CROSSMEDIA PROJECT / CHANNEL4/ 2014
crossmedia strategy, storytelling, filming, editing
The Mill Tv series, produced by Channel 4 is more than a historical drama. Together with my colleagues we built an engaging crossmedia experience built around the Mill series. Through the project The Mill TV series will get additional value in the forms of increased audience participation and social responsibility. Crossmedia was used as a vehicle of engaging the audience on various platforms to deepen their relationship with the themes represented in the TV series. One of the main themes in the TV series is the fight for freedom. To be whoever you want is also relevant in todays’ society, thus we ask “Are you really free?”.
Beside being involved in the development of the crossmedia strategy, I have focused on developing one main extension: The Mill ARG.
The Mill ARG – alternate reality game (a game that combines real life experiences with the online environment) starts with a marketing campaign based on the idea of bringing the work experience from the Mill into present times. The entry points are fake job announcements using LinkedIn profiles of the Mill, but also of the characters and newspaper announcements as hooks to get peoples attention. It continues with the selection of the candidates and ends with a two-day real experience at the Quarry Bank. In the first day people get to know the Mill through sounds and video mapping. The second day is based on 12 hours working experience exactly like in the TV Series. The alternate reality game, would enchase audience’s experience in the Mill and also immerse them fully into the TV-series storyworld.
The starting point was creating a video that presented the MILL as a character:
Check also the documentary made about this project: