Soap creates 'interactive prequel' to spruik apocalyptic Aussie film

By AdNews | 30 June 2014

Roadshow Films and Screen Australia have worked with Soap Creative to develop what they are calling an “interactive prequel” to promote the upcoming release of Australian apocalyptic thriller These Final Hours.

The Countdown asks Australians what they would do with their last few months on Earth if they were faced with a “humanity-ending asteroid on a collision course with Earth”, much like the film.

Built like a digital 'choose your own adventure' book, The Countdown connects players' Facebook friends and integrates them through instant messages, videos, emails and tweets and combines these with cameos from media personalities including Nelson Aspen, Dan Ilic and Alicia Malone to create a bespoke fictional experience for fans.

Soap has created more than 900 pieces of content for the campaign, including over 20 minutes of video.

The Countdown ends 12 hours from the end of the world, which is where the film These Final Hours picks up.

Michael Hughes, creative director at Soap, said: “The opportunity to create interactive content beyond the traditional 2 hour film format highlights the potential of cinema and digital working together.”

Screen Australia COO, Fiona Cameron, said: “This initiative encourages film-makers to engage with audiences in dynamic ways. The immersive story experience extends the story world, and has the potential to raise further awareness of the film, and enhance a deeper connection with audiences.”

The Countdown can be found online now, ahead of the Australian release of These Final hours on 31 July.

Watch the film trailer here: http://youtu.be/QaoF6byFQFU

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