Storyworld 2011: Concept to Contract to Launch

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The panel I chaired on taking intellectual property across platforms by working with various partners.

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Storyworld 2011: Concept to Contract to Launch

  1. 1. From Concept to Contract to Launch Storyworld Monday 31st October 2011, San Francisco
  2. 2. Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
  3. 3. Panelists• Lenny Brown Director, Creative & Business Development THQ• Brent Friedman Founding Partner Electric Farm Entertainment• Tricia Pasternack Transmedia Producer, Random House Worlds
  4. 4. Transmedia storytelling
  5. 5. Homefront
  6. 6. Valemont
  7. 7. Lenny BrownDirector, Creative & Business Development THQ
  8. 8. Brent Friedman Founding PartnerElectric Farm Entertainment
  9. 9. ELECTRIC FARM ENTERTAINMENT PRESENTS: A Transmedia Property in Partnership with MTV & Verizon
  10. 10. THE VALEMONT STORY THE VALEMONT STORY VALEMONT is a university for vampires… …set in the real world. With a Massachusetts address, a 400 year old backstory, and a slew of famous alumni from human history (like Walt Disney and Einstein). Oh, and we’ve got some seriously hot bods, too. As the foundation for our story we crafted an ALTERNATE HISTORY for mankind and a DEEP MYTHOLOGY of rules and lore. This offered a “drillable” storyverse for fans to explore.
  11. 11. THE VALEMONT EXPERIENCEElectric Farm Entertainment’s VALEMONT was an unprecedented 360° series. Theshows played out on: Linear TV VOD Online MobileBy integrating every platform and screen as entry points of the VALEMONT world theshow delivered an INTERACTIVE and truly transmedia experience.
  12. 12. VALEMONT PARTNERS +INNOVATIVE DISTRIBUTION: MTV used on-air to promote online 1st 12 episodes (2mins ea) aired in “ad pods” around network’s highest ratedshows, “The Hills” and “The City” 12th episode cliffhanger, and extensive network marketing push, drove fans tofollows the remaining 23 episodes online at MTV. ComORGANIC INTEGRATIONS: Verizon woven into experience Verizon’s products (wireless, voice, text, video, imaging) were seamlesswoven into storyline with a Verizon branded phone at the center of the story Every new student enrolled at Valemont U received an “virtual” Verizon phonewhich served as a tool for news, msgs, clues, video and plot developments
  13. 13. THE CONTENT LAYERSThe VALEMONT uses each platform to enhance the storytelling and offer different entry points forfans to INTERACT and INFLUENCE the program.INTERACTIVE STORYTELLING – fans could participate in an immersive world and “CHOOSE” whichSIDE they belonged to… this delivered one of TWO ENDINGS.SOCIAL NETWORKS – a community that could comment on the happenings at Valemont, shape itsown ideas and content around the show, and connect to other “STUDENTS.”MOBILE – with Eric’s phone a key component of the story, we offered a direct 2-way relationshipwith fans through video & SMS (3rd screen also adding ‘view on the go’ content)THE ARG – fans could delve deeper into the experience & mythology of VALEMONT through anARG, providing deeper interaction than short form episodes or linear TV allows
  14. 14. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE VALEMONT U WEBSITE
  15. 15. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE INVESTIGATOR’S BLOG
  16. 16. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE POPPY’S BLOG
  17. 17. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE TWITTER
  18. 18. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE FACEBOOK
  19. 19. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE VALEMONT COMMONS
  20. 20. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE MOBILE Verizon SMS CampaignONLINEPREQUEL Episodes / RUSH WEEK SOCIAL MEDIA Facebook Quiz
  21. 21. VALEMONT EPISODE 1
  22. 22. Tricia PasternackTransmedia Producer,Random House Worlds
  23. 23. Books are doorways to worlds
  24. 24. Home to the world’s …and extraordinarygreatest storytellers… worlds of fiction
  25. 25. HOMEFRONT was not a full-scaletransmedia project, but was highly important in establishing creative trust between RHW, IP authors(Raymond Benson and John Milius ) and THQ.Book publishing capability is our advantage

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