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Project Overview
A mystery newcomer to Offspring tells the story of their arrival in Melbourne and into the social complexities of St Francis Hospital. The story is told through the diary she keeps on her phone and includes exclusive video, nine minigames, competitions, and the behind the scenes about what's inside her mind as she joins the world of Offspring.
Project Commissioner
Project Creator
Team
Laura Moso - Producer
Timothy Wilde - Transmedia Writer
Siobhan Willoughby - Designer
Joel Dawson - Designer
Andrew Natoli - Developer
Ingrid Anzola - Developer
Damien Lee - Developer
Network Ten digital - Video and project production
Intel and OMD Fuse - Commercial Partners
Project Brief
Offspring: Moving In brought transmedia story-telling to this iconic show for the first time, and the audiences loved it.
Built on The Project Factory's award-winning Appisodic platform, the app released new diary entries each week that captured the emotions, intrigue and first impressions of the mysterious newcomer to Fitzroy.
The app contained her private emails, pictures, experiences of meeting Nina, Patrick and the rest of the Offspring family. Through this content, the app brought audiences into the show in ways they never had done before, giving them exclusive insights into the series before it went to air on Network Ten.
Project Need
Offspring: Moving In told its story in a truly transmedia way, seamlessly combining emails, photos, voicemails, video and games into an experience that created an Australian first for interactive entertainment.
The project was designed to give audiences a preview of the newcomer to the show in a way that introduced her backstory, character, likes and dislikes, setting them up against the established characters in the show. This technique not only gave audiences advance information about the character, but also built up the tension as viewers were able to foreshadow the conflicts she would experience when she landed into the social chaos of the Offspring world.
The app was launched six weeks prior to the broadcast of the new series, and then overlapped with the first three episodes as Eloise was introduced on the show, and the various storylines explored in the transmedia app were resolved.
The project was a true Australian first, requiring close collaboration between The Project Factory, Network Ten, Southern Star, OMD Fuse, and the exclusive sponsors of the app, Intel.
User Experience
From the moment the viewer opened the app, they could see that this was a new form of narrative interactive entertainment. They saw private emails, pictures, and the very personal experience of turning your life on its head and moving job, house and town.
Selected content within the app was locked, requiring the user to play a minigame, discover a codeword or solve an Offspring-related puzzle. Codewords were published via sponsor Intel's Twitter feed and on Ten's social media channels. High scores from playing the minigames were published to weekly leaderboards - and each week's winner won an Inte;-powered Ultrabook.
Players were alerted to new content via push notifications, social media and online updates on Ten's portal, and through integrated social media sharing capabilities within the platform.
Project Marketing
The project was promoted extensively on broadcast, online and offline channels.
On Ten, the project was featured on The Loop and Couch Time, and well as having on-air promos supporting the app's launch. Online, the app was marketed through Ten and Offspring's Facebook and Twitter streams, as well as from Intel's Twitter stream as well.
An AdShel campaign was run across NFC-enabled sites where passers-by could tap their phones to view a trailer for the show and download the app.
Television/Movies
This category relates to applications that promote television and the digital living room.
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