Interactive Narratives: Creating the future of storytelling (SXSW 2011)

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Interactive Narratives: Creating the Future Of Storytelling SXSW Interactive | March 14, 2011

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHashtag:#pppPage 2 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContents Introduction: Defining and Creating an Interactive Narrative…………..4 Andrew Lewellen – Content Strategist, Razorfish “The Three Little Pigs”: Authoring an iPad App…………………………10 Josh Koppel – Founder, ScrollMotion The Role of Social Media in Interactive Storytelling……………………28 Esther Lim - Founder, The Estuary, LLC Participation: Why, What & How…….……………………………………38 Robert Pratten – CEO, Transmedia Storyteller.com Summary…….………………………………………………………………56

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIntroduction:Defining and Creating an Interactive Narrative Andrew Lewellen Content Strategist, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative? Page 5 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches. Page 6 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.• Has a social narrative • The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story. Page 7 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.• Has a social narrative • The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story.• Integrates and encourages audience participation • The plot moves outside of the core story and utilizes a social dialogue to engage readers with the story and its outcome. Page 8 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?A dynamic story that allows for personalizedengagement and narrows the gap between writerand reader. Page 9 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING“The Three Little Pigs”Authoring an iPad App Josh Koppel Founder, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe OriginalExperience Page 11 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 12 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGRevising the Story Assets• Digital book building turns pages into pixels Page 19 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Step 1: Asset AssessmentImage Characteristics• 18 Jpegs• 450 x 420• Vertical Orientation• Public Domain Content Page 20 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 1: Asset AssessmentText Characteristics Audio Characteristics• 18 Pages • 18 Individual Files (Page by Page)• One paragraph per page • MP3 Files Page 21 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 22 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 3:Extra Features Encourage PersonalizedEngagement• Play Modules• Record Your Own Audio Page 27 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Mediain Interactive Storytelling Esther Lim Founder, The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Media in Interactive Storytelling Esther Lim Founder, The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSocial Media as a narrative/engagement platformSummarySocial Media is a content layering tool to provide extra content to fansWhen used as an alternate narrative platform, Social Media can:• Enrich the primary story through greater character/scenario details• Extend the primary story through exploration of additional standalone yet related story universes• Engage audiences by bringing the fictional world into the real world through social interaction, shared experiences and co-authorship Page 30 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do you use social media as a narrative platform?Activate audience participation• Use micro blogs like Twitter or Tumblr to capture real time events unfolding and tweet call to actions• Use social mobile media to drive readers to specific locations for more content discovery Page 31 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeAudience Connection and Engagement• Emotional Connection: Audiences can form “friendships” with the character• Community Building: Friendships and community forms around shared experiences• Engagement/Co-Authorship: Opportunity for readers to share ideas about the story that can later be integrated into future story development Page 32 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeMarketing and Promotion• Story Awareness and Discovery: Bring your story to where people play online• Content syndication/sharing: Good stories create social cache and are shared across friend/fan networks• Improves search engine discoverability: More mentions, hyperlinks, tags and discussions drives better search engine visibility• Audience acquisition: Multiple storytelling platforms create more entry points for entering and engaging with the story and its community of readers Page 33 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGGetting started with social media narrativeHow do I know if social media is right for my story?1. Understand your audience and how they consume content2. Design the level of reader participation you want to build3. Identify the best social media platforms for your story/character4. Build natural entry points (“rabbit holes”) in the story that lead to alternate supporting narratives5. Leverage platform features to augment story experience6. Write the experience for all three tiers of content consumers: • Passive Consumer • Occasional Participant/Lurker • Die Hard Fan7. Allow enough ramp up time (4-6 weeks) for character integration into a community. Relationships are not built overnight. Page 34 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Esther Lim Founder, The Estuary, LLC esther@theestuarysf.com www.theestuarysf.com @geekgrl or @theestuarysf Page 35 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGParticipation: Why, What & How Robert Pratten CEO, Transmedia Storyteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary• Leave a door open• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasmPage 37 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhy bother with participation?• The business case – lower costs • marketing is integrated into the product (as it should be) – increased sales • social recommendation & spread • empowerment of advocates – engagement is measurable• The creative case – audience interaction is thrilling and addictivePage 38 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do I do it?• Objective: – Make it easy – Make it worthwhile, meaningful, fun• 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 fanPage 39 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGMake it easyPage 40 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIncentivize participationPage 41 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayering your storyPage 42 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGAdditional content for fansPage 43 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContent for attractionPage 44 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayers united by storyPage 45 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGExamples• Lowlifes.tv – solo participation – QR codes offer additional subplot – email-based (alternative reality) game• Horror Unlimited short story – play with friends – two-player twitter game• 3 Interactive Pigs – play in teams – multiplayer interactive storytellingPage 46 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 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 fansPage 47 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 Interactive Pigs in LayersPage 48 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGCall To ActionPage 49 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayered EngagementPage 50 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Poking friendsMatchword used to trigger Conducttr - tells@BigBadWolf_2011 to send a tweet to these friends Page 51 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary• Leave a door open• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm• Lower costs• Increased salesPage 52 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Start writing for audience engagement: www.tstoryteller.com Robert Pratten CEO TransmediaStoryteller.com @zenfilms or @tstoryteller

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummaryAn Interactive Narrative• Has an authored core story.• Has a social narrative.• Integrates and encourages audience participation.• Is a dynamic story that allows for personalized engagement and narrows the gap between writer and reader. Page 55 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGQuestions?Page 56

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThank You!

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Interactive Narratives: Creating the future of storytelling (SXSW 2011)

by Robert Pratten on Mar 14, 2011

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Interactive Narratives: Creating the future of storytelling (SXSW 2011) — Presentation Transcript