Today I present you another French Transmedia project: L@-KOLOK.com that will start in November 2012.
Its goal: to teach young people global issues (ecology, sustainable development, food waisting, etc.)
How: by using comedy, interaction and gaming
With participation of : the French Ministry of Education, the French Ministry of
Agriculture, ADEME (Agency for Clean Energy), Region Ile de France,Paris
City Hall and GEMA Prévention.
Interview with Alexandre Pierrin, co-founder of "Le Vent Tourne"
you quickly tell us what L@-KOLOK.com is?
is a web series and transmedia program that raises awareness about global
issues like ecology, food wasting, etc. with three originalities: comedy,
interaction, and experts’ opinions.
The idea is
to target young people and to create special programs that enable them to
understand these topics using media that they are already familiar with and
that they like to use such as web series, board games, twitter and Facebook. The
concept of the interactive webserie was originally imagined by Lucie Poirot in
2008 and I joined the project in 2009. We quickly turned it into a transmedia
program without even knowing the word “transmedia”!
differentiates L@-KOLOK.com from other web series?
There are a
lot of differences.
want to entertain youth in an intelligent way by giving a special message on
specific issues such as ecology, sustainable development, food wasting and
it's an interactive web series. There is a pause in the movie where you can
choose what option to take next. For instance, we can choose to listen to the
character we prefer, a sentence we like or choose the next move of a given
character. Sometimes for fun, sometimes for information or just to check if we
are really following what has been said. So interaction is the second
will add pedagogical content to the entertaining; in such a way to have a funny
aspect about these subjects. But at the same time we show videos of experts
talking seriously about these subjects.
a program for young people but also a tool for teachers or other people who
want to work with them on these kinds of subjects. You can find these expert opinions at the end
of each video under the name "Parole d'Expert".
If we look
at the program globally, we use the game as a tool on all platforms. In the
first season every episode has a goal that one must achieve. For example one
character (boy) must meet a girl and you have to help them. So the game is something that we integrated
into the web series but also by creating a board game called "Popote
We have an
ARG game that is scheduled to come out in April 2013 and different events or
contests linked to their Facebook profiles. So the idea is to always use games
to convey information on ecological and sustainable subjects.
gaming are the two elements that we use in order to be more appealing.
platforms do you use?
Internet, ARG, Facebook, Twitter and iPad. We also plan to edit DVDs with
pedagogical frameworks dedicated to teachers, so that they can use L@-KOLOK.com
in classrooms by the end of 2013. We
have a coproduction with the Ministry of National Education (Ministre
d'Education National) on the expertise side. Thanks to it we hope to reach a
wide audience of teachers and professionals in France.
does the storytelling change according to the platform?
platform we use for storytelling is the web series because that is where we can
see all of the characters who interact together in their flat.
episode is independent because each is financed separately.
In this way
each episode can be seen and understood without having to watch previous
you want to have more one-to-one content on a character, you can go on it’s
Facebook and Twitter profiles. There, you will see short videos that will give
a more humoristic or intimate insight.
is your business model?
model has been quite complicated so far because we have different ways of
financing our programs.
is based on two structures: on one hand we have a production company "Le
Vent Tourne" working all the
transmedia subjects and the web. The second partner is the association "Le
Temps Presse" that develops the pedagogical tools and part of the webserie.
So we have
two partners working on the same project. Each of these partners is in a
position to look for different funding. For instance, the association is able
to obtain public funding from the Ministry of Education, the Ministry of
Agriculture, ADEME (Agency for Clean Energy), Region Ile de France and Paris
City Hall. The production company enables us to contact the Ministry of
Education and insurance companies through GEMA Prévention.
In doing so,
we will be able to offer our audience 6 to 8 months of content, free of charge.
way is that we want to sell the different tools outside the web series, such as
a board game, ARG. The ARG will be launched during the Sustainable Development
Week in April 2013. The organizers needed an animation for this event, so we
proposed our ARG. In the future, we would like to sell more tools like these.
I previously mentioned, by the end of 2013 we want to sell educational DVDs.
many episodes have you produced so far?
already 2 pilot episodes on the web today and we are going to produce 4 or 5
episodes for the first season. We don't know if they will become a part of the
first season yet or not because we want to have much more interaction off the
screen. And, as mentioned before, each episode will be independent of the
is 15 to 20 minutes long, knowing that if you do only one track you can finish
it in10 minutes.
too early to ask you for statistics...
have statistics because we haven't communicated so far, but we have already
10,000 viewers. These pilot episodes have been on Internet for one year. We
presented them in different festivals. For example two years ago and last year
we were selected for a festival in La Rochelle, so many people viewed them. We
also have been selected for the Transmedia Immersive University's event “I love
will you communicate about L@-KOLOK.com?
different plans about our communication. Our strength is that we have a lot of
partners and each of these partners has different platforms, different media,
Facebook pages, etc. At each episode we
will be able to launch a new communication based on the media that our partners
can use events that our partners organize and their social networks by
inserting teasers and videos before the episode starts in order to already
establish a "base of fans".
is the next challenge for you?
challenge for us is to launch this project, to finish the episodes and to maintain
the activity for at least 6 months because the program will start from November
2012 to April 2013 starting with the web series and ending with ARG.
The collaboration of Lexis Numérique (creator of In Memoriam) and the
European telecommunications giant Orange has given birth to an exciting new
Transmedia project, Alt-Minds. The project is scheduled to launch on November 5thsimultaneously on the Internet tablets, social networks, as well as in the real
world. Baptised a total fiction by Eric
Viennot (Co-founder of Lexis Numérique) , Alt-Minds is a paranormal thriller
that combines the world of web fiction with investigative gameplay.
Wanting to know more about this long-awaited project I interviewed
Morgan Bouchet, VP Transmedia & Social Media at Orange
Interview with Morgan
1. What differentiates Alt-Minds from other Transmedia
Most of the Transmedia projects which exist in France
and in Europe are series, web documentaries, but rarely games. Alt Minds is a
game that gets closer to the world of web series (4 hours of videos and web
series) and this is why Alt Minds is
different. We know that the playful aspect has an important role to play in a
multiplatform project as we have seen in previous projects (Fanfan 2, Detective
Avenue and The Prodigies). Today we wish to complete the cycle with a new kind
2. What platforms do you use?
Alt-Minds uses many supports. It
goes from smartmobiles, tablets, to PC
and Mac. Depending on various moments of the game the tablet, the PC or the
mobile will be more or less used . However, the tablet is at the heart of
Regarding the video content, we use a platform which is close to that of
Orange: Dailymotion. It allows us on the
one hand to address various countries
who are involved in the project (all of Europe) and on the other hand to lean
on its technical structure.
3. What is your business model?
We use mainly the game economics and advertising.
The first economic strategy: game economics.
The game lasts 10 weeks. The complete season costs less than 20 euros. The first chapter which
lasts 15 days is free and then the access to the next ones is charged between 2
and 3 euros by chapter. The cost is therefore affordable.
Moreover, players can access additional
The second economic strategy is advertising on the Webseries videos that
accompany the game on Dailymotion with the same weekly frequency of 10 weeks. It
is free for the audience.
4. You have produced this project with Lexis Numérique. How did you
share the responsibilities ?
We went into coproduction with Lexis Numérique whose main activity is
the game’s creation. Lexis is in charge of the executive coproduction
(scenario, game design, production of content).
And Orange is more of a
technological partner. We brought in technology and our expertise in
transmedia, the topic that we‘ve been considering since 2009.
5. Orange sponsors The Transmédia
Lab and makes a commitment to the creation of the transmedia projects. You
manage the Transmedia and SocialMedia team. What is the ambition of Orange in
the field of transmedia and precisely: what is your commitment to the creation
of multiplatform projects?
Our short-term goal is to test, to learn and to understand through
experiments with Orange technology and solutions through our project tests (API
of Player, Geolocalisation, SMS, solutions for Social TV), longer down the line
we will study the possibility of industrializing these tools bound for the
creators, TV networks, media...
Concerning our commitment to the multiplatform projects, the Orange
Content Management also accompanies the creation of innovative formats through
two funds: the SACD and the Beaumarchais organization which allows to reward
about ten projects a year.
6. Let's now talk about the user’s point of view. Could you describe in
a few words the different stages of this search which began at The University
of Belgrade during the mysterious disappearance of scientists?
As a user, starting in mid October I saw some very weird but funny videos air in my network of friends. These
allowed me to obtain information about the missing researchers and to recruit
players (it is an Alt-Minds project which begins at the interactive level).
At the beginning of November, I discovered another level of information:
find 5 missing researchers. The Foundation which finances their research on
paranormal subjects decided to hire a team of
investigators to track them down. The Internet users were brought
in to help the foundation.
I could also be brought to ask my close friends to accompany me in this
adventure. The investigation will have a week to week frequency. I will get the
clues which will allow me to advance to the next step at the end of the week.
7. Today there are 2 active protagonists on Facebook: a photographer
named Peter Edgarson, who is in Paris at the moment and Laurence Spencer who
announced the search for her friend Sofia Milleva. Where can I find other
information about the investigation? Is there a dedicated blog or other
profiles on Facebook?
I do not want to give away everything, but there are various entrances
that have already been set up in order to enter the Alt-Minds universe. Forums
are being created. There are communities which have already seized the game.
All the information on the characters and the various elements of the
investigation will be revealed during the course of the game. But already
today, we can begin to find some of the clues by tracking Alt-Minds play on our
PC as well as certain people’s Facebook
8. If I imagine myself as a casual gamer, much of a web series fan; how
can I participate in the Alt-Minds adventures ?
If I am a casual gamer, as I am,
I can track a game either with the same frequency as the other players,
or recorded, every week, by using the application on the tablet. This
application is developed like new fluids on Facebook and allows me to track the
news of the week in a fast way, by unwinding days.
Since I’m a bit lazy and I don't
have that much time to search for the clues daily, some options will
help me to accelerate certain missions and thanks to this to follow and to move
forward with the same frequency as the others but spending less time.
Additionally, I have the video dimension, which is much more casual and
which, this way, can allow me to understand the progress of the game weekly
without forcing to play 1 hour per day.
There will also be casual games on mobiles and on Facebook that have
easy access for entering the Alt-Minds universe.
9. If I am an avid fan, what do you have in store for me ?
Eric Viennot, the author of the game, attached a lot of importance to
giving meaning to the game and going all the way for avid players. He has
embellished the Alt-Minds universe in such a way in order to satisfy the most
10. The web fiction is available in four languages (French, English,
German and Spanish). How can the players living abroad participate in Alt-Minds?
Each task was thought out in a way to be accessible from any one of the
European countries, as much in terms language and in terms of enigmas. However,
Alt-Minds is available only in Europe.
11. Are you planning on launching Alt-Minds in America?
We hope to do so in 2013. We’re waiting to see the outcome in Europe,
and if it is a success, we can export it to
the rest of the world.
12. Can players from abroad access your site www. Alt-Minds.com?
Completely. There will be a localized site of www.alt-minds.comin
various European countries. We have also planned some enigma abroad which will
13. How do you feel just one month before the launch of the project ?
I’m feeling very good about it.
We are at the final stages of finishing the project. We are in contact
with media and bloggers who are very interested in this kind of game.
It's interesting to see a real craze for the project because it is a new
kind of the game inspired by In Memoriam. In terms of creativity, we flirt with
the playground of people who create editorial content and individual series in
video. It is interesting to see that the transmedia is a combination of game
and technology with the world of fiction. Realised by Urszula Gleisner Translated by Rebecca Levin