We brought the documentary The Hole Story to the web because we wanted to introduce the complex world of mining to a new, younger audience. The easiest way to do this was to let them get their hands dirty. By providing an online, interactive playground, we gave people the tools to stake a claim (in their own backyard, no less), dig their mine and face all the obstacles and opportunities this entailed. We strongly believe this kind of collaboration and interactivity is the future of storytelling.

Published
December 2012
Topics

The Story

We brought the documentary The Hole Story to the web because we wanted to introduce the complex world of mining to a new, younger audience. The easiest way to do this was to let them get their hands dirty. By providing an online, interactive playground, we gave people the tools to stake a claim (in their own backyard, no less), dig their mine and face all the obstacles and opportunities this entailed. We strongly believe this kind of collaboration and interactivity is the future of storytelling.

This project was a perfect fit for the use of geo-localization. People enter their postal code at the beginning of their visit to the site, ensuring a personalized journey through the stages of the mining cycle. We also made use of some tricks from gaming technology, such as voiceover narration incorporated into a playful navigation. The short messages that are automatically generated on social media platforms during the course of the experience serve to promote the website in a fun and engaging manner.

The Technology

  •  

    Geo APIs

    Google Maps

  •  

    Social

    Facebook

    Twitter

  •  

    Web/Apps

    Flash

    iTunes

The Results

Our trans-media approach to this project was the leading cause of its success. The Hole Story spans two main platforms: film and online. For a complex and controversial subject such as mining, this approach allowed us to rely on the strength of each medium – film for a chronological and historical account of mining in Canada, and an interactive component for an immersive experience of the industry’s current state. While the interactive component draws on elements from the film, it also stands on its own, seamlessly incorporating technology, art and journalism.

38K

holes dug

Launch Date Sept. 2, 2012