Interactive NarrativesParticipation: Why, What & How

Robert PrattenCEO, Transmedia Storyteller.com

Summary

• Leave a door open

• Good stories work with or without interactivity

• Build on what you know

• Structure for enthusiasm

Why bother with participation?

• The business case– lower costs

• marketing is integrated into the product (as it should)

– increased sales• social recommendation & spread• empowerment of advocates

– engagement is measurable

• The creative case– audience interaction is thrilling and addictive

How do I do it?

• Objective:– Make it easy

– Make it worthwhile and meaningful

• Steps– Sketch the experience you want to create

(consider artistic and commercial scenarios)

– Layer your story for different levels of enthusiasm such that it works for the lazy and rewards the fan

Make it easy

Incentivize participation

Layering your story

Additional content for fans

Content for attraction

Layers united by story

Examples

• Lowlifes.tv – solo participation– QR codes offer additional subplot– email-based (alternative reality) game

• HorrorUnlimited short story– play with friends– two-player twitter game

• 3 Interactive Pigs– play in teams– multiplayer interactive storytelling

3 Interactive Pigs

• Strong authorship (story is on rails) but…• Audience decides outcome at plot points

– House of Straw, House of Sticks, House of Bricks• Pigs vs Wolf – you decide! • Do the pigs live or die? • Why bother?

– Fun to create and fun to play– Facilitate social play which

• strengthens relationships• raise awareness of other (paid) media

– Reward fans

3 Interactive Pigs in Layers

Layered engagement

Call To Action

Poking friends

Matchword used to trigger Conducttr - tells @BigBadWolf_2011 to send a tweet to these friends

Summary

• Leave a door open

• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm

• Lower costs• Increased sales

Next steps

Start writing for interactivity: www.tstoryteller.com

Robert PrattenCEO TransmediaStoryteller.com

@robpratten or @tstoryteller