Remarkable by Design: Story-led Innovation

Presentation to the World Innovation Convention, Cannes 2013

Robert Pratten @robpratten

engage through

intrinsic motivations +

design for

active participation

Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

The Internet and Mobile Revolution

The consumer has moved on

http://www.survivalcode.com/ Wrigley’s 5 Gum

Affordable solar LED lighting for rural communities in the developing world

http://airpi.es/

The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level

CO affects • character’s mood• tone of tweets & blog posts• game difficulty?

• we have to design experiences that satisfy core human needs

• ie. appeal to intrinsic motivations

• Significance (special, important, unique)

• Certainty (comfort & control)

• Variety (surprise)

• Connection (love)

• Growth (learning, mastery)

• Contribution (giving back)

CommunitySignificanceContribution

ComfortGrowthLearningSurprise

ComfortGrowth

LearningSurprise

Fan Fan

Storyworld

www.ActiveStorySystem.com

Definition• Requirements

• Goals

• Success Criteria•KPIs, measurement

• Scope•Countries, Territories, Languages, Number of Audience

•Interworking with other companies & technologies

•Timing & duration

•Budget

• Customer

Development• ActSS Define the World•Story, Experience, Premise, Goals, Audience, Platforms, Execution

• One Sheet

• Title, log line, call to action, short synopsis

• Creative direction

• look & feel, tone, mood, age rating, violence, language

• Team

• Risks

• Principal resources

• names and availability

• Principal creative

• Principal technical development

• Inbound: Licensing & copyrights

• Outbound: Franchising, merchandising and licensing

• Community

• management, editorial, legal

• Business Case

Design• ActSS Define the story•Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies

• ActSS Define the Experience•Gaming, Role-playing, Exploring, Observing

• ActSS Define the Execution•Timing, Events, Platforms, Pacing

• ActSS Write Synopsis

• ActSS Develop

Synopsis into Scenes

• ActSS Design the Engagement

• ActSS Design Interaction

• Platform-specific documentation

• Marketing Communications

• Series synopsis & arcs

• Future stories

• Media assets•Video, audio, image, text, mobile, web

• Events & locations

• Merchandise

• Touchpoints•Owned, Paid, Earned

• Languages, countries, geo-restrictions

• Capacity planning

• Controls

Delivery•ActSS Design Operations

•Editorial & Legal processes, Social media guidelines, Community management, Escalation

•Production

•Implementation & testing

• Audience building & community outreach

•Marketing communications

• Advertising, SEO, paid Search, Seeding, PR, Social media

•Launch

•Operations

•Metrics

Define the World

• Story

• Experience

• Audience

• Platforms

• Goal1

• Execution

Define the Story

• Premise

• Themes

• Characters

• Locations

• Periods

• Objects

• Factions

• Hierarchies

Define the Experiences

• Goals

• Gaming2

• Role-playing2

• Exploring2

• Observing2

Define the Execution

• Timing

• Events

• Platforms

• Pacing

5. Write synopsis

• Premise

• Themes

• Characters

• Conflict

6. Develop

Synopsis into Scenes

• Information revealed

• Character development

• Audience quests

7. Design the Engagement

• Personalization

• Actions

• Teams

• Pacing

• Motivations

• Immersion

7. Design the Engagement

• Personalization

• Actions

• Teams

• Pacing

• Motivations

• Immersion

6. Develop

Engagement into Scenes

• Information revealed

• Audience quests

• Character development

5. Write synopsis

• Premise

• Themes

• Characters

• Conflict

8. Design the Interaction

• Platforms

• Media

• Out-of-World

• In-World

• Block diagrams

• User Journey

• platforms

• phases

9. Design the Operations

• Editorial process

• Legal process

• Social media guidelines

• Community management

• Escalation

• Metrics

What will the audience do? How will they be engaged?

Gaming Role-playing

Observing Exploring

THINK

FEEL

DO

Moral dilemmas, meaningful choices

Role-play,provide building blocks

Reflection, consideration Exploring, discovering

Tweet #PASSION

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #WISDOM

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #REALITY

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #FREEDOM

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

On

line

On

Lo

cati

on

HEAD HEART

EGO SOUL

Transbay “Connected Cities”

+ Uncertainty A

- Uncertainty A

+ Uncertainty B- Uncertainty B

FutureStory 1

FutureStory 2

FutureStory 3

FutureStory 4

Original price: $1.

Final price: $88.

http://significantobjects.com

We sold $128.74 worth of thrift-store junk

for $3,612.51$128.74

Investment

$3612.51Return

“Life is not measured by the number of breaths we take,

but by the number of moments that take our breath away”

Taking the consumer on an

emotional journey goes from

moment to moment

Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

@robprattenRobert@tstoryteller.comEurope: +44 207 193 4567USA: +1 415 287 4150