transmedia storytelling: connected and personalized

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Connected, Personalized Experiences Conectados, experiências personalizadas Forum Transmidia Saturday 10 th 2011, Sao Paulo, Brazil Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten [email protected]

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This presentation argues that characters are the glue that allows audiences to connect with the story across platforms. Using our pervasive entertainment platform, Conducttr, audience activity allows behavioral segmentation to provide audience with personalized experiences. Not only does personalized experience create engagement, it also creates discussion because audience segments discussion and compare their experiences.

TRANSCRIPT

Page 1: Transmedia Storytelling: Connected and personalized

Connected, Personalized ExperiencesConectados, experiências personalizadas

Forum TransmidiaSaturday 10th 2011, Sao Paulo, Brazil

Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

@[email protected]

Page 2: Transmedia Storytelling: Connected and personalized

Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

Page 3: Transmedia Storytelling: Connected and personalized

Today: Experience isn’t connectedHoje: A experiência não está conectado

TV WEB

Page 4: Transmedia Storytelling: Connected and personalized

Vision

• Persistent storyworld• Connected: no more islands of entertainment• Participatory • Integrated social media marketing• Integrated brand sponsorship

• Storyworld persistente• Connected: não mais ilhas de entretenimento

participativa• Integrada de marketing social media• Patrocínio de marca integrada

Page 5: Transmedia Storytelling: Connected and personalized

Story-in-the-CloudNarrativa-na-Nuvem

Character’s live 24/7 in the cloud

Personagem ao vivo 24 / 7 na nuvem

Page 6: Transmedia Storytelling: Connected and personalized

Characters connect experiencePersonagens se conectar a experiência

.. with online

.. with mobile

..between episodes

...com em linha

...com móveis

...entre os episódios

Page 7: Transmedia Storytelling: Connected and personalized

Integrated with Brand Sponsor

Store check-ins Product trialTV Show

• Fan status• Bonus content• Brand rewards

• tatus do ventilador• conteúdo bônus• recompensas marca

experimentaçãodo produto

loja de check-inprograma de TV

Page 8: Transmedia Storytelling: Connected and personalized

Behavioral segmentationSegmentação comportamental

Fans of ShowOs fãs doprograma de TV

Fans of BrandFãs de Marca

Personalized experienceexperiência personalizada

Page 9: Transmedia Storytelling: Connected and personalized

Open storyworld

• Audience (consumer) free to explore on their own terms – time, manner, place.

• Multiple entry points• Engagement/exploration

• Público (consumidor) livre para explorar em seus próprios termos - tempo, modo,lugar.

• Múltiplos pontos de entrada• Engajamento / exploraçãon

Page 10: Transmedia Storytelling: Connected and personalized

Open storyworld : storyworld aberto

plot pointponto da trama

character detaildetalhes personagem fictício

Exposition exposição

Page 11: Transmedia Storytelling: Connected and personalized

TV Series + Open Storyworld

EPISODIC TV

AUDIENCE-DRIVENPARTICIPATION

Page 12: Transmedia Storytelling: Connected and personalized

Summary

• Persistent storyworld• Connected: no more islands of entertainment• Participatory • Integrated social media marketing• Integrated brand sponsorship

• Storyworld persistente• Connected: não mais ilhas de entretenimento

participativa• Integrada de marketing social media• Patrocínio de marca integrada

Page 13: Transmedia Storytelling: Connected and personalized

The End

Robert [email protected]

@robpratten

UK: +44 207 193 4567

USA: +1 415 287 4150