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Case study created by Siobhan O'Flynn
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A Tr!"#$%&'! D()*$%"+!r, Pr(-%)+choco-locate
GO
W.,?The simultaneous development of this three-screen documentary project and the evolution of a very successful app make this an
exceptional case study.
theoverview
‘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
A three-screen documentary project about the transformative power of chocolate produced by Lalita Krishna of In Sync Media
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productiontimelineC.()(-/()!+%
developmentstrategydevelopment strategyearly ‘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
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•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
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audienceresearch•Research into audience interests & needs
•Question: How can we respond to their needs? And create an exciting interactive website?
• 4 Foodie focus groups - June - September 2010
•Focus groups were a key factor in development process - saved months by asking target group what they wanted in a website
•Focus groups showed chocolate lovers were interested in one simple thing:
• 2nd ‘aha!’: ‘People who like chocolate want to find chocolate. They don’t care about history.’
•‘At the end of the day, they just want to find good chocolate.’
• If location is key, the device for location is mobile!
• 3rd Aha! ‘If we’re going to help people find chocolate then we’re going to go mobile’
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thetrailerlaunchedSeptember 29, 2010 on YouTube
goalCreate trailer as a pitch to model experience of app & website
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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!
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.’
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•“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.
app&website
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socialmedialaunched
Facebook 19 May 2011
sneak peak
of documentary 11 August 2011
social media
creates conversation with fans, introduce fans to characters in the doc
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socialmediasocial media
platform for teasers, promos, cross-linking between platforms & other projects
support & extend community!
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website
sneak peak of documentary 11 August 2011
website Aha! Helps to build audience for documentary
platform for conversation not for watching theatre documentary
design for interactivity!
‘create sense of anticipation for the documentary through social media’
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Haveyoursay
Surveys stay in touch with fans, keeps conversation active
Great data mining for Chocolatiers
Comments on app recommend Chocolatiers
Community engagement in shared passion
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choco-locateapp
App promotes documentary
Showcases Chocolatiers in different cities
Fans can favourite shops and chocolates
Enables networked conversation within a community
choco-locateapp
The app features weekly specials on chocolates in your area
App geolocates Chocolatiers near you,
gives location
& links to Google Maps
Email your friends!
Promotes Chocolatiers & the Choco-locate app
Win Win!
City map! Find your chocolate!
Chocolate lovers can browse local shops by preference
artisan, fair trade, raw, vegan & organic
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markeTingblitzChocolate 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
Tvobroadcastrecord viewing numbers 229,000
‘pretty sweet for a regional broadcast!’ lalita Krishna
June 6 2012 premiere
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fantasticpress!
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appgoesglobal2012
evolving project
Choco-locate continues to launch in cities around the world.
Extends audience for documentary
future directed
Choco-locate now completely focused on marketing & monetizing
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Broadcast/documentary
7platforms
website mobile app
Pinteresttwitter
youtube
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themedeventsThemed events are another revenue source for C.()(-/()!+%:
eg. A chocolate & wine dinner...Choco-locate is the facilitatorfuture 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
audiencemetricsFacebook Fan Page: 162 fans
Twitter: 583 followersApp Downloads: 2,261Average Website Monthly Unique Visitors: 1,170Average Monthly Page Views: 4,845
digital media funders
fundersdocumentary funders
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funderstatsC.()(-/()!+%
keyinsights
•Find app developers you can work in partnership with•I need to give them the user experience, I need to tell the story, •Tell a story of the user journey trying to find chocolate•Key comment: ‘wouldn’t it be nice if I had an app for that?’•Technology is important but it has to be right for the project
•Use the right platform for its unique properties, ie. what it’s capable of doing •The tech should not drive the project•Early suggestions, AR, games, were not right •Don’t just use website for cutting room edits, give website a unique purpose•‘I don’t take the doc & put it on my website or app. Clips on YouTube link to other platforms’
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lessons learned in app & WEb development
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C.()(-/()!+% Case Study was prepared by:Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn
contactus
TMC R%#(*r)% K'[email protected]
tmcresourcekit.com
THANKS +(...
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6% C.()(-/()!+% 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.
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