the new breed of storytellers
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THE NEW BREED OF STORYTELLERSBy Ken Bautista
SMPIA Showcase 2009
by salvege
INTRODUCTION.
TRANSMEDIA.
WELCOME TO THE CIE.
THE NEW BREED.
Q&A.
INTRODUCTION.
Interactive creative director @ Hotrocket and RED
Founder and CEO of CIE: Seek Your Own Proof, an online community for kids ages 8-12.
U of A Education grad, 1999
Organizing chair of Startup Edmonton, artsScene Edmonton, TEDx Edmonton, and Digital Alberta
President/ChairDigital AlbertaartsScene EdmontonStartup EdmontonTEDx Edmonton
Board/Advisory MemberAlberta Film Advisory CouncilnextMEDIABan! New Media InstituteCanadian Interactive AllianceCanadian Heritage Trade Team for New Media
Jury MemberCanadian New Media AwardsAMPIA AwardsOntario Media Development Corporation
Speaker/PanelistnextMEDIA, Ban! Television FestivalHong Kong Digital Entertainment Leadership ForumBan! New Media InstituteVancouver International Digital Festival
Fast Growth Grand Prize WinnerTEC VenturePrizeAlberta
Best of ShowFusion Digital Media Venture ForumVancouver
Winner, Pitch It!KidScreen International SummitNew York
Marketing Award of DistinctionAlberta Business AwardsAlberta
Most Promising CompanyCanadian New Media AwardsToronto
TELUS Innovation Fund RecipientCanadian Film CentreToronto
TRANSMEDIA.
Transmedia entertainmentuses multiple media platforms to immerse and activate mass audiences in a narrative driven universe.
An evolution in interactive storytelling
Linear narrative
Only story, driven by creator/producer. Single media platform.
Branching narrative
Lots of story, little interactivity. Paths predetermined by creator/producer.
Transmedia narrative
Lots of story, lots of interactivity. Narrative influenced by both audience and creator/producer.
Entertainment as a shared experience
Passive participationSit back and watch the story unfold
Active participationPlay a role in driving
and influencing story
Individual experienceExperience entertainment by yourself
Social experienceShare the experience with others
ARGs
MMOs
Casual multiplayer
games
TV
VOD
iTV
Single player games
Mass audience, active
participation, sustained narrative
Forums
Webisodes
1. Content is originated by one or few visionaries.
2. Cross-media rollout is planned early in life of franchise.
3. Content is distributed to three or more media platforms.
4. Content is unique and not repurposed across platforms.
5. Content is based on single vision for story world.
6. Effort is vertical across company, third parties and licensees.
7. Rollout features audience participatory elements.
- Jeff Gomez, Starlight Runner Entertainment
Defining characteristics of transmedia
From Fast Company, May 2008
WELCOME TO THE CIE.
CARMEN SANDIEGO (1985-2001)
• Media franchise that taught geography, history, and science to over 18 million kids
• Brand in market for over 15 years
• #1 educational software line for kids ages 9-14
• Universal appeal and popularity with kids, parents and teachers
• Over 1 million licensed products sold yearly
• Product known in over 30 countries
CONFIDENTIAL / CIE, Central Institute for Exploration and Seek Your Own Proof are copyrights of Rocketfuel Productions Inc. Last updated: Oct 2009
1. Transmedia approach to building a kids brand
2. Sustainable narrative that doesn’t rely on broadcast as driver
3. Social community play within a safe online environment
4. Integrate real world activity
5. Smart entertainment
6. Clear path to revenue via subscription and licensable IP
OUR GOALS
Real world activities at museums and historic locations
$9.95 per book sold at retailEnhanced o!ine experience
An original brand and narrative universeStory driven experience
Subscriptionbased online community
$4.95 per month$49.95 per yearCore community experience
THE CIE EXPERIENCE
THE NEW BREED OF STORYTELLERS.
Joss Whedon
01
The new breed of creative will win.
Know next gen audiences.
by The Lightworks
02
Be everywhere audiences are.
by kk+
03
Create shared experiences.
XBOX Live 1vs100
04
Embrace and respect the crowd.
by Ms. Abitibi
05
Think brand. And then own it.
06
Brand and narrative must be extensible.
Blast map from "Lost"
07
All parts have relevance.
Graphic novels from "Heroes"
08
Monetizing is making stu! that people buy.
by havchr
09
Stay hungry, stop crying, and hustle.
by jerryballoch
10
stitchmedia.ca
phantomcompass.com
thesecretlocation.com
fourthwallstudios.com
campfiremedia.com
starlightrunner.com
smithandtinker.com
narrativedesign.org
cross-mediaentertainment.com
patriciahandschiegel.tumblr.com
Transmedia peeps you should talk to
Q&A.
THANKS.CEO & Creative Director / Seek Your Own Proofken@seekyourownproof.com
Associate Creative Director, Interactive / RED The Agencykbautista@redtheagency.com
Mobile: 780 993 8794Twitter: @kenbautistaLinkedIn: www.linkedin.com/in/kenbautistaFacebook: www.facebook.com/kenbautista
seekyourownproof.comredtheagency.comkenbautista.com
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