Guardian unleashes pigs to promote “open” journalism

The Guardian enlisted The Three Little Pigs on Feb. 29 as part of an “open journalism” advertising campaign for its social-network-connected news products.

Online, the video ad is accompanied by Editor-in-chief Alan Rusbridger‘s notes on the thinking behind what the Guardian calls its digitally empowered approach to active-audience journalism, also highlighted in a March 24-25 “open weekend.”

The paper said the two-minute spot “imagines how we might cover the story of the Three Little Pigs in print and online. Follow the story from the paper’s front page headline, through a social media discussion and finally to an unexpected conclusion.”

 

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Note: I aggregate other video newspaper promotions and commentaries at my Other Journalism Video Pages.