Transmedia Storytelling: Connected and personalized

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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.

Published in: Business

Transmedia Storytelling: Connected and personalized

  1. 1. Connected, Personalized ExperiencesConectados, experiências personalizadas Forum Transmidia Saturday 10th 2011, Sao Paulo, Brazil Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten robert@tstoryteller.com
  2. 2. Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
  3. 3. Today: Experience isn’t connectedHoje: A experiência não está conectado TV WEB
  4. 4. 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
  5. 5. Story-in-the-CloudNarrativa-na-Nuvem Character’s live 24/7 in the cloud Personagem ao vivo 24 / 7 na nuvem
  6. 6. Characters connect experiencePersonagens se conectar a experiência .. with online ...com em linha .. with mobile ...com móveis ..between episodes ...entre os episódios
  7. 7. Integrated with Brand Sponsor • Fan status • Bonus content • Brand rewards • tatus do ventilador • conteúdo bônus • recompensas marca TV Show Store check-ins Product trial programa de TV loja de check-in experimentação do produto
  8. 8. Behavioral segmentationSegmentação comportamental Fans of Show Fans of Brand Os fãs do Fãs de Marca programa de TV Personalized experience experiência personalizada
  9. 9. 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
  10. 10. Open storyworld : storyworld aberto Exposition exposição plot point ponto da trama character detail detalhes personagem fictício
  11. 11. TV Series + Open StoryworldAUDIENCE-DRIVENPARTICIPATIONEPISODIC TV
  12. 12. 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
  13. 13. The End Robert Pratten robert@tstoryteller.com @robpratten UK: +44 207 193 4567 USA: +1 415 287 4150

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