The media take a ride to Oerlikon

Can a building of 6200 tons be displaced by rails? This unusual question was answered on the 23st of May 2012, when a building of 80 meters long and 12 meters wide was moved 60 meters from its initial place by rails in Oerlikon, near Zürich.

Below is a stop motion’s video of the feat:

The performance was a first in Europe: never a so big building was displaced in its entire structure. The building was moved at a speed of 4 meters per hour and it took 19 hours to displace it from 60 meters. This action was done in order to save the 123 years’ old building from being destroyed to let its place for the extension of the railway station of Zürich-Oerlikon.

The event was entirely covered by the TV broadcast Schweizer Fernsehen (SF), which followed live the feat through 3 media: television, Facebook and Twitter. The Swiss German TV, on its second channel SF2, proposed a live during all the two days of the moving (it started the 22st of May and was achieved on the 23) to see in direct the progress of the works.

The channel proposed as well to follow it in streaming on its website. The latter is interesting because it integrated a Facebook’s application, visible beside the live streaming, that allowed people to comment directly on it. Many people commented lively the event, most of the time saying that it was an impressive and extraordinary performance.

The social platform Tweeter was even more active. Indeed, SF created a specific profil for the event in order to give information about the progress of the works. It also allowed the people to comment lively the performance.

The hashtag to communicate about the event was # SFMFO.

SF used well the cross-media tool by connecting the TV and Twitter together. Indeed, SF decided to pass some of the tweets on its TV channel. Below is one of my tweets that have been shown lively during the broadcasting.

SF used with adequacy the power of the web 2.0 to show to the viewers what the social network community thought of the event. Funny enough, then the people commented on Twitter the tweets showed on the screen, pointing the success of the cross-media impact.

The event has so many success, and was followed by so many people, that SF made a Storify of the reaction on internet. The success is aslo attested by the number of viewers of the report made on the “journal de 12.45” on RTS1, only a few hours after the start of the moving. Indeed, at 14:00, there were already 1188 views for the video on the website of the RTS. It is much more than the others that were proposed the same day.

The performance was not only covered by the Swiss media and a lot of European media folowed the event, as it is the case for the BBC.

The biggest displacement of a building needed to be covered properly by the media. The Schweizer Fernsehen well understood this and covered the event through different windows. The live TV broadcasting and the major social media allowed the performance to be followed and commented by the people, and they did not miss the opportunity to do it. The cross-media worked perfectly and was well mastered by the SF, which integrated all the tools of the web 2.0 to make the event alive. Thus, the performance was transformed in a real show, where everything happens directly in the front of the spectator, which can participate to it through the social media. This is the new way of transmitting the information.

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