"Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. [...] Transmedia storytelling practices may expand the potential market for a property by creating different points of entry for different audience segments."
DOGODOT has been inspired by the transmedia experience of Daitona – the movie (directed by Lorenzo Giovenga, produced by Daitona, 2019)
The project “Daitona – The Movie” can be described with a single sentence: how not to make a film. At the same time, it represents all that young filmmakers should have: creativity, passion, love for adventure, and awareness of the new communication platforms.
This is the story of how an idea evolved from an independent feature film into a transmedia project and even our production company.
From a film fictional character to a real person in real life: this is the story of a troll character at the heart of our innovative communication campaign.
In 2016, we make “Loris Daitona” jump from his film to reality.
Summer 2016: We publish his fake best-seller Ti Lovvo and organised a number of presentations in the main Italian bookstores.
Fall 2016: We launch Loris Daitona’s Youtube channel – the same that the character opens in his film. In just a few days it reaches 1,000 subscribers thanks to collaboration with some famous Youtubers!
2017: Loris Daitona appears on social networks, including Facebook and Instagram. The fictional character finally becomes real.
EXISTS - 2016
After months of online presence, LORIS DAITONA disappears into thin air. Everyone looks for him until June 27, 2019 when the film is finally distributed in theatres by Distribuzione Indipendente.
To trace Loris Daitona’s journey, we launch a “mockumentary” named “Stars, Stables and Meteors” hosted by journalist Francesco Alò.
Those who believed that Daitona was a real person are left appalled.
And now what?
VANISHES - 2018
“THIS IS NOT A COMEDY”. This is our film: a witty, niche product which is clearly different from other comedies and independent by choice.
We design a Guerrilla Marketing campaign to distribute over 1,500 condoms among students and cinema lovers. This helped us gain attention from our target audience.
We organise additional “Condom Events” during the summer as part of the Estate Romana franchise.
CONDOMS - 2019
After the theatrical release …
“DAITONA – IL FILM” is released on DVD and distributed by Cecchi Gori Entertainment in 5,000 copies.
“Daitona – the movie” is the perfect example of optimised resources.
It is an independent film which made excellent use of transmedia strategies.
Loris Daitona’s universe has expanded beyond the screen by creating real-world crossovers, involving different media, each one with its own function.
The transmedia narrative is at the heart of this operation has become inspirational to subsequent projects.
PRESS – SOCIAL MEDIA – INTERNET