Ifra XMA Cross Media Awards Projects
 
   Company: Singapore Press Holdings Ltd
   Project name: STOMP (Straits Times Online Mobile Print)
  General information about the publication
   STOMP (Straits Times Online Mobile Print) integrates content and activities in the three platforms of print, online and mobile . These three platforms will enable STOMP to interact and engage with Singaporeans in exciting new ways.
STOMP will deliver content which is interactive and which will help develop new communities of Singaporeans bonded together by shared interests. Access to the website is completely free and as for SMS and MMS, only normal telco charges apply to users.
Through this interaction, The Straits Times aims to strengthen its relationship with readers and reach out to non-readers.
Another first for The Straits Times will be the introduction of a new STOMP special number "75557". With this one number, Singaporeans will be able to talk to the newspaper on any topic, or send their thoughts, pictures, news tips and even news clips through SMS and MMS.
  Project description
   STOMP stands for Straits Times Online Mobile Print. Users can connect, interact, and engage us via the internet, phone and the print medium. Contributors post their entries via email and MMS/SMS, where their stories are checked and re-checked for accuracies. These stories are then posted online in STOMP, and can be read in Singapore Seen, Talkback or even English as It is Broken. MMS/SMS messages are sent via the short code 75557.
  The basic idea of our project
   STOMP was set up for the Straits Times to connect, interact and engage with her readers, both present and future.
Here, readers are not passive; they can comment on news sent in by members of the community.
Readers are, in short, content providers themselves.
Contributions are not confined to news; take English as it is Broken for instance.
Poorly-used examples of English are highlighted by the STOMPers, who send in pictures of the offending articles, or queries about the usage of the language.
Users are generally between the ages of 13 to 40 years of age.
STOMP is meant to both attract new customer segments, who are not print readers, as well as existing customers of the paper.
There are two kinds of advertisements on on STOMP.
The Speak Good English Movement sponsors banner space in the English as it is Broken microsite so that the use of good English is encouraged.
In fact, a book "English as It Is Broken" has just been published, where the examples of poor English usage as submitted by STOMPers have been collated and corrected.
All proceeds will go to the Straits Times Pocket Money Fund, for underprivileged children.
There are other commercial advertisers as well such as Nokia, which tied in with Singapore Seen for about several months, and STOMP eBay, a tie-up with the global online company.
  Used Media Channels
   Newspaper    Event(s)
   Book(s)    Online
   Web-TV / Video
  The Implementation
   The Editor and the Deputy Editor of The Straits Times are the main drivers of STOMP. They started a new editorial unit called STOMP. The STOMP staffers are behind with the setting up of the communities under the direct supervision of the Deputy Editor.
The different media channels, essentially online and print, work closely with each other because STOMP is a unit of The Straits Times. STOMP staffers sit within the print newsroom and attend the daily print editorial meetings. Here, postings from STOMP are highlighted for publication in the newspaper, and relevant print stories are highlighted for multimedia treatment.
  Image(s)
  Links
   http://singaporeseen.stomp.com.sg/viewPost538.aspx
http://singaporeseen.stomp.com.sg/Gallery43.aspx
http://www.stomp.com.sg/talkback
http://singaporeseen.stomp.com.sg/viewPost383.aspx
http://mmsing.stomp.com.sg/
http://www.stomp.com.sg/stompcast
http://www.stomp.com.sg/lovein/blinddate.html
http://www.stomp.com.sg/english/
http://club.stomp.com.sg
  Project results
   STOMP turned a year old in mid-June and already we are averaging 6.5 million pageviews a month.
The success of STOMP as a platform for citizen journalism has been phenomenal.
Each story is checked and rechecked, thus improving the credibility of the citizen reports.
The community also knows that their reports are closely followed by the authorities, and that change can be effected.
For example, cleaner Roger Sim posted a grainy picture of elderly patients making their way to the Geylang Polyclinic at 5 am.
The paper quickly picked up the story from STOMP and within hours of the story being posted, the Health Minister instructed that things be set right.
STOMP also occupies an important space in the minds of those living in Singapore in moments of collective experience.
When a giant water spout was spotted off the East Coast of Singapore on 25/5/07, many witnesses seemed to share one thought - I must get this to Stomp.
All previous records for reader reaction at Stomp were shattered, with 150 SMSes, MMSes and e-mails streaming in within 10 minutes.
That's one alert every four seconds.
As a social networking platform, STOMP came up trumps, with the community turning out in full force to congregate and meet.
247 STOMPers turned up at Powerhouse Club at St James on 16 June 07
Lonely hearts were also drawn to STOMP.
The first Singles Bash drew 30 pairs of male and female participants, while the second had 100 STOMPers turning up.
Club STOMP saw its number of members grow from strength to strength, with more than 350 members signing up to post their profiles online within a week of its launch.
Contests such as the 'Hot Teacher' award and 'MMSing' also allow Stompers to showcase their love for their teachers, and for singing, and which STOMP intends to run yearly.
To Stomp, the community is everything.
And it is evolving still, like its community.
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