Upload
transmedia-storyteller-ltd
View
493
Download
0
Tags:
Embed Size (px)
Citation preview
ARGFest 2012 Toronto 27th Jul 2012
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Future Storyworlds: Building a Pervasive Entertainment Platform
transmedia production tool to deliver personalized, cross-platform experiences that drive conversation and
engagement. It's cheaper, faster, scalable & manageable and there's no coding.
Transmedia storytelling
Narrative Gaming
Social Networking
Participation, Conversation
Rewards Levels Collaboration Competition
Characters Plot Events Things
Patient 0
http://www.pozible.com
http://irlshooter.com/
Conducttr – Under the Hood
Control Layer
Content Layer
Real World
Conducttr: Pervasive Entertainment Platform
Broadcast & reply emails, Tweets, SMS Publish blog posts, videos, images, Facebook updates
Events – when “stuff” should happen Actions – personalization of experience
Audience
Under The Hood - Audience
Individual
Audience
Community
Audience is viewed as: • individual (just you) • community (everyone) • group (segments of everyone)
Individual Everyone Groups
Audience variables
Contact Details
Groups
Custom Fields
Email Twitter Mobile
Language? Level? Trait?
Health? Stamina? Power
Community-level personalization
Individual –level personalization
NB: Custom Fields also available for other entities such as Characters and Touchpoints
Alien encounter readiness (SMS)
TEST your readiness for alien encounters! Reply TEST to answer two questions that will reveal more about yourself than you knew!
– Q1: You suffer an alien abduction but are returned to Earth. What do you do? Reply keep SECRET or GO PUBLIC
– Q2: You find yourself impregnated with an an alien child. What do you do? Reply give BIRTH or KILL it.
(575) 208 5005
Results create personalize experience
You are a PERFECT HOST for alien explorers. Your willingness to
keep an alien lovechild and tell nobody has been noted and will
be rewarded.
You are an EXHIBITIONIST who seeks celebrity in two solar
systems. We are wary of you but we may use you if it suits our
cause.
You are a SILENT RECLUSE. You crave alien attention but are
afraid to show your affection.
You are an EARTH WARRIOR - ready to make a stand against alien invasion and exploration.
You are not to be trusted.
SECRET PUBLIC
BIRTH
KILL
Engagement Goal: delight each individual with personalized, surprising, evolving content
community-driven story evolution
Control Layer
Content Layer call to action
action
personalization
Real World community action
Individual
Audience call to action
Community
Conducttr
Invite the world into your World
Trailer or Website
Description
Date & time information
The platforms the World lives on
Connected experience
Audience
Your Story/Experience Native cross-platform experience written without code to run from the cloud on social networks (and on other sites such as tablet apps, social games, consoles, forums etc. via Conducttr API with coding)
Metrics
• Marketing budget = $0
• Production budget = $500
• Total Net Kindle Revenue (2011) = $1748
• Total shipments on Kindle Jan 1st to Dec 31st 2011 = 972 (retail price at Amazon.com $2.94)
• Number of people connecting to Lauren Ortega on email = 83 = 9% of total sales
• Video views of Episode 1 (Jan 1st to Dec 31st 2011) = 4727
Sales vs Social Media (Lowlifes)
Nb: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also included email, Twitter, Facebook etc.
Participation = ability of audience to change or contribute to the story-experience Gaming = audience has goal, use of puzzles, game mechanics (trophies, levels, leader boards etc.)
Story = importance of narrative, depth of world & degree of authorial control Real-world = extent to which story-experience pervades real locations & times, real people & events
Story (strength, depth & authorial
control)
Gaming (goals, puzzles, challenges, trophies)
Co-creation (contribute, change, co-create)
Real-world
(pervasive, built around fact)
Mask of the Red Death Online
Psychophol experience
Wastelander experience
Web series
Tarot Cards
Real World
Event: Festival Screening
Mobile app
DVD release
Story
Gaming Co-creation
Real-world
Feature film
Audience participation opportunities
What will the audience do? How will they be engaged?
Companion Actor
Outsider Observer
THINK
FEEL
DO
Moral dilemmas, meaningful choices
Role-play, provide building blocks
Reflection, consideration Exploring, discovering
Participation for MskRD
Companion Actor
Outsider Observer
THINK
FEEL
DO
Wastelander experience
Psychophol experience
Tarot Cards
Web Series
Transmedia Storyteller Ltd http://tstoryteller.com
USA: +1 415 287 4150
Europe: +44 207 193 4567