Doom wall of shoes /Transmedia Storytelling the African Way

Hello world, It has been a while,  i’m back from the motherland where i spend more than a month teaching the new wave of creative professionals and making connections.


First let me say that Africa is the most vibrant continent when it comes to creativity. Simply put, that raw talent is refreshing and their ideas and execution are simply delightful.

Today i want to share a Transmedia campaign from South Africa: “The Doom Wall of shoes”





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They humanized the power of Doom by using shoes: The most primal tool to kill bugs. Using that insight they were able to build a concept that transcended a single medium and set the wheels in motion for a Transmedia campaign of epic proportion.


Screen Shot 2013-01-21 at 8.31.48 PM


They recognized the opportunity to capitalize on the buzz generated around the campaign,  after it became the most active (trending topic) conversation piece, by adding gamification to the mix. Simply put, you can’t capitalize or obtain maximum reach with transmedia storytelling without gamification. People are playful by nature, the challenge/small trivia doubled with cash prizes, was a recipe that guaranteed shelf life for their story. Well done!


This campaign is brilliant. The insight that sparked the whole concept, the execution and the opportunities that followed truly showed mastery of Transmedia storytelling. Consumers were engaged from start to finish. Visually, emotionally and competitively with Gamification. (Gamification the biggest asset of Transmedia when done right) Stunning work.


And this is just the tip of the iceberg. Sticking to my roots, i’ve decided to shift my attention to the motherland and showcase the work coming out of Africa. You will be amazed.


Stay tuned.





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