Step Dave microsite a sign of things to come on TVNZ's transmedia journey

  • Online
  • March 12, 2014
  • Amanda Sachtleben
Step Dave microsite a sign of things to come on TVNZ's transmedia journey

The microsite built for new local show Step Dave by TVNZ Blacksand could the first of many that extend what broadcast viewers experience.

Blacksand senior digital producer Amie Mills says TV2's efforts to complement the big screen story online began in earnest with the Shortland Street summer campaign, which gave clues as to which character would meet their demise after last season's cliffhanger.

The Step Dave site has character information, specially made video, extra scenes and a digital version of the main character Dave's fridge. Blacksand will change the magnets and notes on the virtual fridge every few weeks to coincide with events screened during the show's 13 weeks, says Mills.

"The thinking behind the fridge was that this nice social thing happens [in the show] and what happens in people's lives. You see Dave's fridge and Cara, Marion and the three kids' and the differences between them."

Blacksand works closely with Step Dave creator and head writer Kate McDermott and producer Mark Beesley on the site content and it offers a chance to give depth to the stories surrounding the cast of supporting characters, she says. McDermott also scripted the videos made for the site.

"Something Kate and I discussed when we were developing this idea is there's so much life she creates around the satellite characters. This allows us to tell their stories with richer and deeper stories around characters that don't get as much airtime on the show."

TVNZ wants to develop more transmedia campaigns like this, Mills says. "This campaign is a mark of where [TV2] is pushing the boundaries in transmedia content. Everybody is looking in that dual screen space and the experience people get when they look online as well."

She adds the Shortland Street summer campaign showed the importance of a responsive site for Step Dave, because more than 50 percent of the visitors to the Shortland Street site were from mobile users.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

"Like a short film festival": Electric Kiwi's Andrew Cooper on taking creative in-house

"Like a short film festival": Electric Kiwi's Andrew Cooper on taking creative in-house

In the wake of Electric Kiwi reaching the 40,000 customers mark, we sit down with chief marketing officer, Andrew Cooper, to hear how the brand has evolved its marketing strategy by tightening up its target audience and tackling the creative in-house.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit