Secret Location nabs news and doc Emmy nod

Targeting the Electorate - Secret Location-1

Toronto-based interactive agency Secret Location has netted a nomination in the News and Documentary Emmy Awards.

Secret Location is nominated in the New Approaches: Current News Coverage category for its work on Targeting the Electorate, an interactive documentary collaboration with PBS’ Frontline.

The project launched during the 2012 U.S. presidential election, and explored how American voters are targeted by political campaigns based on media habits, age and gender. The project gave Frontline viewers an interactive illustration showing how their information was being used in targeting tactics, including providing customized experiences based on the user’s location.

“It was important for us to execute this project in a way that gave the audience an access point for information that can be difficult to illustrate…Our hope was to add to the conversation about this subject in a meaningful way,” said Secret Location founder and exec producer James Milward in a statement.

Secret Location also won awards for the project at the Banff World Media Festival in June, in the cross-platform non-fiction and best of competition: interactive categories.

The company is currently producing digital content for CTV’s Amazing Race Canada, which launched Monday.