Emmerdale Online (2006-2007)

Creative Strategist, Concept Designer

Emmerdale Online - Homepage

Emmerdale Online aka Emmerdale Murder was an online channel and narrative-driven ‘whodunnit’ game produced by Hoodlum Active for iTV UK’s hugely popular primetime soap opera, Emmerdale.

Who killed Tom King?

The interactive 21-week event was commissioned to accompany a high-profile storyline - one of Emmerdale’s longest standing characters and town villain, Tom King, was murdered.

The Emmerdale online channel invited Emmerdale fans and audience members to ‘move to Emmerdale’ to investigate Tom King’s murder and ultimately decide ‘whodunnit’.

Emmerdale online comprised an interactive, virtual village, character BLOGs, email, video and audio, allowing players to intercept characters text and voicemail messages, search police files and evidence, eavesdrop on police interviews search for clues within characters’ residences for points, status and the chance to win a major prize.

The channel had over 55 million page views, and an average user session of 22 continuous minutes. 

Emmerdale Online - Suspect Gallery

Emmerdale Online - Hotten Courier

Role

I was responsible for developing the creative strategy and concept design for Emmerdale Murder – the Emmerdale Online Channel and narrative whodunnit game including interaction design and gameplay concept development and producing a comprehensive channel concept bible and scope document. I was also responsible for establishing the first four weeks of gameplay, devising the weekly investigation pathways, rich-media clues and character-driven interactive content – and generating content briefs for writers and on-set asset collectors.

AFTRS, LAMP Podcast – Extending the Narrative – Emmerdale Online. Listen >>

Emmerdale Online - Mobile Clue

Awards

Emmerdale Online won the prestigious Best Drama Category in the MIPCOM Mobile, Internet and CrossMedia TV Awards, and was a 2008 Interactive Emmy Award nominee in the Best TV Service category.

Emmerdale Online - Tom King Voodoo Game

Emmerdale Online - Pub Trivia Quiz