Transmedia Project Reference Guide (bible)

Project Reference Guide (Bible)

www.transmediastoryteller.com

Template 1.0 6th June 2010

http://www.transmediastoryteller.com/

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Table of Contents

1 Management Summary.......................................................................................................................................6

2 Project Definition................................................................................................................................................6

2.1 Goals...........................................................................................................................................................6

2.2 Scope..........................................................................................................................................................6

2.3 Success criteria...........................................................................................................................................6

2.4 Target audience..........................................................................................................................................6

2.4.1 Definition................................................................................................................................................6

2.4.2 Where they gather.................................................................................................................................6

2.4.3 Quality expectations...............................................................................................................................6

2.4.4 Engagement...........................................................................................................................................6

2.5 Business case..............................................................................................................................................6

2.6 Team...........................................................................................................................................................6

3 Project Development..........................................................................................................................................6

3.1 Synopsis......................................................................................................................................................6

3.2 Concept......................................................................................................................................................6

3.3 Plot & premise............................................................................................................................................7

3.4 Principal characters & cast.........................................................................................................................7

3.5 Art direction................................................................................................................................................7

3.6 Platform Actionn Chart...............................................................................................................................7

3.7 Design summary.........................................................................................................................................7

3.8 Bespoke technical development.................................................................................................................8

3.9 Business model...........................................................................................................................................8

3.10 Licensing & copyrights................................................................................................................................8

3.11 Community management...........................................................................................................................8

4 Project Design.....................................................................................................................................................8

4.1 Timeline......................................................................................................................................................8

4.2 Languages & geo-restrictions.....................................................................................................................8

4.3 Touchpoints................................................................................................................................................8

4.3.1 Offline.....................................................................................................................................................8

4.3.2 Online.....................................................................................................................................................8

4.3.3 Mobile....................................................................................................................................................8

Page 3 of 13 Robert Pratten http://twitter.com/zenfilms

http://twitter.com/zenfilms


4.4 Calls to action.............................................................................................................................................8

4.5 Scheduled content....................................................................................................................................10

4.6 Event-driven content................................................................................................................................10

4.7 Interactivity..............................................................................................................................................10

4.7.1 Desktop................................................................................................................................................10

4.7.2 Mobile..................................................................................................................................................10

4.7.3 Performance.........................................................................................................................................10

4.8 Gaming.....................................................................................................................................................10

4.8.1 Puzzles..................................................................................................................................................10

4.8.2 Levels....................................................................................................................................................10

4.8.3 Leaderboards.......................................................................................................................................10

4.8.4 Rewards................................................................................................................................................10

4.9 Asset list...................................................................................................................................................10

4.10 Platforms..................................................................................................................................................11

4.11 Capacity planning.....................................................................................................................................11

4.12 Merchandise.............................................................................................................................................11

4.13 For brand clients: Integrated Marketing Communications.......................................................................11

4.13.1 Advertising.......................................................................................................................................11

4.13.2 Public relations.................................................................................................................................11

4.13.3 Direct marketing..............................................................................................................................11

4.13.4 Interactive........................................................................................................................................11

4.13.5 Social media.....................................................................................................................................11

4.13.6 Sales promotion...............................................................................................................................11

4.14 For entertainment clients: Audience Building..........................................................................................11

4.14.1 Owned Media..................................................................................................................................11

4.14.2 Paid Media.......................................................................................................................................11

4.14.3 Earned Media...................................................................................................................................11

4.15 Execution..................................................................................................................................................11

4.16 Controls....................................................................................................................................................11

4.16.1 Real-time analytics...........................................................................................................................12

4.16.2 Measurement..................................................................................................................................12

4.16.3 Escalation.........................................................................................................................................12

5 Mythos..............................................................................................................................................................12

5.1.1 Characters............................................................................................................................................12




5.1.2 Timeline – events, wars, treaties..........................................................................................................12

5.1.3 Topography & maps - locations/states/cities.......................................................................................12

5.1.4 Population............................................................................................................................................12

5.1.5 Culture..................................................................................................................................................12

5.1.6 Religion.................................................................................................................................................12

5.1.7 Language..............................................................................................................................................12

5.1.8 Economy...............................................................................................................................................12

5.1.9 Science & Technology...........................................................................................................................12

5.2 Series synopsis and arcs............................................................................................................................12

5.3 Future stories............................................................................................................................................12

6 Project Delivery.................................................................................................................................................13

6.1 Audience building.....................................................................................................................................13

6.2 Production................................................................................................................................................13

6.3 Implementation........................................................................................................................................13

6.4 Testing......................................................................................................................................................13

6.5 Launch......................................................................................................................................................13

6.6 Operation.................................................................................................................................................13

6.7 Measurement...........................................................................................................................................13




1 Management Summary

2 Project Definition

2.1 Goals

2.2 Scope

2.3 Success criteria

2.4 Target audience

2.4.1 Definition

2.4.2 Where they gather

2.4.3 Quality expectations

2.4.4 Engagement

2.5 Business case

2.6 Team

3 Project Development

3.1 Synopsis

3.2 Concept




3.3 Plot & premise

3.4 Principal characters & cast

3.5 Art direction

Description of director’s vision, mood boards and mise en scène.

3.6 Platform Actionn Chart

3.7 Design summary

STORY AUDIENCE PLATFORMS BUSINESS MODEL EXECUTION




3.8 Bespoke technical development

3.9 Business model

3.10 Licensing & copyrights

3.11 Community management

4 Project Design

If project is in several phases then consider creating new Level 1headings such as

4. Project Design: Phase 1

5. Project Design: Phase 2

4.1 Timeline

4.2 Languages & geo-restrictions

4.3 Touchpoints

This should list all the places that the audience will interface with the entertainment. It should include URLs, addresses and maps, local contact or event organizer, dates and times when the touchpoint is to be available.

4.3.1 Offline

4.3.2 Online

4.3.3 Mobile

4.4 Calls to action

Insert table like this example.

Audience Experience Call To Action Reward1 John and fellow Rainbow Freedom Fighters

perform spontaneous dance performances around the country in public spaces such as shopping malls and precincts.

John hands out business cards containing a URL to the History of Colour Wars website.And Twitter ID with #RFF tag?

Arrive at (2)

2 The History of Colour Wars website contains:




VideosOur videos of dance performanceUploaded user-generated videos Offer of prize for the

best videoWhat’s the prize and who’s providing it?

Rabbit holes:The Rainbow Fighters Call to Arms How is this URL

provided from the HoC website?

Arrive at (3)

A Hacked Government Website with the Leader’s Mission and his targets (3)

How is this URL provided from the HoC website?

Arrive at (4)

MythosThe Rainbow Cause

How-to informationHow to create your own flash dance event

Rebel TVuStream embedded player for broadcasting of live events (see 6. and possibly 1. Where possible)

Social media sites

Facebook Standard logo ?

MySpace Standard logo ?YouTube Standard logo Other people’s videos?

Twitter (for which charaters?) Special graphic? Why follow? Updates? Specials?

3 Rainbow Fighters Call to Arms website contains:

Mission to crack the Government’s security

How is this mission revealed/ presented?

Mission destroy John and his Gang’s identity records


Mission disrupt the Government’s plans for their next attack


4 Government website that must be hackedSecurity hacked What’s the puzzle? Graphic novel #1Identity destroyed What’s the puzzle? Graphic novel #2Plans disrupted What’s the puzzle? Graphic novel #3

5 Graphic novelsNovel #1 contains story about…?? Final panel of novel

contains longitude of cinema (6)

Longitude

Novel #2 contains story about…?? Final panel of novel contains date and time of cinema

Date & time




screening (6)Novel #3 contains story about…?? Final panel of novel

contains latitude of cinema (6)

Latitude: all information for next event now available.

6 Cinema screening of “Fight or Flight” which is also broadcast across web (see 2.5)

END

4.5 Scheduled content

This is content for which you can give dates and times. Each item should have a date & time for publication, a project deadline for when they need to be ready and a person responsible for making it happen.

4.6 Event-driven content

This is content made available at no specific date and time but instead when a particular “event” happens such as the solving of a puzzle or when a video reaches x number of views or when the community website has x members.

Each item should have the trigger details (what makes this content available), a project deadline for when they need to be ready and a person responsible for making it happen.

4.7 Interactivity

4.7.1 Desktop

4.7.2 Mobile

4.7.3 Performance

4.8 Gaming

4.8.1 Puzzles

4.8.2 Levels

4.8.3 Leaderboards

4.8.4 Rewards

4.9 Asset list




4.10 Platforms

4.11 Capacity planning

What are the requirements for websites in terms of number of simultaneous streams and for physical spaces the occupancy needed or expected. Document typical capacity and any peaks expected including date & time of peaks and expected causes.

4.12 Merchandise

4.13 For brand clients: Integrated Marketing Communications

4.13.1 Advertising

4.13.2 Public relations

4.13.3 Direct marketing

4.13.4 Interactive

4.13.5 Social media

4.13.6 Sales promotion

4.14 For entertainment clients: Audience Building

4.14.1 Owned Media

4.14.2 Paid Media

4.14.3 Earned Media

4.15 Execution

4.16 Controls




4.16.1 Real-time analytics

4.16.2 Measurement

4.16.3 Escalation

5 Mythos

5.1.1 Characters

5.1.2 Timeline – events, wars, treaties

5.1.3 Topography & maps - locations/states/cities

5.1.4 Population

5.1.5 Culture

5.1.6 Religion

5.1.7 Language

5.1.8 Economy

5.1.9 Science & Technology

5.2 Series synopsis and arcs

5.3 Future stories




6 Project Delivery

6.1 Audience building

6.2 Production

6.3 Implementation

6.4 Testing

6.5 Launch

6.6 Operation

6.7 Measurement



Self Improvement

Transmedia Project Reference Guide (bible)