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Discovery Channel:
American Chopper
Mission | Tactics | Deployment | Victories

Mission
The Discovery Channel was bringing its ever-popular motorcycling series, American Chopper, to Australia for its newest season. In a joint project with Tourism Australia, the media company came to Communicator to develop a rich media experience that would give a uniquely Aussie look-and-feel to the show.

Tactics
In other words, we had to give these custom-made choppers a dinky-di experience and take fans of the show on a unique virtual tour around Australia. It sort of sounded like a bike-only Mad Max II, so we were all for it. We looked at ways to tie into the show’s colourful and well-known personalities, tie into the travel component of the series and give an interaction with the bikes that was just like the ones on the show – fully customised.

Deployment
Communicator delivered an online environment that looked as rugged as the terrain, the bikes and the riders themselves. To give a personal feel, Paul Senior, Paul Junior and Mikey were given their own online diary to post updates, video, photos and more, and all of it tied to their road trip from Sydney to Queensland, the red centre and finally back to the big smoke in Melbourne. Tying into the bespoke-bike emphasis of the show, a Flash tool allows online users to build their own customised chopper, selecting everything from their own tanks, rims, headlights, colours, patters and more. The top designs will be entered into a competition, with the winner flown to New York to visit the Orange County Choppers headquarters on which American Choppers is based.

Victories
The website was launched in June 2007, with the sites tying into Tourism Australia's "Global Programs" partnership with Discovery. The online experience showcases Australia’s unique lifestyle, people and culture to the world while giving visitors and global travellers a glimpse of what the country has to offer.


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