BY TIM WRIGHT

timw@xpt.com

CROSSPLATFORM WRITING

CROSSPLATFORM WRITING

WHAT PLATFORMS?

WEB+

WIRELESS

THE DIFFERENCE

THE MOVIE

THE GAME

MERCHANDISING PR & MARKETING

FRANCHISING & FORMATTING

TRADITIONAL TRANSMEDIA

‘SIMPLE’ CONVERSIONS

‘COMPLEX’ CONVERSIONS

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

CHOOSING SOFTWARE

for the girl who stole my ice cream in 1973

NOODLING

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

PERSONALISATION

Webcam & Email Drama

ONLINE CAROLINE

87% episode on episode retention rate

500,000 Impressions

2,500 emails to Caroline per month

100+ ansaphone messages per week

66,500 episodes viewed a month

7 average page views per episode

11,000 hours online at 10 minutes per episode in month 1

£0 marketing spend

Promoted on the Freeserve home page for approximately a week

“CAROLINE – BIG COMMISERATIONS ON YOUR

BURGLARY! DO YOU KNOW THAT IT WAS ALL SET

UP AS „EXTRA ENTERTAINMENT‟ FOR

VIEWERS?...”

“I‟VE LET THE POLICE KNOW BUT THEY WEREN‟T

REALLY ABLE TO DO ANYTHING COS I DON‟T KNOW

YOUR ADDRESS.I PHONED THEM AGAIN BUT THEY

STARTED GETTING A BIT SHIRTY.”

ONLINE CAROLINE

WHO THE HELL ARE YOU AND WHY

HAVE YOU BEEN SENDING

MESSAGES TO MY DAD? HE HAS

GOT MY MUM AND WOULD NOT

WANT ANYONE ELSE!

ONLINE CAROLINE

Virtual Gift-Giving Service

INCREASED ONLINE TIME

PERSONALISATION & TRACKING

SPONSORSHIP & MARKETING

MOBILE APPLICATIONS

REAL GIFT GIVING

IT3C

“AN AQUARIUM 250CM X 100CM X 100CM”

“A REALLY RICH CHOCOLATE CAKE, A REALLY

RICH HUSBAND, A TELEPHONE THAT WORKS IN THE

SHOWER, A HUSBAND THAT WORKS IN THE SHOWER,

A REALLY BIG DIAMOND RING, BIGGER BOOBS,

DID I ALREADY MENTION CHOCOLATE CAKE?”

“HER BACK”

IT3C

XPT

http://uk.youtube.com/watch?v=ThIOzDwBRZ4

http:/www.xpt.com

• Lonelygirl15

• Kate Modern

• Sophia’s Diary

• Anna’s Phone

ONLINE CAROLINE

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

JOINING UP THE DOTS

ONLINE CAROLINE

BBC CASTAWAY

TODAY

THE TELECTROSCOPE

IN SEARCH OF OLDTON

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

THE RETURN PATH

REMIXING

REPURPOSING

Participative Blog Fiction

ARTS RESEARCH & EDUCATION

WORKSHOPS & PERFORMANCES

PLAYING CARDS

BBC RADIO BROADCAST

IN SEARCH OF OLDTON

DEAR TIM,

DO YOU REMEMBER THE ALLOTMENTS?

I CAN'T PLACE THEM ANYWHERE BUT

OUR UNCLES AND OUR GRANDADS HAD

THEIR SHEDS THERE, WHERE OLD

PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS

FLASKS GAVE OFF A SCENT OF SUGARED MILK.

WE ATE PEAS THERE, FROM THE POD.

“THIS PARK BENCH LOOKS REMARKABLY LIKE

THE ONE IN YOUR FIRST OLDTON PICTURE. I

USED TO HANG OUT ON IT WHEN I WAS A BORED

TEENAGER WITH NOTHIN BETTER TO DO THAN

DRINK CIDER, SMOKE MENTHOLS AND SNOG THE

LOCAL BOYS (THERE WAS A BOY CALLED TIM

BTW WHO I REALLY FANCIED)”

USER GENERATED CONTENT

“I MET A LADY LAST YEAR WHO TOLD ME

TO WRITE YOUR NAME ON A PIECE OF

PAPER, ATTACH IT TO A BALLOON, AND

THEN LET GO.INSTEAD I MADE YOU A

ROOM, PLAYED YOU SONGS, GOT DRUNK AND

IMAGINED YOU WALKED IN AND GAVE ME

YOUR JUMPER TO WEAR.”

“OLD MISS SEEWOOD, OVER

150 YEARS OLD AND LIVED BY

THE RIVER. SHE CAUGHT ME

THROWING STICKS AT HER

HORSE CHESTNUT TREE AND

INVITED ME IN TO HER

COTTAGE. THINKING SHE WAS

A WITCH I AGREED.”

IS THIS MY DAD HARD

AT WORK IN THE BRUSH

FACTORY AS A LAD,

MAYBE?

MIXED MEDIA

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

PLAY

PARTICIPATION

Web 2.0 Play

(MEANINGFUL?) WEB 2.0 CONTENT GENERATION

PERFORMANCES & EVENTS

WORKSHOPS & EXHIBITIONS

GAMES & COMPETITIONS

ARGs!?

GOLF ON THE MOON

TALK LIKE AN ASTRONAUT

BE SHORT, SHARP & CONCISE IN ALL

COMMUNICATION

WRITE DOWN AN EXAMPLE OF THE QUICKEST WAY TO

SAY SOMETHING IMPORTANT…

Delete - other - you -

FIRE!Say again. Over.

DON’T SING!

GOLF ON THE MOON

BUILD ME A ROCKET

BRICK BY BRICK

GOLF ON THE MOON

TURN MAJOR TIM

INTO YOUR TOY

GOLF ON THE MOON

DESIGN & PLAY YOUR

OWN MOONGOLF HOLE

GOLF ON THE MOON

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

MOBILITY

DRAMA EVERYWHERE

ON THE MOVEIN YOUR POCKETUP YOUR STREET

MOBILITY. PROXIMITY.

WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA

ADD YOUR STUFF, FIND YOUR FRIENDS.

S T I C K Y O U R O W N S T U F F O N M A P SM A K E T R A I L S F O R O T H E R P E O P L E

F I N D S T U F F N E A R Y O U

C H E C K O U T T H E L O C A L A C T I O N .

W A T C H S C E N E S T H A T R E L A T E T O W H E R E Y O U A R E

R I G H T N O W

rate scenes & routes

leave comments,

make judgements,

suggest & write new scenes

lure characters into locations

watch characters & storylines come to life near you

your input changes the route

BRING THE DRAMA TO YOU.

BROADCASTERSBBC, C4, ITV, SKY, MTV, DISCOVERY, ENDEMOL, ALL3MEDIA

MOBILE OPERATORSVODAFONE, ORANGE, T-MOBILE, 02

ISP & WEBGOOGLE, YAHOO, MSN, BEBO, MYSPACE

TELCOSBT, CARPHONE WAREHOUSE, VIRGIN

GAMESSONY, NINTENDO, MICROSOFT, EA

OBVIOUS MARKETS

RETAILERSTESCO, ICELAND, OCADO, MCDONALDS

HARDWARE MANUFACTURERSSONY, NOKIA, HP, LOGITECH, APPLE

ADVERTISERSBMW, SMIRNOFF, NIKE, GUINNESS

PRINT PUBLISHERSPENGUIN, NEWS INTERNATIONAL, IPC, GUARDIAN

HOME SERVICE PROVIDERSBRITISH GAS, OCADO, NATWEST

LESS OBVIOUS MARKETS

EDUCATIONDIGITAL CURRICULUM, CREATIVE PARTNERSHIPS, TEACHERS TV, AHRC

PUBLIC FUNDSDTI/DCMS, NESTA, ARTS COUNCIL, FILM COUNCIL,

WELCOME FOUNDATION, NATIONAL HERITAGE

INDEPENDENT WEBYOUTUBE CHANNELS, HABBO HOTEL, WoW

USER GENERATED CONTENTFLICKR, TYPEPAD, LIFEBLOG, 4DOCS

PUBLIC SPACESTHEATRES, MUSEUMS, TRAIN STATIONS, SPORTS ARENAS, SHOPPING CENTRES

INDEPENDENT MARKETS

TELEVISION & FILMNEWS – SPORT - RADIO – DOCUMENTARY - DRAMA

MOBILEVOICE – TEXT – MUSIC – GAMES – PHOTOS – CLIPS – WEB - SEARCH

BROADBAND WEBVIDEO – ANIMATION – AUDIO - COMMUNITY – MMP GAMES - ARGS

CONSOLE GAMESRPG – SHOOT ‘EM UP – SPORTS – SIMULATION - SONG & DANCE - CASUAL

-

OBVIOUS GENRES

CROSS MEDIA/HYBRIDSTREASURE HUNTS – CONSPIRACY THEORIES –

PARLOUR/PLAYGROUND GAMES – MUSIC/AUDIO/RADIO

PRINTJIT PUBLISHING – PERSONALISED PRINTING – PHOTOS

LIVE PERFORMANCEMUSIC – THEATRE – SPORT - FUNPARKS

TEENS/EDUCATIONDIGITAL CURRICULUM – GAMES – DOCUMENTARY – TOOLS & SERVICES

LESS OBVIOUS GENRES

USER GENERATED CONTENT

ALTERNATE REALITY GAMES

VIDEO EVERYWHERE

LOCATION/SITE SPECIFIC

WEARABLES/MAKABLES

ARTIFICIAL INTELLIGENCE

ROBOTICS

THE FANCY STUFF

Video Production & EditingSound & Music Production

Scriptwriting & EditingInteractive Copywriting

2D/3D Design (HTML/Graphics/Interface/Branding)Flash Animation

Interaction & Games DesignMobile DevelopmentHTML ProgrammingServer Programming

Middleware ProgrammingTechnical Testing

User TestingHosting Services

SMS ServicesCommunity Management & Moderation

Sales & MarketingPackaging & Distribution

Financial & Legal ManagementProject Management

THE TEAM YOU MIGHT NEED

Project SummaryKey Features

PlatformTarget Market

Sample ScriptVisual Treatment

Basic Walkthrough2 x User Scenarios

Cost Summary + Detailed Budget

Project Value/Revenue OpportunitiesRights

Past ProjectsProduction Partners

Resource/Asset ListFunctional SpecTechnical Spec

SoftwareWeb Pitch/Canned Demo

DOCUMENTATION

The Author

Software: GoLive, PhotoShop, Flash…

Services: Web hosting, trAce forums, Typepad, Printing, Paypal

Funders: Writers for the Future/4Learning

Output: Workshops, Training, Skills Development,

Playing Cards, Radio Drama,

Net Traffic, Community Building

The Audience!

A SIMPLER APPROACH

WRITING FOR DIGITAL MEDIA

CHANGES THE WAY YOU WRITE

WRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTPERSONALISATION

JOINING UP THE DOTSMAKING PEOPLE CLICK

WORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)

BEING USEFUL

PLAY & PARTICIPATIONPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYREMIXING, REPURPOSING

ENTERTAINING RESPONSIVERESPONSIBLE

INCLUSIVEPLAYFUL

CONTEXT SENSITIVE NETWORKED

SOCIAL *AND*

USEFUL

BEING USEFUL

MULTIPLATFORM STORYTELLING FOR SCREENWRITERSPollyanna Lindley on 020 7025 1987

or email pollylindley@01zero-one.co.uk, or apply online at http://www.01zero-one.co.uk/apply_now.htm.

BOOKMARKShttp://delicious.com/timwright1964/zero1

BLOGhttp://timwright.typepad.com/