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Interactive cross-platform storytelling for Channel GO
Billed as South Africa's first cross-platform “minisoap”, M-Net youth channel GO's Seduction 101 is a series of downloadable podcasts and streaming video via the web and WAP. It is also the first mobile series to be distributed via MXiT. An extensive social media and mobile marketing campaign supports the cross-platform distribution strategy.
The 13-week locally produced minisoap storyline focuses on an unrequited love quadrangle set on campus. Ryan, the campus geek, is obsessed with Zoë, the campus princess. She in turn is in love with Monde, the campus player - who is trying to bed Lindi, the campus feminist (who is after Ryan...).
M-Net's head of New Media, Jason Probert says, “The story will unfold through daily three-minute minisodes, with each week's scene being told from the perspective of each of the main protagonists. Each character also writes a weekly blog and has active social networking profiles on MobiGO so viewers will be able to engage with the characters as the story unfolds.
“We've chosen to distribute Seduction101 via MXit, WAP and MobiGO as we realise that different markets are engaging with the mobile and web platforms. This, in addition to a comprehensive social media strategy means that we're able to reach and interact with a wide audience.”
"Keen on experimenting"
Helen Smit, GM KTV/GO, said, “We're lucky to have a brand like GO that's keen on experimenting and ensuring that our audiences of early adopters are constantly introduced to new ways of interacting with the channel and we have no doubt that Seduction101 will be to be both an interesting and worthwhile venture.”
To create awareness around the minisoap, a flashmob in the form of kissmobs ran on five national campuses during the week of 21 July 2008. A few weeks prior to the launch, visitors to the Seduction101 teaser website submitted their best pick up lines and seduction tips.
The three-minute minisodes are available as daily downloads from Mondays to Fridays over a 13-week-period, during which time there will be various competitions.
M-Net New Media is a division of Multichoice.
View the social media press release at http://mnet.socialmediarelease.co.za/. See also:
Website: www.seduction101.co.za
Mobisite: http://m.seduction101.co.za
MobiGO: www.mnet.co.za/profiles/mobigo/index.aspx
MXit: www.mxit.co.za
Facebook: www.facebook.com/pages/Seduction101/19145352732?ref=ts
YouTube: http://youtube.com/user/SeduceJed101)
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