Digital transmedial strategy and social media manager project that aims to tell a story about the importance of the environment to the citizen of an hinterland city of Milan: Bovisa.

The story, called “Il viaggio di Ivan” (Ivan’s Journey) recall the importance of the single for the environment using the metaphor of planting a single acorn, that could save the future. By a video, a giveaway and a comic, using both the Social Media, the Newsletter and the off-line communication, the aim of this project as to invite some citizen of Bovisa to join a workshop where they were able to imagine how their city will become in the future and how they’d like it to be, so they can take action to make the future Bovisa as they’ve imagined.

The Digital strategy got an unexpected turn out:First the break even of the Workshop was 10 people but the ones who joined were 15.On a second point the citizens were so engaged by our posts, that not only during the giveaway they run to us to receive their seeds and mingle, but they share our posts, and share their thought about the workshops outcomes.Last, but not least, s Journalist of the NewsPaper “Il Giorno” interviewed us about the project and published an article of the newspaper about it.

SPECIAL THANKS TO:
L. Rizzoni, G. Clemente, R. De Vico

GOALS

• Creation of a story (il viaggio di Ivan) to describe the main topic of the environment and use it to engage and create interest to the users

• Study of the possible users, creating Personas, and how do the inhabitants of Bovisa feel about the theme

• Design of a Metaphor that could help to convey the message of the communication goal

• Use of the story in a Transmedia Strategy, both online and offline to send the message to the Users, in this case the online Media was the use of Social Media Facebook, and off-line was a seed giveaway

• Creation of a Social Media strategy and editorial Plan to decide what to post, when and where, to keep people interested in the story, and their specific hashtags

• Use of the social media and the Story to invite the users to join a workshop (break even of the Workshop was 10 people, the ones who joined were 15)

• Creation of a video that could represent the workshop itself and could fit in the storyline created