Run The Red: Pick-a-Path interactive story tech
Media Release
November 2009
Run The Red develop
“Pick a Path” interactive story technology
TVNZ On
Demand – Reservoir Hill
Run The Red, New Zealand’s leader in mobile marketing and solutions has provided TVNZ On Demand with the SMS functionality to drive the new format interactive web drama Reservoir Hill.
This first of its kind in NZ was a story that users of the TVNZ website could actively take part to determine the ending of the current episode.
Simon Elder, Online Editor of TV & Entertainment for TVNZ Digital Media was pleased with this New Zealand first initiative.
“Reservoir Hill folds the audience into the storytelling process like no other New Zealand drama before it. The ability to influence events in Reservoir Hill by texting Beth, the central character and giving her advice, has resonated brilliantly with TVNZ On Demand users. We’re delighted with the show’s performance,” says Elder.
The first episode had a fantastic response. Thousands watched the drama in the first few hours, resulting in several hundred viewers communicating with the show via text messaging. TVNZ On Demand screens a new episode of the dark and edgy drama every Monday afternoon, which is viewed exclusively through the web at www.tvnz.co.nz/reservoirhill <http://www.tvnz.co.nz/reservoir-hill>.
Ben Northrop, Run The Red CEO, says the Run The Red team are thrilled to be involved with the innovative new drama.
“It’s a fantastic project that we’re really excited about. We’ve wanted to involve mobile with TV for years now, and the KHF Media guys have come up with a great concept. Allowing viewers to interact with a character at the end of each episode is completely new, and an exciting preview into how mobile and TV can work together.”
With Reservoir Hill, each text from a viewer could actually help determine the direction for the next episode. Viewers have from Monday to Wednesday each week to watch the latest episode and text their message at the end of the show. Amazingly the text from the viewer appears in a bonus scene and the viewer can see Beth read their message on her phone. The production team then analyse the audience feedback, before going into production of the new episode each week.
KHF Media were behind the filming of the project, and Media Director David Stubbs, says ‘This mixture of drama and SMS technology is really innovative and Run the Red were a great
partner in developing this quite unique application. It’s all crafted in a way that integrates our story and video postproduction process with a twist on Run the Red’s technology. It’s a special and really effective mix that means our audience really do become part of the show.’
Jono Tucker, Run The
Red Account Manager, says that this sort of user engagement
takes TV drama to a whole new level. Viewers that take the
time to text Beth are rewarded with the special bonus scene
at the end of the episode. People don’t know what to
expect the first
time they send a message to Beth and
the reaction from seeing their message appear on screen as
part of the show makes it worthwhile.‘
ABOUT
RESOVOIR HILL
The drama follows Beth Connolly, a teen who
moves to a new suburb after her parents separate. The show
explores issues faced by teens, and the tech-savvy
‘Twilight generation’ are able to communicate with Beth.
Cleverly combining several types of media - TV drama, SMS
and the Internet, it effectively creates a modern day
“Pick-a-Path”.
PREVIOUS CAMPAIGN
Run The Red have
developed the Pick a Path technology using key elements from
the award winning ‘Distracted Drivers’ campaign, which
they partnered with ad agency Clemenger BBDO, for Land
Transport New Zealand. This massively successful campaign
encouraged users to visit a website, and send a text to an
on screen driver. The driver responded, sending a text back
to the user, with devastating consequences.
About
KHF Media
KHF Media is collaboration between Wellington
Producer/Directors David Stubbs and Thomas Robins.
About
Run The Red
Run The Red is a digital mobile marketing
company active in New Zealand, Australia, Brazil and the
USA. Since 1999, Run The Red has been developing
award-wining campaigns, successfully executing campaigns for
leading brands including BP, Vodafone, Disney, SKY, Telecom,
Kiwibank, Lion Nathan, MySpace, Facebook and Optus.
Run
The Red brew technology, creativity and big ideas to help
create extraordinary mobile marketing campaigns for clients
who want to achieve big things for their brands. Making
those things happen - mobile ideas that attract, connect,
involve and engage.
Ideas that live where creativity and
measurability
converge.
ENDS