What started with an idea to tell the story of 'The Passion' online in real time through-out the weekend, grew into one of the most exciting campaigns I have ever worked on.
Michael and Bill's vision to use the town as a set, with the idea to, use it's radio stations, fly poster sites, graffiti artists and video makers to tell the story allowed us to really push the boat out in terms of our thinking.
This viral campaign made the event unique in many ways constantly blurring the boundaries of fact and fiction and engaging audiences from the beginning to the end, with the final 'The Teachers Story' video going up online after the end of the show.
www.port-talbot.com was set up with the intention of building the world of the production from within the story.
This hyper local blog was created by a team of citizen journalists and now exists as one of the key places to delve into the archive of the show.
The site also features a posts about our ARG (Alternative Reality Game) which I will write about in depth at a later date.
The Gospal Of Us, written by Owen Sheers was sold in three parts - Friday / Saturday / Sunday. Released daily, these books framed the days action in a way a script or program couldn't.
For audiences at the event we set up a shortcode SMS service that kept people up-to-date with the latest information throughout the weekend direct to their mobile phones.
The Passion was a groundbreaking journey for me and showed the possibilities of telling a story across multiple channels, to multiple audiences and, I hope, for those of you who couldn't attend the event that port-talbot.com became a great resource..
You can view the whole journey here - CLICK HERE
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