El Cañonazo designs the transmedia strategy of 'La Zona'

The Movistar+ series is the most ambitious transmedia project around a fiction in Spanish that has been done so far.

Movistar+ has commissioned The Cannon Shot the design of the transmedia strategy of its new series In the Zone in the most ambitious transmedia project around a fiction in Spanish that has been done so far.

The transmedia universe of In the Zone It is structured from the constant duality between the official and the hidden truth, between the evident and the secret, between the patent and the latent. El usuario profundiza en la serie y expande narrativas a través de una experiencia gamificada. The contents are spread from two sites: the official website of In the Zone, where the official content of the series is concentrated, and The Other Zone, where the unofficial truth is distributed in two digital spaces, El Despacho and El Búnker.

In the official website From La Zona, the user finds the essential complements to expand the contents of the series: the character files; the Geiger Counter, a podcast in which authors, technicians and performers analyze the production process; Anatomy of The Zone, a mini series in which the narrative keys are dissected; The Exclusion Zone, making of in which the critic Jesús Usero enters the prohibited zone and tells the details of the production of the series; and the official social networks, which expand the contents of La Zona so that the user can enjoy the television series and its media expansion.

The Other Zone

The Other Zone It is a transmedia narrative strategy that, together with the contents of the linear version, gives coherence to a wide repertoire of narrative content.

Guided by Arcan_hell, pseudonym of a character in the series, the transmedia expansion of The Zone grows organically through its research, in which the user accompanies him in a constant duality between the official and hidden truth, between the obvious and the secret, between the patent and the latent.

The user delves deeper into the series and expands the plots through a gamified experience

Through an interactive intro, a double perspective video directs the user to the other side of the series, towards the official and towards the hidden truth. Towards a modern office, and towards an old bunker.

Thanks to his work, the character accesses censored information about the nuclear accident. Clues that point to a hidden and terrible truth. You will discover these materials in The Office.

On the other hand, The Abandoned Zone is an Instagram account that reveals one of his passions, photography. It collects photographs of desolate natural and urban landscapes in which followers of the series can collaborate and that in the future can become fictional locations.

Entre su historial, podemos encontramos con Naturatrox. A site that is powered by 360º photographs, which show what the cities of Spain would be like after a nuclear accident.

But if there is a key site among their favorites, it is the WikiZona: a collaborative site and meeting point for the community of viewers, where all the pieces of information about the series are crossed, both official and hidden, and which is managed by the Adversus team.

Facing It is a citizen movement that takes the Arkan-Hell podcasts as a reference. Through their YouTube channel and Facebook page, Kassandra, Cronos and Zeus, unconditional fans of Arkan-Hell, spread their findings, always covered behind an iconic gas mask.

But… Adversus is more than content. It's a community. The citizen movement will jump from fiction to reality. In fiction, Adversus is led by the Nucleus made up of its three founders.

In reality, they will be a team of content curators that promotes creation, conversation and interaction among followers of the series, generates micro-content or memes before, and monitors the reactions and content generated by viewers during and after the series is broadcast.

All of these contents take on a life of their own through a distribution strategy in owned media, paid media and earned media, in such a way that they are also attractive to the user regardless of the consumption of the series.

In total, the transmedia universe of La Zona has more than 310 minutes of audiovisual content distributed in 16 formats that bring together interactive videos, sound fictions, an online immersive narrative game, webseries, 360 images, mockumentaries, collaborative websites, making of, and posts on social networks that can be found on two websites designed for all types of devices.

All these elements, contents, containers and their dynamization make up a global story, but their contents can be consumed independently. They expand the fiction, promote the series and facilitate the active participation of the viewer.

In addition, it is a great springboard for promoting the series. A premium narrative and communication experience at the level of the great global proposals.

https://www.youtube.com/watch?v=6plyA7IiSpw