participation for interactive narratives
DESCRIPTION
This is my part of the presentation given at SXSW 2011 on Interactive NarrativesTRANSCRIPT
Interactive NarrativesParticipation: Why, What & How
Robert PrattenCEO, Transmedia Storyteller.com
Summary
• Leave a door open
• Good stories work with or without interactivity
• Build on what you know
• Structure for enthusiasm
Why bother with participation?
• The business case– lower costs
• marketing is integrated into the product (as it should)
– increased sales• social recommendation & spread• empowerment of advocates
– engagement is measurable
• The creative case– audience interaction is thrilling and addictive
How do I do it?
• Objective:– Make it easy
– Make it worthwhile and meaningful
• Steps– Sketch the experience you want to create
(consider artistic and commercial scenarios)
– Layer your story for different levels of enthusiasm such that it works for the lazy and rewards the fan
Make it easy
Incentivize participation
Layering your story
Additional content for fans
Content for attraction
Layers united by story
Examples
• Lowlifes.tv – solo participation– QR codes offer additional subplot– email-based (alternative reality) game
• HorrorUnlimited short story– play with friends– two-player twitter game
• 3 Interactive Pigs– play in teams– multiplayer interactive storytelling
3 Interactive Pigs
• Strong authorship (story is on rails) but…• Audience decides outcome at plot points
– House of Straw, House of Sticks, House of Bricks• Pigs vs Wolf – you decide! • Do the pigs live or die? • Why bother?
– Fun to create and fun to play– Facilitate social play which
• strengthens relationships• raise awareness of other (paid) media
– Reward fans
3 Interactive Pigs in Layers
Layered engagement
Call To Action
Poking friends
Matchword used to trigger Conducttr - tells @BigBadWolf_2011 to send a tweet to these friends
Summary
• Leave a door open
• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm
• Lower costs• Increased sales
Next steps
Start writing for interactivity: www.tstoryteller.com
Robert PrattenCEO TransmediaStoryteller.com
@robpratten or @tstoryteller