Greedy McGrady
by Andy | January 26, 2012 2:47 pm
The idea behind this video is a three month ad campaign for The Jolly Butcher pub in Frederikshavn.
Campaign launch date in:
Phase 1. The Story
I am making a short video about how The Jolly Butcher got it’s name. Because there is no real information on this, I have to write the story myself.
The story is called Greedy McGrady. It’s about a boy named Sean McGrady who saves a leprechaun named Paddy from a locked sewing box. To thank the Sean, Paddy allows the boy to take a few gold coins from his pot. Sean takes more than he deserves and the consequences are, Paddy takes everything for Sean. Sean is then sent on a journey to recover his belongings which ends in a place called Flat Beach in Northern Denmark. (Fladstrand)
Phase 2. The Video
The video will be animated in After Effects and Premier and will be made to look like a stick puppet theatre. The video will be uploading to Youtube and embedded on the The Jolly Butcher website, Facebook page and Twitter page. It will also be the main point of reference for the Transmedia Storytelling campaign.
Phase 3. The CMS
I will be re-designing the existing Jolly Butcher website with an open source Content Management System. It’s primary use will be the campaigns headquarters. The pub owner has agreed to regulate the game’s symbols, and monitor member activity. Visitors of the site will be able to: watch the video, answer a short quiz about the video, read the rules of the game, register and login to play, communicate with each other and share information, win prizes.
The new Jolly Butcher Logo
Phase 4. The Alternate Reality Game
The game is somewhat of a treasure hunt, but using a GPS not a map. Players can help Sean recover his belongings in Flat Beach Denmark and be rewarded. In the story, there are 10 important symbols that are used to carry the virtual narrative.These symbols will be physically placed in certain points of interest in the Frederikshavn area. Players will have to locate the symbols by use of Geo tracking and take a photo of the symbol on a Mobile device using a specific application. That photo will then be shown to employees of The Jolly Butcher in order to be awarded the special 2 for 1 offer in the pub.The participants that locate all ten symbols will be awarded a clip card from TJB, good for ten free drinks.
[mtouchquiz 1]
Phase 5. The Smart Phone App
I will be developing a application for mobile devices that use image recognition for detecting symbols and for taking a photo with a time stamp watermark.
Mobile QR codes will reveal the symbol-of-the-day and it’s global position. Geo tracking (GPS) will give detect players current location and give them directions to the next symbol.
There will also be the opportunity to make a digital children’s book using screen shots from the video, that can be downloaded and played on mobile devices.
Source URL: http://andyrutter.com/greedy-mcgrady/