Anthea Foyer, Creative Director for The Conversation, an interactive companion project for Sarah Polley’s film Take This Waltz, will present a case study of this experimental marketing campaign. Designed to build a community and audience for the film several months prior to its release, this user generated art gallery is a transmedia project that spans several platforms including web, mobile and live events.
After presenting the case study, she will be interviewed by Shelley Simmons, an Interactive Producer, who will dissect the process, business models and impetus behind creating innovative marketing campaigns for film properties.
Anthea Foyer | Plays Well With Others: How, When & Why to Incorporate Participatory Actions in Digital Properties
Participatory Culture has become a bit of a buzzword lately, but what does it all mean? This discussion will centre around what participatory culture is, how it can be used effectively within the story, as a marketing tool and to raise finances for your project. Two short case studies from The Labs collective will be presented: The Conversation, an interactive companion project for Sarah Polley’s film Take This Waltz. This experimental advertising campaign was designed to build a community and audience for the film several months prior to the release of the film; Time Tremors, a transmedia science fiction story for kids currently in development.
Tel.talk’s open invitation to seek out “chat booths” and join in on the conversation: Anthea Foyer and Rob King will be managing an installation from March 14 to 21 at two booths that were chosen for their iconic neighbourhood locations. Here’s a description of what they will be doing:
Our society is rapidly becoming more and more divided. Right vs Left. Rich vs Poor. Urban vs Suburban. And so on and so on… We believe that a little conversation, a little understanding, and a little sharing can go a long way. We would like to give two neighbourhoods a voice with which to engage each other in a long conversation. Specifically we want to connect the Bay Street crowd with Jarvis and Queen. At each site we will create a warm and cosy environment in each of these phone booths. When passerby pick up with phone and dial the provided number they will be greeted by a message recorded in the other phone booth. After listening to the message they will be prompted to record a response. This response will then be used as the greeting message in the other neighbourhood’s phone booth. In a way, one resident at a time will provide a voice for their neighbourhood, and create a dialog between the two very different areas.
The Tel-Talk project has generated a bit of press:
This keynote presentation will explore user engagement in building community around a property though a case study exploration of The Conversation, an interactive companion project for Sarah Polley’s film Take This Waltz. This experimental advertising campaign was designed to build a community and audience for the film several months prior to the release of the film. The presentation will be followed by a Q&A led by Anthea and Aislinn Rose, the project’s Community Manager.
When Participation Becomes Promotion – How to use online participatory and social story to draw users into your IP.
Using a film in production this explores the nature of social media as a way to create major interest in your project by getting users involved in the creative process
A presentation from Anthea Foyer (post throat infection!) given at the inaugural Screen Australia & StoryLabs digital ignition lab held in Robertson in late November 2011.
