2014 Winners

Transmedia: SILVER

The Next Step Interactive

The objective for this project was to produce a digital program online that allowed audiences to engage in web-exclusive content and create their own personalized experience. The key goals were to get fans to keep coming back to the site and to provide a way for them access more show materials beyond the aired episodes.

The agency produced and shot thirty Interactive Aftershow episodes that launch immediately after each broadcast of The Next Step TV show. The first two minutes of the corresponding interactive Aftershow episode airs on Family Channel after the TV episode ends. At the conclusion of this kick-off segment, the host pushes the audience to the online experience where they can continue watching the Aftershow. When the user lands on the site, they’re able to watch the interactive episode, and participate in polls, trivia and bonus videos, creating their own unique version of an Aftershow. With a responsive design and HTML5 build, the agency was able to allow the Aftershow to be accessible and interactive on desktop, mobile and tablet devices.

The Dance Mashup section of the site allows users to play choreographer, arranging signature show dance moves to create their own unique dance number. Users are introduced to 11 show dancers and are prompted to select one from an interactive video lineup to begin the experience. The site then transitions to a custom-built Mashup editor where users can select from over 122 signature dance moves to choreograph a personalized one-minute dance routine.

The dance moves represent a variety of dance styles, including urban, hip-hop, jazz, classical and modern. Users are able to further personalize their Mashup by selecting music and filter effects. Alternatively, they can use the “Pick for Me” functionality to automatically fill up their Mashup timeline with random dance moves.

A preview of the user’s dance routine in full frame video assembles videos of show dancers performing the moves from three different camera angles, creating a dynamic dance video feel. After creating a Mashup, users are encouraged to perform their custom routines, and record and upload their performances for a chance to be featured on The Aftershow. Users can also share their video creations with friends.

The Next Step Interactive an integral ‘transmedia’ companion to The Next Step TV Show where fan not only watch, but also actively participate in video content that offers details and intimate perspectives from all aspects of The Next Step TV Show exclusive to the site.

From the awards and nominations to the great traffic (Over 2 million visits from launch) and fan engagement (Over 60,000 Mashups created and 1200 fan videos recorded), it is the most successful interactive property to have ever been presented on family.ca. The site has hit all-time traffic records and consistently ranks in the top five sections on family.ca even when the series is between seasons. Thus far, the site won a 2013 Digi Award, was recently nominated for a 2014 Canadian Screen Award and a 2014 KidScreen Award.

Have questions? Need help?
Contact Larissa Santiago at 416-408-2300 x317 or lsantiago@brunico.com.