E-cockles warmed as Kiwi outfits claim nation’s first digital emmy

Mobile marketing company Run The Red, KHF Media and TVNZ are popping a few corks today after the interactive online drama Reservoir Hill it developed was awarded New Zealand’s first ever International Digital Emmy in Cannes, France.

Reservoir Hill was entered in the Children and Young People’s category. And, as well as taking the first win, it was also New Zealand’s first Emmy nomination.

KHF Media created the web-based show in association with TVNZ and New Zealand on Air and it screened online in New Zealand on TVNZ On Demand from October to December last year and is now screening on TV2 on Sundays at 12pm.

Run The Red, which has been combining technology and creativity with more than ten years of mobile communications experience, was responsible for developing the mobile functionality that was pivotal to the show’s interactive success by allowing the tech-savvy ‘Twilight generation’ viewers to actively participate in steering the storyline by texting Beth, the show’s main character.

The show combined several types of media – television drama, SMS and the internet – and over 5,000 viewers engaged with the show by text or through an online mobile phone simulator.

The show was praised for its interactive storytelling by the International Academy of Television, Arts and Sciences President Bruce Paisner, who said this year’s winners had masterfully demonstrated how to enhance the viewers’ multi-platform experience.

“The mixture of drama and SMS technology is highly innovative and Run The Red were a great partner in developing this quite unique application. It was crafted in a way that integrated our story and video postproduction process with Run The Red’s technology”, said KHF media director David Stubbs.

Ben Northrop, Run The Red chief executive, says the team had an inkling the show would be a big success, and the International Digital Emmy reflects the huge response from New Zealand fans.

“Congratulations to the KHF team and everyone involved in making a fantastic product and winning a Kiwi first!” he says.

Run The Red’s mobile platform powers campaigns and services for a range of local and international clients including Vodafone, Telecom, SKY, BP, Kiwibank, Royal New Zealand Air Force, Inland Revenue Department, Fosters and Facebook.

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