tmcrk ghosts in our machine case study
DESCRIPTION
Case study created by Siobhan O'FlynnTRANSCRIPT
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Theghostsinourmachine
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W!"?The Team behind The Ghosts in Our Machine have led an exemplary
social media campaign, with extensive community reach-out, network building, merchandizing & excellent cross-platform
integration. Called a ‘live & unfolding cross-media documentary project,’ their passionate commitment & engagement across
platforms makes theirs a project to watch.
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THE GHOSTS IN OUR MACHINE is a journey of discovery into what is a complex social dilemma, one that needs to be considered morally significant. In essence, humans have cleverly categorized non-human animals into three parts: domesticated pets, wildlife, and the ones we don’t like to think about: the ghosts in our machine. What is revealed is a collective cognitive dissonance: Why do we value wildlife and our companion animals but not the billions of animals bred and used by global industries?
Liz Marshall, Director
genesisofghostsToronto-based documentary maker, Liz Marshall’s multi-media documentary features the lives of animals through the lens of animal photographer Jo-Anne McArthur.
Fellow producers Nina Beveridge & Liz Marshall were offered a development deal by Documentary Channel in the spring of 2011.
“The expectations that I put on myself are high, yes, because with every new project you want it to be as effective, or more effective than the last. The issue of animal rights has a social stigma attached to it, and so part of what Ghosts is attempting to do is shatter the image that animal rights activists are a bunch of terrorists who care more about the rights of chickens than they do about the rights of children (that's an extreme and ridiculous sounding example, but I have heard it more than once!). The Ghosts in Our Machine is part of a new wave of media helping to usher a new understanding of what "animal rights" is.” Liz Marshall, Director
Fall 2010, The Ghosts in Our Machine takes shape through conversations with animal rights photographer Jo-Anne McArthur
productiontimeline
http://www.tmcresourcekit.com/
2004
project idea explored with Jo-anne mcarthur
June-Sept 2011
idea begins
Oct 2010-June 2011
research, branding &website prototype
Winter-Spring 2011
Spring 2011
pitch, hotdocs april 2011
Jan-Sept 2012
early developmentphase 1
immersivestory completeddemo website launched
film productionsocial media launched
2009
Spring 2011
developmentphase 2
post production
April 2011
June 2012- Jan 2013
2013
magazine themed website launched
June 2012
socialmediatimeline
http://www.tmcresourcekit.com/
March 27, 2011
March 30, 2011
1st Trailer
April-May 2012
Facebook Groupstarted
Apr 13, 2011
vimeotrailers
March 2011
hoodies t-shirt designvoting
June 2011
Indiegogocampaignfunded
July 2011
featured ghoststory
twitter launched
May 23, 2011
Ghost freejourney dev.
nikki’s ghoststory = viral
Jan-Feb 2012
vimeo demo
August 2011
ghost freejourney
July 2012
thePlatforms
facebook twitter vimeo feedburner
youtube magazine themed websiteindiegogo documentary film
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developmentphaseProject idea dates back to 2004
The development phase runs from October 2010 – December 2011
•Winter/Spring 2011 - branding, research, & prototype website underway•Spring 2011 - Social Media sites established & community reach out begins•April- May 2011 - pitch materials launched in time for the 2011 Hot Docs Documentary Festival in Toronto •January 2012 - production begins on live & unfolding cross-media documentary project
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earlyteasermedia
Teaser trailer on Facebook, Vimeo & Youtube. Viewing numbers tracked & shared.
‘Liz and Nina worked with a small team to build a flash website, it served as an ambient cinematic sales pitch to express the film’s overall tone and vision. It featured 16 strong endorsements by some prominent Animal Ambassadors: activists, artists, doctors, scientists and others.’
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Strongendorsements
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videoteasersH%$D%#& P!$#* M'$"r!'+
social media updates on Maggie’s progress...
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vimeoTrailers
Trailers 1 & 2 launched on May 23, 2011 on YouTube
Demo-Trailer commissioned by Documentary Channel in Development Phase 2
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merchandisingearly
philosophy of project: “Property or Sentient Being?”
Marketing exclusive for team
soon to be available as a ‘vintage item’
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crossposting
Human subject, Jo-Anne McArthurin featured updates
across platforms
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buildnetworkconnections with other
like-minded organizations
builds community & extends reach via
networks
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sharingevolution
key moments & successes shared with community
reachingout
fans are invited to become advocates & promoters of the project creating
greater networked impact
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crowdfunding• campaign ran May-July 2011
• video trailers cross-posted to Vimeo, Facebook, YouTube
• Approached by CowJones Industrials Vegan Boutique NY & Roots of Compassion, Hamburg who are inspired to get involved
• ran contests to win promoted goods & gift baskets with Ghost Free items
•$13,600 Raised! $12,000 Goal!
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crowdfunding
creating value levels with meaningful returns
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nikki’sstory•Featured Ghost Story, Nikki, is launched the week of Jan 23, 2012
•Fans love this video & the sharing begins
•By the week of Feb. 27 2012 the video has had 5841 total loads & 3526 total play
•To date - Oct. 2012 - Nikki’s Story has had a total of 16600 loads.
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ghost-freejourneydevelopment
•The Ghosts Consumer Challenge began on Facebook.
•Initially the GCC was a very conversational 10 day long journey, engaging the community in sharing experiences, running every month on Facebook
•In July 2011, the GCC evolved & became the official Ghost Free Journey, launching with the magazine style website.
•Participants are supported by coaches in 5 day journeys, which run every other month. It now runs with participants chosen by lottery.
•Donna Oakes, fan & supporter, of CowJones Industrials Vegan Boutique NY, becomes a coach.
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ghost-freejourney“The 5-DAY GHOST-FREE JOURNEY (GFJ) is an educational, fun, supportive and community building initiative featured bimonthly here on our GFJ Blog.The GFJ is facilitated by Donna Oakes & Rosemary Tarentino Foos, together they gently coach a chosen participant on a memorable and customized 5-day vegan challenge. Designed to inspire a broad audience about the value of becoming a Ghost-Free consumer, for the animals, each participant is chosen through an automated lottery system.”
Donna Oakes &Rosemary Tarentino Foos become
Ghost Free Journey coaches
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designcompetition
Designer Michele Gorman donates her time in creating designs for theT-Shirt logo contest boosting fan
engagementApril-May 2012
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animalambassadors
• The Ghosts in Our Machine continues to expand the project’s animal ambassadors. Most recently, Seth Tibbott, President and Founder, Turtle Island Foods and Tofurky, was welcomed as an Animal Ambassador
• "We celebrate THE GHOSTS IN OUR MACHINE cross-platform documentary, and are excited to support its Animal Ambassador program. The Ghosts documentary highlights the brilliant work of Jo-Anne McArthur, one of the great heroines of our time, whose photography helps us all to see farm animals as fellow travellers on our journey, worthy of our love, care and respect." - Seth Tibbott.
SETH TIBBOTT - FEATURED ANIMAL AMBASSADOR. President and FounderTurtle Island Foods and Tofurky.Photo credit: courtesy Leilani Münter.
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animalambassadors
• With over 25 Animal Ambassadors, Canadian & international, TGIOM is able to spread its message to expanding communities
• Animal Ambassadors include: Maude Barlow, Barbara Gowdy, Emm Gryner, Jason Priestly, Camilla Scott & many others.
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•THE GHOSTS IN OUR MACHINE – DOCUMENTARY is a cinematic feature length film that illuminates the lives of individual animals living within or rescued from the machine of our modern world.
• Through the heart and photographic lens of protagonist Jo-Anne McArthur we become intimately familiar with a cast of non-human animal characters.•Release date: 2013
facebookmilestoneO#$%b"r 13, 2012
immersivestory “...an upcoming Immersive Story, created by Webby award winning Interactive Art Director’s The Goggles (Adbusters, 2!& !& P!)" P%!)$), will be prominently featured on the website: www.theghostsinourmachine.com. The Immersive Story will be released along with the film in 2013 ....[as] a companion to the feature documentary, it will inspire people to go further with the subject matter.”
secret.....
The Immersive Story will exist online as an interactive experience...
keyinsights
It is community: audience, fans, followers, supporters, that makes a social issue cross-media project like ours successful and dynamic. Since the inception of The Ghosts In Our Machine our community has cheered us on and has symbiotically helped to shape our understanding of the issues, and the tone of the project.
By revealing our process to the world; 'unfolding' layer by layer, we are fostering an interactive long-term relationship with the public about an issue that we all (ourselves included) need to address. The journey is what is most compelling to us. The Ghosts community inspires us to forge ahead, we are beholden.
For the Ghosts.
Liz Marshall & Nina Beveridge Ghosts Media Inc. Toronto
partnersfunderssponsors
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#$ G!%&' () O*r M+,!()$ Case Study was prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn
contactus
TMC R"&%.r#" [email protected]
tmcresourcekit.com
THANKS $%...
tmcrkpartners
2" G*0$& !) O.r M'#*!)" Case Study is released under a NonCommercial ShareAlike Creative Commons license and original content can be shared, remixed and expanded non-‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Dr. Siobhan O’Flynn, and license your new creations under the identical terms. Images from third parties (Jo-Anne McArthur, Liz Marshall, Nina Beveridge, Ghosts Media Inc., & Leilani Münter, Tofurky, The Goggles) retain original copyright.
THE GHOSTS IN OUR MACHINE and THE GHOST-FREE JOURNEY © 2012 GHOSTS MEDIA INC.