and sets. The AFI Digtial Content Lab machinima series, “Leaving the Game” asked the question: “Can a game engine be used to generate a fully leaned back experience in the form of a linear narrative series?” The team of mentors answered by creating a 6-minute pilot episode that can be rendered on the fly, allowing playback to be completely personalized based on the viewer.
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FILMOCRACY
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ITVS
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2007
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Independent Television Service (ITVS) produces, develops and markets a diverse array of films for Independent Lens on PBS. The goal of the ITVS “Filmocracy” project was to create a series of topical on-line film competitions where aspiring filmmakers would be encouraged to edit their films online, using pre-existing footage and other materials.
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PLAYERS
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MTV, EA, Mekanism
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2007
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“Players” is a documentary co-produced by MTV, EA Games, and Mekanism. The film focuses on the world of hardcore gaming and the social diversity of the gamers themselves. As the producers were conceptualizing the film they realized that their core audience would also be a very much tech savvy demographic.
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BRAVO DVR AD PLAY
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Bravo
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2007
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DVR’s ushered in a new way of viewing television that left advertisers and the networks that benefit from ad revenue indefensible against the device. Working with Bravo’s “Top Chef” series, the AFI Digital Content Lab mentor team focused on solving this issue within the fast forwarding experience with a viable, consumer-friendly use of incentive programs and consumer generated viral marketing.
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CITIZEN NOW
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NOW on PBS
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2007
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Journalism has historically been a one-way pipeline of information from a news organization to an audience. Recently, that dynamic has begun to change, as audience-generated journalism has become increasingly relevant, offering many community members an opportunity to report on important topics. The PBS investigative news series, NOW, teamed with the AFI Digital Content Lab to create a news site that would offer professionally produced news and citizen-generated reports, while maintaining high journalism standards.
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