Story Architecture +Storyworld BibleLabAnita OndineToronto, CanadaJanuary 19, 2012
Creative output What to include
Creative output Battlestar Galactica
Creative output HiM / Pandemic
Development Questions• What are you creating?  ‣ core concept / theme /  premise  ‣ ideal way to  communicate  ‣ look & fe...
television          games         film                                                        telephoneweb                ...
A few tips• What is the story you wantto tell?• Who is the audience foryour story?• Explore multiple POVs• Invite particip...
Using Game Mechanics toIncentivize ParticipationLabAnita OndineToronto, CanadaJanuary 19, 2012
Agenda• Engagement• Audience Reach• The Fun Quotient• The Engagement Funnel• Definable & Undefinable Value• Player Types
Story          Game Mechanics                  Core Concept    Media Architecture     ExperienceThe Sandbox Approach Game ...
Player                              Cause  Audience                               Story         Human             CONNECTI...
Recency                 Reach                                          ConsistencyUnique Viewers                          ...
End of Season 4             Start of Season 5   Network website                     SHOW             SHOW                 ...
The Fun Quotient✓ Winning✓ Laughing✓ Feeling Lucky/Unlucky✓ Solving a Mystery✓ Shooting people✓ Feeling stress✓ Banal
Evangelists   EngagedCasual             Business Strategy Participation pyramid
Casual                                  Incremental     Engaged                     choices in your                       ...
BOGO  Buy 10- get-1-free              Definable Value   Win a prize  Virtual                          Randomcurrencies     ...
Geolocational                              Social Connections   Awareness                   IncentivesCelebrity Access    ...
WHO ARE YOU?                             Achiever         Killer                     Human                     Being    So...
WHO ARE YOU?                           Achiever 40%      Killer 20%                   Human                   Being  Socia...
Designing an AwesomeExperienceLabAnita OndineToronto, CanadaJanuary 20, 2012
What we’ll cover- Design considerations- Readily available technologies:• Geo-location• Projection• QR Codes• Augmented Re...
User Experience Design“The really greatexperiences are deeplyrooted with insights intomotivations, desires,emotions, cultu...
User Experience DesignPrinciples of good user experiencedesign:- It’s all about the USER- Keep it SIMPLE- Provide CONSISTE...
Evangelists   EngagedCasual            Experience Design Participation pyramid
With thanks to Vibeke HansenExperience Design Know Your Audience
With thanks to Vibeke HansenExperience Design Device & Context
Geo-locationUse location-aware devices as partof game play and story deliveryusing these popular platforms:•www.foursquare...
Projection• Mobile projectors (tell stories  anywhere and everywhere):> http://www.projectorcentral.com/• Interactive proj...
http://www.youtube.com/watch?v=EFWcAkxzkv4Telling stories with light      Rotterdam example
Professional                Large                     Back pageDIY                                                Small   ...
Augmented RealityAdd information and story to your viewof real life locations:• www.layar.com (based in Amsterdam)• www.wo...
Short Range Comms• RFID tags: Radio frequencyidentification, easily embedded in orstuck to phyical objects like books,bottl...
Data visualization• Example Gallery: http://vis.stanford.edu/protovis/ex/• Data Viz - Social Media mashup:http://www.wefee...
Connecting withCommunitiesLabAnita OndineToronto, CanadaJanuary 20, 2012
What we’ll cover- Distribution:• What it is• What it’s not- Courting communities- Go where the traffic is:• Twitter• Facebook
Distribution:What it’s not•Not contained by traditional gatekeepers•Not “one to many”•No “transmedia distributors”•Not fixed
Distribution: What it is• Distribution is part of the  design of the experience• Discovery vs distribution• Continuous loo...
CourtingCommunitiesTips for “courting” communities- Identify communities of interestfor your project- Commence a conversat...
Distribution                              diverse platforms                          console games       television       ...
Distribution                                    geographic reach                    uk                belgium             ...
Twitter• Twitter as a storytelling tool (like TimBurton’s Cadavre Exquis)• Twitter profiles for characters todeliver story ...
Facebook• Characters have Facebook profilesand tell stories through them• Facebook profiles used to engagewith the audience•...
Releasing Schedule•Synchronized story delivery•Live event simulcast•Ability to play back•Exclusive content•Content as reward
Example   Head Trauma
Example   Consulting Client
PERVASIVE                                                        PERIODIC                                        PLATFORMS...
Example   Consulting Client
Pitching yourTransmedia ProjectLabAnita OndineToronto, CanadaJanuary 20, 2012
What We’ll Cover• Releasing Strategy• Releasing Schedule• Pitching Tips
Releasing Schedule•Synchronized story delivery•Live event simulcast•Ability to play back•Exclusive content•Content as reward
Example   Head Trauma
Example   Consulting Client
PERVASIVE                                                        PERIODIC                                        PLATFORMS...
Example   Consulting Client
Pitching Tips• Know your audience• If the pitchees provide guidelines,follow them• Make the tone of your presentationmatch...
“You must build the life   you want to live in.”   Rozh Mutabchi
A new dawn   ...is coming
Let’s keep talkingTwitter: anitaondineFacebook: Anita OndineLinkedin: Anita Ondine SmithE: anita@anitaondine.com
MMTO Lab by Anita Ondine
MMTO Lab by Anita Ondine
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MMTO Lab by Anita Ondine

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MMTO Lab by Anita Ondine

  1. 1. Story Architecture +Storyworld BibleLabAnita OndineToronto, CanadaJanuary 19, 2012
  2. 2. Creative output What to include
  3. 3. Creative output Battlestar Galactica
  4. 4. Creative output HiM / Pandemic
  5. 5. Development Questions• What are you creating? ‣ core concept / theme / premise ‣ ideal way to communicate ‣ look & feel ‣ target audience ‣ motivation and rewards
  6. 6. television games film telephoneweb merchandise ARGs social media live events mobile apps The Operative Idea
  7. 7. A few tips• What is the story you wantto tell?• Who is the audience foryour story?• Explore multiple POVs• Invite participation and letgo of control• Remember, it’s all aboutstory
  8. 8. Using Game Mechanics toIncentivize ParticipationLabAnita OndineToronto, CanadaJanuary 19, 2012
  9. 9. Agenda• Engagement• Audience Reach• The Fun Quotient• The Engagement Funnel• Definable & Undefinable Value• Player Types
  10. 10. Story Game Mechanics Core Concept Media Architecture ExperienceThe Sandbox Approach Game Mechanics
  11. 11. Player Cause Audience Story Human CONNECTION ExperienceCustomer Thing Being Participant Viewer Product Service Engagement Definition
  12. 12. Recency Reach ConsistencyUnique Viewers Frequency METRICS Duration Page Views Hits Virality Ratings‘simple’ ‘sophisticated’ Engagement How do we measure it?
  13. 13. End of Season 4 Start of Season 5 Network website SHOW SHOW .
  14. 14. The Fun Quotient✓ Winning✓ Laughing✓ Feeling Lucky/Unlucky✓ Solving a Mystery✓ Shooting people✓ Feeling stress✓ Banal
  15. 15. Evangelists EngagedCasual Business Strategy Participation pyramid
  16. 16. Casual Incremental Engaged choices in your favor Evangelists Business Strategy The Engagement Funnel
  17. 17. BOGO Buy 10- get-1-free Definable Value Win a prize Virtual Randomcurrencies Rewards Undefinable Value Unknown Unknown prize Frequency Business Development Loyalty
  18. 18. Geolocational Social Connections Awareness IncentivesCelebrity Access Social Status Red Herrings Solve a Mystery Rewards Win a prize Power Leader boards Business Development Game Mechanics
  19. 19. WHO ARE YOU? Achiever Killer Human Being Socializer ExplorerBusiness Development Player Types
  20. 20. WHO ARE YOU? Achiever 40% Killer 20% Human Being Socializer 80% Explorer 50% Richard BartleBusiness Development Player Types
  21. 21. Designing an AwesomeExperienceLabAnita OndineToronto, CanadaJanuary 20, 2012
  22. 22. What we’ll cover- Design considerations- Readily available technologies:• Geo-location• Projection• QR Codes• Augmented Reality• Short Range Communications• Data Visualization
  23. 23. User Experience Design“The really greatexperiences are deeplyrooted with insights intomotivations, desires,emotions, cultural & socialpatterns, beliefs and otherdeeper considerations.”Stephen Anderson
  24. 24. User Experience DesignPrinciples of good user experiencedesign:- It’s all about the USER- Keep it SIMPLE- Provide CONSISTENCY- Know your AUDIENCE- Provide a VISUAL HIERARCHY- Be HONEST- Incorporated USER feedback- Meets the requirements in theBRIEF...- WOW
  25. 25. Evangelists EngagedCasual Experience Design Participation pyramid
  26. 26. With thanks to Vibeke HansenExperience Design Know Your Audience
  27. 27. With thanks to Vibeke HansenExperience Design Device & Context
  28. 28. Geo-locationUse location-aware devices as partof game play and story deliveryusing these popular platforms:•www.foursquare.com• www.SCVNGR.com• www.Gowalla.com• www.gpsmission.com• Simplegeo (backend) photo by: anita ondine
  29. 29. Projection• Mobile projectors (tell stories anywhere and everywhere):> http://www.projectorcentral.com/• Interactive projectors (facilitates participation, Ikea example shown):> http://www.displax.com/en/products/moovit.html• Light grafitti (Rotterdam example):> http://bit.ly/bS7WWM• Microsoft Surface (interactive surface):> http://www.microsoft.com/surface/ Inter Ikea interactive display
  30. 30. http://www.youtube.com/watch?v=EFWcAkxzkv4Telling stories with light Rotterdam example
  31. 31. Professional Large Back pageDIY Small Front page Unlock hidden stories Using QR codes
  32. 32. Augmented RealityAdd information and story to your viewof real life locations:• www.layar.com (based in Amsterdam)• www.worksnug.com• www.junaio.com•
  33. 33. Short Range Comms• RFID tags: Radio frequencyidentification, easily embedded in orstuck to phyical objects like books,bottles of water, etc.• Bluetooth: Technology standard forexchanging data over short distances(using short wavelength radiotransmissions) from fixed and mobiledevices, creating personal areanetworks (PANs).• Wifi: Wireless local-area-networktechnology, usually approved by theWi-Fi Alliance and mostly conformingto the IEEE 802.11 radio standard.
  34. 34. Data visualization• Example Gallery: http://vis.stanford.edu/protovis/ex/• Data Viz - Social Media mashup:http://www.wefeelfine.org/• Geolocational animated example:http://projects.flowingdata.com/walmart/• Professional Tools (PC only): http://www.tableausoftware.com/data-visualization-tools• List of Free Tools: http://bit.ly/g5IWZH
  35. 35. Connecting withCommunitiesLabAnita OndineToronto, CanadaJanuary 20, 2012
  36. 36. What we’ll cover- Distribution:• What it is• What it’s not- Courting communities- Go where the traffic is:• Twitter• Facebook
  37. 37. Distribution:What it’s not•Not contained by traditional gatekeepers•Not “one to many”•No “transmedia distributors”•Not fixed
  38. 38. Distribution: What it is• Distribution is part of the design of the experience• Discovery vs distribution• Continuous loop or dialogue with the audience• Multiple platforms• Culturally adaptable• Flexible• Connecting with Communities
  39. 39. CourtingCommunitiesTips for “courting” communities- Identify communities of interestfor your project- Commence a conversation- Provide ways to participate- Incentivize participation- Offer something of value- Reward participation
  40. 40. Distribution diverse platforms console games television telephone web ARGs film mobile apps
  41. 41. Distribution geographic reach uk belgium sweden poland canada germany spain lithuania
  42. 42. Twitter• Twitter as a storytelling tool (like TimBurton’s Cadavre Exquis)• Twitter profiles for characters todeliver story and engage inconversations with the audience• Twitter used as a messagingplatform within mobile apps and othergame environments
  43. 43. Facebook• Characters have Facebook profilesand tell stories through them• Facebook profiles used to engagewith the audience• “Accepting” a Friend Request couldbe a reward for achieving certaintasks• Hints / clues embedded in FB pages• FB as a platform for social games• Benefit from the fact that so manypeople are on FB, so regularly
  44. 44. Releasing Schedule•Synchronized story delivery•Live event simulcast•Ability to play back•Exclusive content•Content as reward
  45. 45. Example Head Trauma
  46. 46. Example Consulting Client
  47. 47. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t sConsulting Client
  48. 48. Example Consulting Client
  49. 49. Pitching yourTransmedia ProjectLabAnita OndineToronto, CanadaJanuary 20, 2012
  50. 50. What We’ll Cover• Releasing Strategy• Releasing Schedule• Pitching Tips
  51. 51. Releasing Schedule•Synchronized story delivery•Live event simulcast•Ability to play back•Exclusive content•Content as reward
  52. 52. Example Head Trauma
  53. 53. Example Consulting Client
  54. 54. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t sExampleConsulting Client
  55. 55. Example Consulting Client
  56. 56. Pitching Tips• Know your audience• If the pitchees provide guidelines,follow them• Make the tone of your presentationmatch the tone of your project• Make the look and feel of thepresentation materials match the lookand feel of your project• Practice!• Ask for feedback
  57. 57. “You must build the life you want to live in.” Rozh Mutabchi
  58. 58. A new dawn ...is coming
  59. 59. Let’s keep talkingTwitter: anitaondineFacebook: Anita OndineLinkedin: Anita Ondine SmithE: anita@anitaondine.com

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