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
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.
Sales vs Social Media (Lowlifes) Tipping point
Kony 2012Ignited core says to curators (with large audiences) “I’m relevant” Image from http://krishk.com/2012/04/kony-slactivism-justice/
Plan for Participation Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/
Audience participation opportunities FEEL Companion Actor Moral dilemmas, Role-play, meaningful choices provide building blocks Outsider Observer Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?
Alien casual gameText ALIEN TEST to (575) 208 5005 SECRET PUBLIC You are a PERFECT HOST for You are an EXHIBITIONIST who alien explorers. Your BIRTH seeks celebrity in two solar willingness to keep an alien systems. We are wary of you lovechild and tell nobody has but we may use you if it suits been noted and will be our cause. rewarded. You are an EARTH WARRIOR - KILL You are a SILENT RECLUSE. You ready to make a stand against crave alien attention but are alien invasion and exploration. afraid to show your affection. You are not to be trusted.
Transmedia’s Top 5 Best Practice Discoverability Participation Retention ignite the Core all Appetites
The End Robert Pratten firstname.lastname@example.org @robpratten USA: +1 415 287 4150 Europe: +44 207 193 4567