Here's the frame of the animated short film Madame Tutli-Putli, which is in the running for an Oscar, that I just "unlocked." Each of the 36,000 frames of the film must be unlocked by a visitor to the National Film Board of Canada's Web site. If all the frames are unlocked by February 22, the film will be streamed on the site the same day. They say you have to wait 24 hours between turns, but I've been taking advantage of a technical glitch that allows you to click right on through again.
This is smart marketing by the NFB. I've unlocked a handful of frames so far, and I feel like I own those particular story fragments. I appreciate the people who've unlocked the frames before mine, and I'm rooting on the people who come after me. Finding a way to have the members of the community you've built around your product or service unlock your story one metaphorical frame at a time would be smart marketing. The story's there, waiting to be told, it's just that you're letting your community free it.
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