Ster-Kinekor wanted interactive digital elements to engage the South African market when promoting the Mandela movie in the country.
SOCIAL MEDIA + BANNER AD EXAMPLES + INTERACTIVE GAME
Along with social media elements and standard digital banner ad examples, Amanda conceptualised an interactive game whereby people could free Mandela from jail by pulling away the bars/poles. Each time a bar would be pulled away, a word would be revealed, until Mandela was freed.
These words would be one of the seven pillars upon which the new constitution of the Rainbow Nation is based. These pillars are: democracy, equality, reconciliation, diversity, responsibility, respect, and freedom. This constitution put an official end to apartheid in 1996.
DIGITAL BILLBOARD
Amanda extended this interactive game concept to a physical space in order to stir up emotions in people, and get them talking about the campaign, both in person and online. By connecting an interactive billboard with the specific #LongWalk tag on Twitter, users could engage with the billboard in real-time, to reveal the seven pillars of the South African constitution and collectively free Mandela from the billboard bars.
WEBSITE
Amanda also created an engaging interactive website design which would incorporate a timeline of Mandela's life as well as a variety of social media plugins. This would allow people to add their Facebook profile image to the website to become part of the creation of Mandela's portrait, using the face of the actor who plays Mandela in the movie (Idris Elba), as requested by the client. Mandela art would also be pulled through to the website from social media, with the use of specific hashtags.
As part of the marketing effort, people would be able to ask the stars of the movie questions and their answers would be shared on Twitter. Therefore a live Twitter feed was incorporated to be a main feature on the website.
Although Ster-Kinekor was intrigued by the proposal and wanted to move forward with the development of the website and the game, development was subsequently stalled.
