top 5 best practices in transmedia storytelling
DESCRIPTION
Presentation to the Forum Transmidia, Sao Paulo, Brazil. Covers Robert Pratten's top 5 best practices in transmedia storytelling.TRANSCRIPT
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Best Practice in Creating Transmedia Entertainment
Sao Paulo, Brazil Sept 29th 2012
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
@robpratten
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Transmedia Storyteller Ltd “be remarkable”
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Transmedia’s Top 5 Best Practice
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Best Practice in Transmedia Entertainment & Marketing
• Plan for DISCOVERABILITY
• Plan for RETENTION
• Ignite the CORE
• Plan for PARTICIPATION
• Satisfy a range of APPETITES
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Bake in Discoverability
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App for discovery?
Units released in 2011
Movies (US Theatrical)
iOS apps (App Store)
300,000
600
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Discoverability
• Be remarkable – relevant
– resonant
– right production value
• Be spreadable – empower advocates
– free, giftable
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Tell stories on social media
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Facebook discoverability
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Incit
Incitement Bristol,UK 2012; by splash & ripple
Be surprising, playful and live?
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Be Sticky
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Audience types
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TV/Web Series + Open Storyworld
EPISODIC Video
AUDIENCE-DRIVEN PARTICIPATION on SOCIAL MEDIA
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Facebook + TV/Web series Fly Apples Tony Car
Tony
Car
Fly
Old
Brian Richard
Episode 1 : Funeral Episode 2 : Mother’s Day
Script
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Ignite the core
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Empower advocates
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Metrics
• Marketing budget = $0
• Production budget = $500
• Total Net Kindle Revenue (2011) = $1748
• Total shipments on Kindle Jan 1st to Dec 31st 2011 = 972 (retail price at Amazon.com $2.94)
• Number of people connecting to Lauren Ortega on email = 83 = 9% of total sales
• Video views of Episode 1 (Jan 1st to Dec 31st 2011) = 4727
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Sales vs Social Media (Lowlifes)
NB: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also included email, Twitter, Facebook etc.
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Sales vs Social Media (Lowlifes)
Tipping point
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“Big on Facebook/Twitter/LinkedIn”
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Kony 2012
Image from http://krishk.com/2012/04/kony-slactivism-justice/
Ignited core says to curators (with large audiences) “I’m relevant”
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Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/
Plan for Participation
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Audience participation opportunities
What will the audience do? How will they be engaged?
Companion Actor
Outsider Observer
THINK
FEEL
DO
Moral dilemmas, meaningful choices
Role-play, provide building blocks
Reflection, consideration Exploring, discovering
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Satisfy all Appetites
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For the commute to work
Before that night’s show
The TV show
After the show Something for the weekend
The Walking Dead – from snack to feast
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The Roswell Experience Find GPS coordinates of alien landing. Daily question emailed to subscribers for 14 days. Answers unlocked via check-in at local stores and points-of-interest
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Needs deep dive
Snack
Feast
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Alien casual game
You are a PERFECT HOST for alien explorers. Your
willingness to keep an alien lovechild and tell nobody has
been noted and will be rewarded.
You are an EXHIBITIONIST who seeks celebrity in two solar
systems. We are wary of you but we may use you if it suits
our cause.
You are a SILENT RECLUSE. You crave alien attention but are
afraid to show your affection.
You are an EARTH WARRIOR - ready to make a stand against alien invasion and exploration.
You are not to be trusted.
SECRET PUBLIC
BIRTH
KILL
Text ALIEN TEST to (575) 208 5005
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Transmedia’s Top 5 Best Practice
Discoverability
Retention Participation
ignite the Core all Appetites