Open Storyworlds for Brand Marketing

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<ul><li><p>Open Storyworlds for Brand MarketingDIYDAYS LA</p><p>Friday 28th October 2011, Los Angeles</p><p>Robert PrattenCEO &amp; Founder, Transmedia Storyteller Ltd</p></li><li><p>Robert PrattenCEO &amp; Founder, Transmedia Storyteller Ltd</p></li><li><p>This presentation</p><p> Applying transmedia storytelling to commercial problems</p><p> Why open storyworlds are great for brand experiences</p></li><li><p>Brand options in entertainment Product placement </p><p> product is dropped into shot; better if product benefits integrated into story</p><p> Branded entertainment entertainment that aligns with brand attributes </p><p>and reflects brand personality</p><p> Branded transmedia entertainment branded entertainment experience thats co-</p><p>created with consumers; multi-platform; dynamic; engaging</p></li><li><p>Branded Transmedia Experiences</p><p> Telling a story across multiple platforms Built on social media &amp; social networks Co-created with consumers Provides bridges between platforms to get </p><p>consumers to trial product</p><p> Opportunity to be responsive/dynamic Provides new consumer insights</p></li><li><p>How is transmedia storytelling</p><p>important to brands?</p></li><li><p>Integrated Marketing Communications</p><p> Advertising Sales Promotion Events and Experiences Public Relations and Publicity Interactive Marketing Word of Mouth Marketing Direct Marketing Personal Selling</p><p>Opportunity forTransmediaStorytelling</p><p>Can fit within your IMCor utilize the IMC approach</p></li><li><p>Shoppers journey (loop)</p><p> Stu Lewin, BTL Brands @BTLBrands</p></li><li><p>Hierarchy of consumer social needs</p></li><li><p>Rules of engagement</p></li><li><p>Consumer needs vs Brand goals</p><p> Sit back &amp; lean forward</p><p> Online &amp; Offline</p><p> My story, my time vs their story, their time Their story is created through the opportunities, </p><p>tools, content and events I provide through my story</p></li><li><p>Whats the solution?</p></li><li><p>Participation matrix</p></li><li><p>Virtuous circle</p></li><li><p>Open storyworld</p><p> Audience (consumer) free to explore on their own terms time, manner, place.</p><p> Multiple entry points Engagement/exploration</p></li><li><p>Linear story</p></li><li><p>Branching narrative</p><p>decision point alternative endings</p><p>A</p><p>B</p><p>C</p></li><li><p>Open storyworld</p><p>plot point</p><p>character detail</p><p>exposition</p></li><li><p>Linear Campaign + Open Storyworld</p><p>TIME-DEPENDENTCAMPAIGN</p><p>AUDIENCE-DRIVENPARTICIPATION</p></li><li><p>Worlds apart</p></li><li><p>Pervasive entertainment</p></li><li><p>Transmedia storytelling offers:</p><p> Engagement opportunities matched to a range of consumers (expressive, competitive, explorative, collaborative)</p><p> Joined-up thinking Brand narrative Campaign narrative Participation strategy Content strategy Media strategy (paid, earned, owned)</p></li><li><p>The End</p><p>Robert</p><p>@robpratten</p><p>UK: +44 207 193 4567</p><p>USA: +1 415 287 4150</p><p>Slide Number 1Robert PrattenThis presentationBrand options in entertainmentBranded Transmedia ExperiencesSlide Number 6Integrated Marketing CommunicationsShoppers journey (loop)Hierarchy of consumer social needsRules of engagementConsumer needs vs Brand goalsSlide Number 12Participation matrixVirtuous circleOpen storyworldLinear storyBranching narrativeOpen storyworldLinear Campaign + Open StoryworldWorlds apartPervasive entertainmentTransmedia storytelling offers:The End</p></li></ul>