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Mike Knowlton from Murmur and cofounder of Storycode NYC was in Paris on April 7th, here's what he shared with us.
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LESSONS LEARNED
STORY AS SOFTWARE
WHAT WORKED
‣ Promoting a new form (“social film”) as opposed to just a project !
‣ Him, Her and Them was covered in Fast Company and other publications !
‣ Pulling people’s photos into the narrative really freaked them out, that was the “special sauce”
WHERE WE FAILED
‣ Video doesn’t want to be in a box, looks like a stamp and is not cinematic
‣ Lost half of our audience at the Facebook connect button - should have placed more experience before forcing user to Facebook connect
‣ Gave users too many options to interact, after 3 or 4 opportunities they didn’t engage
‣ Didn’t plan for success - we weren’t able to bring this audience to our next project
‣ Didn’t plan for ongoing support and sunsetting project
‣ Missed the special sauce
WHAT WORKED
‣ User Generated Content program engaged with “super fans” and gave them something to share and promote !
‣ Social Music Video premiered on Rolling Stone - a first for the band
‣ Created a special poignant video that could be personalized
WHERE WE FAILED
‣ Created a tool that only true super fans used - what about casual fans or new fans? !
‣ Despite clear instructions users still uploaded garbage - could only use about 30% of the photos that were uploaded
LIVE IMMERSIVE / INTERACTIVE THEATER EVENT
‣ ACT 1 - Non-linear exploration, like a carnival or party !
‣ ACT 2 - Live Theater performance of secretive cult ritual with audience agency
‣ ACT 3 - Interactive Feature Film that responds to the audience.
ACT 1Side Missions
Video Testimonials
Soul Readings Secret Society
ACT 2
Live Cult Initiation Ritual
ACT 3
Interactive Feature Film
WHAT WORKED
‣ The audience wants to play, they want agency !
‣ Each run is an incubator for testing new ideas, highly iterative
‣ Unique business model for a film - theater licensing model
‣ Games as interface on fictional world
‣ People want to come back, multiple viewings to experience everything
‣ Designed for groups - with various levels of interaction
WHERE WE FAILED
‣ Better communicate to the audience WHAT EXACTLY this experience is !
‣ “Where’s the movie?”
‣ Still seeking a non-intrusive method to add interactivity to a cinema experience
!!
WHAT WORKED
‣ Hackathon model works! !
‣ Prototype created in POV Hackathon, project launch 2 months later, selected to be in Tribeca Film Festival 2 months afterwards. !
‣ Much larger audience exposed to the story (tens of thousands for the online component vs. hundreds for the film)
‣ Seasonal release/episodes worked to re-engage people
‣ Linear audio with non-linear image slideshow/interactive experience works
‣ Aatsinki Perspective in Finnish helped support it was their perspective
WHERE WE FAILED
‣ Social media must engage !
‣ Don’t use Hackathon code for production - start over !
!!
CURRENT PROJECTS
LESSONS LEARNED SUMMARY
‣ Web video wants to be full screen/bleed !‣ Make interactivity special, limited and important
!‣ Plan for success
‣ Plan for support/maintenance and project sunsetting
‣ Give context to new types/forms of narrative experience
‣ Social media must engage
‣ Don’t use hackathon code for production
