TEQUILA\ launches Lockie Leonard 2 campaign and new JAM content department

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

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

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

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

The interactive content was created during the show’s scripting stagewhere Goalpost Pictures’ and TEQUILA\’s writing teams worked closelytogether to create a suite of compelling content designed to extendstorylines into multi-platform entertainment.

Viewers will have access to a wide range of content and activitiesincluding competitions, storyline linked webisodes, video podcasts anddownloadables. Fans will also have the chance to appear in an episodeof Lockie via an online competition, or they can upload a video ofthemselves rocking out to the theme tune for a chance to debut in theshow’s credits! New video content will be rolled out each week, withover 75 minutes of original video content created for the campaign.

Goalpost Pictures Partner and Producer of Lockie Leonard, Kylie duFresne, said: “The online work created by the TEQUILA\ team for LockieLeonard will set the benchmark for multi-platform entertainment. It’shighly original and multi-layered, designed to captivate our audienceand extend their viewing experience. Goalpost Pictures is thrilled with the outcome of TEQUILA\’s effortsand are currently working with them on a number of other TV and filmprojects the company has in development.”

“TEQUILA\’s phenomenal growth and our focus on producing originalcontent for online audiences will lead us and our clients into excitingterritory,” says Charles Clapshaw, president of TEQUILA\ Digital, AsiaPacific.

TEQUILA\’s JAM team has been bolstered over the last six months withnew video, motion graphics, scriptwriters and editing talent added tothe team. They’re working with clients on a range of content-drivenprojects and were the team behind the recent launch of the officialmovie site Tomorrow When the War Began, twtwb.com, for ParamountPictures.

Creative team:

Russ Tucker, Creative Director

Mish Fabok, Producer