”The winner is an excellent example of a product of the 2010 where social media is a crucial part of the activity and consumer experience. The utilized channels were chosen by the audience which actively produced content throughout the production. This piece will truly forward the field of Finnish digital media.”
– Grand One 2014. Winner Best Utilization of Social Media
Docventures is a tv-series on Finnish National Broadcasting Company YLE. During its 1st season there were 12 introductions to 12 documentary movies accompanied with live online discussions after the movie.
Other designed the social media strategy and a set of transmedia content for the launch of the first season of the program. The combination of social media participation and social viewing of documentary films became a phenomenon. It activated its audience both on social media and on television.
Each movie (theme) was chosen to address one BIG question. The hosts together with the audience discussed about the topic from different perspectives. The questions were for example “Do you believe in God?” “Do you know what you are eating”?
The chosen activisms (tools) were web services (tests, community tools, communal Skype tv-viewing clubs) and content packages through which people could respond to the question BY DOING something. It was important that the themes spread to hundreds of thousands of people and actived large audiences in their own channels.
PARTICIPATORY TRANSMEDIA LAUNCH
The first theme of the series was religion. The goal was to make it easy to take part in the discussion and actively do something. During that time there was a kind of a trend of resigning from the Lutheric Church (state church) in Finland and online service “Resign from the Church” were highly popular. That’s why the first activation was a campaing around joining the church – any church. “Now it is very easy to join a church or a religion! Join instantly any chuch you like through liityhetikirkkoon.com web site.”
- Over 50.000 organic visits within 5 days out of which 23.645 joined a church.
IMPLEMENTATION: SOCIAL MEDIA STRATEGY & CONTENT
Other created a model which enabled people to participate in themes and various activation by using popular social media channels or the live tv-broadcast. The tv-program became a social media phenomenon in Finland during the first season.
RESULTS: THE MOST PARTICIPATORY ONLINE TV-COMMUNITY IN FINLAND
- 65.000 fans out of which 20-50% were actively creating content on Facebook
- 300.000-1,1 million Finnish reached / program in social media
- 16.541 messages using #docventures during the first season
Docventures became the most talked about phenomenon in Autumn 2013 and the program was awarded with the Best Social Media Utilization award (Grand One 2014).