Orange and Murmures Productions launch "Detective Avenue": a transmedia adventure in which everyone gets a chance to lead the investigation
Paris, April 04, 2011
A transmedia fiction game broadcast across all screens (PC, Orange TV and mobile), with primary access via a website: www.detective-avenue.com
The winning project from the first Orange creation workshopsDetective Avenue: where a detective series and investigation game meet
Orange and Murmures Productions are today launching “Detective Avenue”, a new type of transmedia fiction, at the crossroads between a detective series and an investigation game, produced by Murmures Productions and citymoviz.tv.
The story:
Gaëlle moves into the apartment of Suzelle, her sister who has just died. The police concluded that it was a domestic accident, but Gaëlle is convinced that her sister was murdered by one of the tenants in her building. She is therefore going to investigate in order to find out the truth.
The audience is invited to follow Gaëlle during her investigation, and above all to help her identify the man or woman who committed the crime.
Transmedia adventure broadcast across all screens
Viewers can follow the investigation and participate through various media:
Television, on Orange TV Channel 48 Viewers can discover the 60 short fiction modules (1 to 3 mins) shown one to three times a day, inviting them to follow Gaëlle in her investigation and observe events in her neighbors' apartments. The episodes can also be viewed on Video Party, Orange’s video on demand portal.
Website: www.detective-avenue.com Looking at the building in which Gaëlle is carrying out her investigation, viewers can see what is happening and click on the building's windows and, when the tenants are out, they can also search the apartments for clues.
TelephonePlayers can listen to the phone messages left by Philippe, Gaëlle's husband. They can also receive text messages from the police detective who closed the case.
Lastly, a free iPhone application makes it possible to discover the secrets in each tenant's pasts thanks to the geolocation of clues in areas around Orange stores (throughout France).
Social networks (Dailymotion, YouTube, Twitter, etc.)The profiles of certain characters within the story are present on social networks, including Facebook, and web users can interact with them. Indeed, the adventure begins with the personal profile of Suzelle Berthier (Gaëlle's sister).
As players progress through Detective Avenue's optional quizzes and mysteries, they are rewarded with virtual badges and points. The best players will be able to qualify to win prizes.
Detective Avenue is a new type of series which is designed to be fun and participatory. The episodes will be shown daily, but you will be able to start the investigation at any time.
Winning project from the Orange creation workshops
In May last year, Detective Avenue won the first Orange creation workshops, focused on new formats for transmedia creation, with this call for projects organized by Orange to support creation and accompany producers in making innovative projects a reality. In this way, Murmures Productions has benefited from significant financial support from Orange, as well as promotion and distribution across its networks, and support throughout the project's development.
Detective Avenue has also received support from the French national cinematography center (CNC) in connection with the arrangements for assisting new media projects.
For Jean-François Rodriguez, VP Games and social media at Orange: "Transmedia perfectly illustrates what a network operator like Orange can bring both to the world of creation, and to the world of content consumers. To encourage their emergence and support these new forms of narration, we are calling on all our channels, creation and broadcasting tools, and actively engaged in the development of a large number of projects. But this would not be possible without the creativity of a new generation of producers such as Murmures Productions, who we have been working closely with on the Detective Avenue project".
For Laurent Guérin, Transmedia producer at Murmures Productions: "Detective Avenue is an innovative program which harnesses the effective fit between different media, screens and the use of social networks to maximum effect. For a content producer, transmedia opens up incredibly rich resources and additional depth in terms of how a story is told, in keeping with viewers' practices and expectations. Working with Orange has made it possible for this story to exist on all the services that an operator offers its customers".
Discover Detective Avenue on: www.orange-innovation.tv/detective-avenue
About Orange
France Telecom-Orange is one of the world’s leading telecommunications operators with 171,000 employees worldwide, including 105,000 employees in France, and sales of 10.9 billion euros in the first three months of 2012. Present in 33 countries, the Group had a customer base of 225 million customers at 31 March 2012, including 181 million customers under the Orange brand, the Group's single brand for internet, television and mobile services in the majority of countries where the company operates. At 31 March 2012, the Group had 166 million mobile customers and 15 million broadband internet (ADSL, fibre) customers worldwide. Orange is one of the main European operators for mobile and broadband internet services and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.
With its industrial project, "conquests 2015", Orange is simultaneously addressing its employees, customers and shareholders, as well as the society in which the company operates, through a concrete set of action plans. These commitments are expressed through a new vision of human resources for employees; through the deployment of a network infrastructure upon which the Group will build its future growth; through the Group's ambition to offer a superior customer experience thanks in particular to improved quality of service; and through the acceleration of international development.
France Telecom (NYSE:FTE) is listed on Euronext Paris (compartment A) and on the New York Stock Exchange.
For more information (on the internet and on your mobile): www.orange.com, www.orange-business.com, www.orange-innovation.tv or to follow us on Twitter: @presseorange.
Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited, Orange France or France Telecom.
With its industrial project, "conquests 2015", Orange is simultaneously addressing its employees, customers and shareholders, as well as the society in which the company operates, through a concrete set of action plans. These commitments are expressed through a new vision of human resources for employees; through the deployment of a network infrastructure upon which the Group will build its future growth; through the Group's ambition to offer a superior customer experience thanks in particular to improved quality of service; and through the acceleration of international development.
France Telecom (NYSE:FTE) is listed on Euronext Paris (compartment A) and on the New York Stock Exchange.
For more information (on the internet and on your mobile): www.orange.com, www.orange-business.com, www.orange-innovation.tv or to follow us on Twitter: @presseorange.
Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited, Orange France or France Telecom.
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