This is my work sample that I got accepted for to the Bergs school of communication. The task was to create a digital concept for the Swedish "Melodifestivalen"

1. Berghs - Interactive communication
Renew Melodifestivalen
!
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2. Chapters
How can we engage viewers outside Melodifestivalen?
What will the viewers experience?
Why would people care?
Is this realistic?
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3. Why would people care?
!
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4. Background
Every year Melodifestivalen becomes the hot topic on
everyones lips. People all over Sweden get together in front
of the TV to view the show. But “Mello” is very much about
more than watching a music show it’s also a social event with
friends and family. The show is successful in engaging
viewers to take action and vote on their favorite artist. It’s
common that people discuss and talk about who they want to
vote on.
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5. I believe Melodifestivalen is an experience with great
potential to engage viewers even outside the show
Motivation
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6. How can we engage viewers outside
Melodifestivalen?
!
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7. A hot topic during Meliodifestivalen is which songs that are good or
bad. Maybe some viewers think they even can perform the song
better themselves?
Insight
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8. This year the viewers will have their chance to be a star in
Melodifestivalen and perform their favorite “Mello” song.
Viewers chance
We’re going up-up-up-up-up-up-up
We’re going up-up-up-up-up-up-up
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9. This is a digital campaign that allows viewers to record their own
version of their favorite Mello song directly on a mobile adapted
website and compete by who gets most likes.
The whole experience
Facebook
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10. !
What will the viewers experience?
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11. The TV show
In the end of the Mello TV show the viewers will be informed that
they have the chance to perform their favorite song from todays
final online and gets the web address to the campaign website.
To compete go to www.mellosjung.se
The Mello viewer challenge
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12. The website
Song 1 Song 2 Song 3 Song 4
Song 5 Song 6 Song 7 Song 8
Tutorial video
Part competition 2
Compete
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
FB
On the website the viewers will find videos of other songs
that has been performed by viewers and they can also choose
to record themselves when they perform a song.
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13. Recording the song
The computers or mobile phones built-
in or attached camera will record video
and sound
The lyrics will appear on the screen
during the recording
Possible a layer of animated graphic
could appear to simulate lights and
other effects similar to the real
performance
We’re going up-up-up-up-up-up-up
We’re going up-up-up-up-up-up-up
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14. Facebook
Songs that viewers perform can be shared and liked from
the website to Facebook. The more a performed song gets
shared and liked the more likely is the song to win the
competition.
FB
Social
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15. The fans that wins gets tickets to the Mello final and have the
chance to win a grand price by making a new recording of their
song with help of professional TV producers.
The competition
Mello finals
Viewers finals
For each winner in Mello part finals and finals it will be a winner
from the viewers competition which is decided by the song that
gets most likes through Facebook. The viewers doesn't necessary
need to win with the same song that win the Mello finals.
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16. Facebook
Summary
From the Mello TV show viewers finds out about the
campaign
On the web viewers can find video clips of other viewers
recording a song
A viewer can choose to compete by recording himself
performing a song from Mello
Recorded songs can be shared and liked through
Facebook
Viewers that record their songs can compete in a
competition beside the TV show with other viewers
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17. Is this realistic?
!
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18. Building the web recording service
http://hacks.mozilla.org/2010/12/spirit-of-indiana-jones-syncing-html5-video-
with-maps/
How to pull in and add a graphic layer on a uploaded video with HTML5
http://coding.smashingmagazine.com/2011/03/11/syncing-content-with-html5-
video/
Video web recording using HTML5
A website that handle the video recording and the added
animated graphics can be built with HTML5
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19. iPhone solution
http://docs.phonegap.com/en/2.2.0/cordova_camera_camera.md.html
Android,Windows solution
http://www.html5rocks.com/en/tutorials/getusermedia/intro/
On Android, Windows 7 smart phones the recording can be done
directly on a mobile adapted website wile on iPhone the website
need to be downloaded like an app through a cross-platform like
Phonegap or a native built app.
Mobile web adapted
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20. Thanks for your time.
Anton Håkanson
http://antonhakanson.com/
@AntonHkanson
anton.hakanson@hyperisland.se
+4673 564 36 56
http://whatsap.tumblr.com/
linkedin.com/pub/anton-håkanson/39/a49/a12
http://thenounproject.com/anton.hakanson.3/#
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