Tequila launches Jam

To coincide with the launch of its campaign to promote childrens drama Lockie Leonard 2, digital agency Tequila has announced the formation of its new content department – Jam.

The announcement:

Digital agency TEQUILA\ has announced the formation of its content department, JAM, which has been in incubation for 12 months whilst they’ve been working on a range of video and multi-platform projects.

The announcement of JAM coincides with the launch of the largest online and interactive campaign ever created for an Australian kids TV show. TEQUILA\’s JAM team has been collaborating with independent film and television producers Goalpost Pictures Australia for Series 2 of the hugely successful kid’s TV drama –Lockie Leonard.=

The online campaign which launches 13 August runs via Official Lockie Leonard Facebook, Channel Nine website and Official Lockie MySpace Channel ahead of the Series 2 broadcast premiere on 21 August.

“The show’s target demographic of eight to fifteen year olds is deeply immersed in social networks and is keen to participate with online entertainment and games that are created specifically with their needs in mind. Accordingly, this generation of consumers has allowed us to really push the boundaries of what’s possible and create exciting and innovative online content,” says Pete Gately, Head of Content, TEQUILA\.

The interactive content was created during the show’s scripting stage where Goalpost Pictures’ and TEQUILA\’s writing teams worked closely together to create a suite of compelling content designed to extend storylines into multi-platform entertainment.

Viewers will have access to a wide range of content and activities including competitions, storyline linked webisodes, video podcasts and downloadables. Fans will also have the chance to appear in an episode of Lockie via an online competition, or they can upload a video of themselves rocking out to the theme tune for a chance to debut in the show’s credits! New video content will be rolled out each week, with over 75 minutes of original video content created for the campaign.

Goalpost Pictures Partner and Producer of Lockie Leonard, Kylie du Fresne, said: “The online work created by the TEQUILA\ team for Lockie Leonard will set the benchmark for multi-platform entertainment. It’s highly original and multi-layered, designed to captivate our audience and extend their viewing experience.

Goalpost Pictures is thrilled with the outcome of TEQUILA\’s efforts and are currently working with them on a number of other TV and film projects the company has in development.”

“TEQUILA\’s phenomenal growth and our focus on producing original content for online audiences will lead us and our clients into exciting territory,” says Charles Clapshaw, President of TEQUILA\ Digital, Asia Pacific.

TEQUILA\’s JAM team has been bolstered over the last six months with new video, motion graphics, scriptwriters and editing talent added to the team. They’re working with clients on a range of content-driven projects and were the team behind the recent launch of the official movie site Tomorrow When the War Began, twtwb.com, for Paramount Pictures.

Campaign links:

facebook.com/ www.facebook.com/officiallockieleonard

Channel Nine: http://channelnine.ninemsn.com.au/lockieleonard

Myspace.com: http://www.myspace.com/lockieleonard

Creative team:

Russ Tucker, Creative Director

Pete Gately, Head of Content

Glenn Christensen, Art Director

Daniel O’Connell & Chris Wainhouse, Writers

Mish Fabok, Producer

Source: Tequila press release


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