Flash film to hit airwaves

In a bit of a twist on BMW's Internet film project - debuted last year on BMWFilms.com - the CBC is looking to boost user interaction over the Web with an integrated on-air, in-print and online film experiment of its own.

In a bit of a twist on BMW’s Internet film project – debuted last year on BMWFilms.com – the CBC is looking to boost user interaction over the Web with an integrated on-air, in-print and online film experiment of its own.

The ‘ZeD – Talk to Me’ campaign, created by Montreal-based new media shop BlueSponge, starts on television as one of three movie scenarios that freezes at a critical moment and prompts the viewer to follow-up on the Net.

On the Web, the viewer participates in the Flash flick by playing the role of one of two characters and e-mailing it to a friend. The second role in the scenario is played by whomever the movie is e-mailed to, further developing the story (each participant receives a finished copy that can be forwarded to whomever they want – further encouraging the campaign’s viral element).

The most original narratives created by the public will be aired on national TV. ZeD is scheduled to start its first full season in October.

Incidentally, BMW’s digital film series, ‘The Hire,’ which swept many interactive ad awards shows this spring and featured director Guy Ritchie and actor Mickey Rourke, will return this fall with three new shorts.