Lockie Leonard wins Best Cross Platform award at the AIMIAs

Press release from Goalpost Pictures Australia

Goalpost Pictures Australia and TEQUILA have won the AIMIA Award for Best Cross Platform for the television series Lockie Leonard 2.

The Australian Interactive Media Industry Association (AIMIA) is Australia’s peak industry body for digital and interactive content, honoured the winners of its 17th Annual AIMIA awards recently.

The television series of Lockie Leonard 2, based on Tim Winton’s acclaimed books, was produced by Goalpost’s Kylie du Fresne and broadcast on the Nine Network and the cross platform campaign produced by TEQUILA’s Pete Gately.

Goalpost Pictures and TEQUILA’s content team, JAM, worked together in the TV show’s scripting stage to create cross platform entertainment and drive audience participation between TV and online. This included 90 mins of online video content encompassing an interactive Whodunit series, MSI: Angelus, and the character Egg’s Pirate Podcasts, deepening the audience’s engagement with the series.

Audience participation was incentivised by giving viewers a chance to be in an episode of Lockie Leonard 2 via the Crash the Show competition. Episodes were shot so that user-generated content could be added into the show during post, leading to winners appearing in the show next to their favourite characters.

The online campaign spread across multiple entry points – Facebook, MySpace, Twitter, iTunes and ninemsn, creating a rich playground for fans to explore and download content.

“The cross platform component to this second series of Lockie Leonard was part of our creative, financing and production process from day one as we knew we had a terrific opportunity, in partnership with TEQUILA, to really extend our audience reach and engagement. Cross platform is a critical consideration in our production decisions at Goalpost Pictures Australia, across all our projects,” Kylie du Fresne said.

The AIMIA Awards, affectionately known as the ‘Amys’, continue to grow with 26 categories represented in 2011 ranging from retail to government, social media and education.