Hoodlum nominated for Digital Emmy

05 March, 2010 by IF

Press release from Hoodlum

Hoodlum (www.hoodlum.com.au), an Emmy® Award-winning Entertainment Company based in Australia that specializes in producing high quality content for multiple platforms, has been nominated for an International Digital Emmy® Award for Primeval Evolved, a thrilling ten-week online experience that extended the storyline for ITV’s hit television series Primeval in the UK. Primeval Evolved was created for broadcaster ITV.com by Hoodlum in partnership with Primeval producers Impossible Pictures. The nominations were announced this week by the International Academy of Television Arts & Sciences. The Emmys will be presented on Monday, April 12, at MIPTV in Cannes.


The International Digital Emmy nomination comes on the heels of two recent media award wins for Hoodlum. This past month Primeval Evolved also won Best in Class at the prestigious Interactive Media Awards in the US, and Hoodlum was a winner of AlwaysOn’s OnMedia Awards.

‘It is great to see projects like Primeval Evolved get this sort of recognition. I think this type of project is the beginning of more integrated experiences, as audiences and brands seek new ways to participate in their favourite TV shows. Primeval Evolved was a true collaboration between ITV.COM, ITV, Impossible Pictures and Hoodlum allowing the stories and characters of the popular TV show to weave seamlessly across multiplatform.’ Nathan Mayfield, Chief Creative Officer/Co-founder, Hoodlum.

Primeval Evolved extended the stories, world and characters of Primeval season 3 online. The experience allowed audiences to play a role in the unfolding narrative, and gave fans a much closer look at the fabulous creatures of Primeval. The online story was made up of 10 chapters and commenced the week before the premier episode of Primeval season 3 on ITV. Primeval Evolved was designed to engage the audience in meaningful interactive storytelling that was tightly integrated with the on-air story.