The Pixel Lab 2011-Dina Foxx

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power to the pixel

Tecnologia Negócios

UFA Transmedia Project
„Who will save Dina Foxx?“

Montag, 20. Juni 2011

Logline

„Who will save Dina Foxx?“ is a new transmedia crime-thriller
which takes place on TV, online and in the real world.

A 50-minute TV movie ends suddenly with a cliffhanger. To
solve the crime, participants have to ﬁnd the murderer in a
three-week interactive online game.

Montag, 20. Juni 2011

Timeline

Project runs 6 weeks

30th March 20th April 12th May

TV
Movie
50 minutes

Pre-TV Phase Interactive Online Thriller
3 weeks 3 weeks

Finale Plot
solving

Montag, 20. Juni 2011

Structure

Point &
Info
Click
App
Adventure

Main Main
Gaming TV Movie Gaming
Site Site Alternate
Reality
Game
Social Social
Media & Media &
Websites Websites

Montag, 20. Juni 2011

Genre

Crime-thriller based on data protection, data misuse and data manipulation

Montag, 20. Juni 2011

TV Movie

50-minute ﬁlm aired on public German broadcaster ZDF

Film kicks off The plot thickens
with the arrest of with the murder
Dina Foxx of her ex-
boyfriend

Her activist alter Only the viewer /
ego Datagrrl is user can prove
introduced in the innocence of
ﬂashback mode Dina Foxx

Montag, 20. Juni 2011

Online Content

60 video clips (300 minutes material), 30 audio clips

Dina‘s past Secret information Exciting extra scenes

Leanback mode Missing story links Interactive storytelling

Montag, 20. Juni 2011

Websites

20 ﬁctive websites

Montag, 20. Juni 2011

Social Media

30 social media proﬁles

Facebook proﬁles XING & LinkedIn proﬁles YouTube channels

Pictures on Flickr Forums Wiki

Montag, 20. Juni 2011

Game Application

Info application and „point & click adventure“ detective game

Montag, 20. Juni 2011

Alternate Reality Game

Interaction process in order to solve the murder

Live storytelling

Pool of participants/players

Common work User-generated
content

Collective intelligence

Montag, 20. Juni 2011

Press Coverage

Large press coverage of the project

Lead stories

International attention

Critics

Montag, 20. Juni 2011

Facts & Figures

Dina Foxx is considered as a big success in Germany

> 200.000 online video views > 1 million TV viewers

#6 of German Google terms search on > 1 million PIs on main game website
day after airing within 3 weeks

#3 of German Twitter hashtags on day In total 1.5 to 2 million people were
after airing reached

Montag, 20. Juni 2011

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The Pixel Lab 2011-Dina Foxx

1. UFA Transmedia Project „Who will save Dina Foxx?“ Montag, 20. Juni 2011

2. Logline „Who will save Dina Foxx?“ is a new transmedia crime-thriller which takes place on TV, online and in the real world. A 50-minute TV movie ends suddenly with a cliffhanger. To solve the crime, participants have to ﬁnd the murderer in a three-week interactive online game. Montag, 20. Juni 2011

3. Timeline Project runs 6 weeks 30th March 20th April 12th May TV Movie 50 minutes Pre-TV Phase Interactive Online Thriller 3 weeks 3 weeks Finale Plot solving Montag, 20. Juni 2011

4. Structure Point & Info Click App Adventure Main Main Gaming TV Movie Gaming Site Site Alternate Reality Game Social Social Media & Media & Websites Websites Montag, 20. Juni 2011

5. Genre Crime-thriller based on data protection, data misuse and data manipulation Montag, 20. Juni 2011

6. TV Movie 50-minute ﬁlm aired on public German broadcaster ZDF Film kicks off The plot thickens with the arrest of with the murder Dina Foxx of her ex- boyfriend Her activist alter Only the viewer / ego Datagrrl is user can prove introduced in the innocence of ﬂashback mode Dina Foxx Montag, 20. Juni 2011

7. Online Content 60 video clips (300 minutes material), 30 audio clips Dina‘s past Secret information Exciting extra scenes Leanback mode Missing story links Interactive storytelling Montag, 20. Juni 2011

8. Websites 20 ﬁctive websites Montag, 20. Juni 2011

9. Social Media 30 social media profiles Facebook profiles XING & LinkedIn profiles YouTube channels Pictures on Flickr Forums Wiki Montag, 20. Juni 2011

10. Game Application Info application and „point & click adventure“ detective game Montag, 20. Juni 2011

11. Alternate Reality Game Interaction process in order to solve the murder Live storytelling Pool of participants/players Common work User-generated content Collective intelligence Montag, 20. Juni 2011

12. Press Coverage Large press coverage of the project Lead stories International attention Critics Montag, 20. Juni 2011

13. Facts & Figures Dina Foxx is considered as a big success in Germany > 200.000 online video views > 1 million TV viewers #6 of German Google terms search on > 1 million PIs on main game website day after airing within 3 weeks #3 of German Twitter hashtags on day In total 1.5 to 2 million people were after airing reached Montag, 20. Juni 2011

14. Thank you! Montag, 20. Juni 2011

The Pixel Lab 2011-Dina Foxx

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