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The Miracle Mile Paradox ARG Case study
1. A Project by
Transmedia LA
Presented by
CASE STUDY April
Arrglington
@aprilarrg
2. Introduction:
About Me: About Transmedia LA:
โข The Arrglington Jump:
Transmedia Blog
โข Director of Content Curation for
Transmedia LA: created the
Transmedia Toolkit Wiki โข Group of almost 700
members that was formed in
2009 by Scott Walker and Jay
โข Story Producer and Project
Bushman consisting of
Manager for Transmedia LAโs
monthly meetups and ad hoc
first ARG, The Miracle Mile
events to bring together
Paradox.
people in Los Angeles
interested in Transmedia
โข Original from Panama, and storytelling.
bilingual in Spanish and English.
3. About the Team:
All Transmedia LA members:
Team Leaders:
โขApril Arrglington: Story Producer & Project Manager
โขSusan Bell: Experience Producer
โขAmanda Price: Line Producer
Main Departments:
โขAdditional Writers: Hadi Nicholas Deeb, Nedra Weinreich, Lisa Prah,
Bret Shefter
โขTech Front: Randall Fujimoto, Gary Gabisan, Chad Kukahiko, Lauren
Scime, Zach Wilson
โขGraphic Designers: Steve Omark (Immersive Fiction), Kelly Raila, Lauren
Soffer, Nancy Steinman
For the full list of credits go to: www.miraclemileparadox.com
4. Overview:
Inception
Fundraising
Production
Game Experience
Feedback & Data
5. Inception:
โขThe idea originated at the 1st Meetup after Storyworld last year (Nov 2011)
โขMain Goals:
โขExperiment in crowd sourcing an ARG
โขMaking it an educational project
โขEarn experience in how to built a Transmedia project from the ground up
โขThe idea was presented to the group members at the 1st Meetup of the new
year (early Feb 2012)
โขSubsequently development started and pre-production meetings were set
up immediately (late Feb 2012)
6. Fundraising using Kickstarter:
โข Fundraising Strategy: Kickstarter vs. Indiegogo
โข Learning about engagement and pitches that work
โข Coming up with Budget
โข Brainstorming Perk Values
7. โข Launched Campaign (March 2012)
โข How long should a campaign be?
โข Promotional strategies
8. โขBeware of Kickstarter fatigue
โขAvoid spamming your community
โขReach out directly to your audience
โขDo press via โfield influencersโ
10. Production: We used Trello as our Project Management Tool
11. 1. Division of Labor: We Planned for a Give & Take Approach
12.
13. 2. Production Schedule:
โขPhase 1 (April 2012):
โขBuy/Built Props
โขFind/Lease Space
โขApproach Vendors for involvement
โขPurchase domains & other online assets
โขBuilt/Write Main Characterโs (Rex) Blog
โขDesign visual assets
โขSetting up Characters accounts (30 total)
14. โขPlatforms used:
โขRex: Blog on Wordpress, Twitter, Youtube, Souncloud,
Google Email, Phone number (for live experience).
โข AIC: Site on Drupal for hacking capabilities. All AIC
employees had a Twitter, Facebook and Linkedin account.
Their emails were set up through the main site.
โขCassandra: Twitter, Facebook Page, Google Email,
Soundcloud, Ustream (for finale).
โขRexโs Friends: Twitter, Youtube, Souncloud, Google Email,
and access to the main In Game Forum.
โขOther: Pinterest, FourSquare, Google+, Instagram,
Craigslist.
15. โขPhase 2 (May 2012):
โขCasting and shooting of all the preliminary video and stills
โขCreate/Install Live Game Experience
โขProgram it using Conducttr
16. โขPhase 3 (June 2012):
โขAlpha, Beta and Soft Launch
โขPreliminary Problems and Feedback
โขTackling promotions :
โขOnline (Out of Game Site, Twitter, Facebook Page)
โขLive (Vendors, Flyers, Distributing Stickers and In Game
Card)
โขPhase 4 (July 2012):
โขOfficial Launch on 4th of July
โขDoing press and reaching out to media channels
โขSending out Kickstarter Rewards (this was done in intervals as
to keep ongoing buzz)
17. โขPhase 5 (August 2012):
โขGenerating continuous content on a weekly basis.
โขDaily overview and maintenance of game play.
โขPlanning and execution of in game live events.
โขPhase 6 (September 2012):
โขPrep and launch Finale that consisted of live event broadcasted
through Ustream.
โขWrap up the online game and dismantle the live experience.
โขMake sure all the Kickstarter send outs have been tackled.
โขBuilt the Case Study presented here today (October 2012).
โขRealize that it took an entire year to build, launch and finish a 2
month ARG.
18. โขLessons Learned through out the production process:
โขDoes it make sense to crowd source an indie ARG
experience logistically?
โขHow proactive was the learning aspect?
โขWere the live elements worth the trouble?
โขThe main challenge was promotions: there was a
need to have someone take on that role on a
constant basis from pre-production until wrap.
20. 1. Basic Chronology:
The beauty of Alternate Reality Games is that, because the story is spread across
multiple platforms, it doesnโt matter where you get started. You can discover the
story world at your own pace, regardless of your entry point.
That being said, The Miracle Mile Paradox consist of two main components: the
online world and the live experience. All you need to do is follow what happens
with our main character: Rexford Higgs.
This is Rex.
21. He found a patent for an
old mysterious contraption.
And from it he built a device
call the โTime Switchโ
22. But by doing this he got into
trouble with Agent Intellect Corp.
So now he is on the run. And
he needs your help.
To do this you need to find his
business card, and follow his
instructions.
23. That way, if you live in Los
Angeles you can retrieve Janeโs
message for him.
If you are not in Los Angeles
you can still help out by
fighting against AIC.
30. Feedback & Data: Fan Reaction /Interaction
โขIn Game Forum
โขFans created a Wiki: (miraclemileparadox.wikispaces.com)
โขThe Unfiction Trailhead
โขThey created a Google Drive
โขDaily Engagement in the In Game Sites and Out of Game Social
Media Outlets
โขAttendance for the Live Events
โขThey altered game outcomes (Live Streaming for Finale)
โขOn kinds of players and what kinds of fans/audiences they are:
โขDifference in engagement between: Backers vs. Casual
players, Out of Towner's vs. Locals, Interaction in Social Sites
vs. with Characters
โขLearning the difference between Deep vs. Passive players
31. Data Analysis:
Participation was standard for this kind of experiences, narrowing it
down to 200 reported active players for the 2 months of game play:
โขLive experience:
โข 70 unique mobile players (captured by Conducttr)
โข 35 signed the lockbox log (no interaction)
โขVendorโs Data:
โข 22 players at the Cloverdale Market (interaction)
โข 24 players at the Tutti Frutti Frozen Yogurt (interaction)
โข 5% of these generated sales of about 35.00 dollars total.
32. โข In Game Online experience (by platform):
โข 5000 total views of Rex Blog
โข 90 unique Forum members interacting online
โข 75 Subscribers to Cassandraโs FB Page (potential reach of 32,400 views)
โขTwitter: lists vs. followers
โขRex: 180 (casual)
โขCassandra: 100 (engaged)
โขLauraLee: 40 (interacting)
โข Online Out of Game outreach (by platform):
โข 7000 total views of OOG MMP Site
โข 160 Subscribers to the OOG FB Page (potential reach of 76,500 views)
โข 275 @mmparadox Twitter followers
โข Coverage of the project on about 20 reported press outlets
โขData from other/alternative platforms used (engaged views):
โขUstream: 90 channel views, 40 live viewers for finale, 5% social engage
โขYoutube: 465 channel views for (3) Rex, 160 channel views for (10) Xia
โขSoundcloud: 95 plays for Rex, 65 plays for Xia, 45 plays for Cassandra
34. Take Away: Reach vs. Engagement
If out of 7000+ potential reach outs:
2000+ Passive
400+ Casual
200+ Engaged
10%-5% Interacting
That still leave about 4000+ audience members that we have reached who
are either not active or not reported because they are consuming the
property in an old fashion way, fact backed by our demo analysis.
35. Thank You
Slideshow by April Arrglington
www.thearrglingtonjump.com
Email: aarrglington@gmail.com
Slideshare: slideshare.net/aprilarrglington
T: @aprilarrg
LN: linkedin.com/in/aprilarrglington
FB:http://facebook.com/april.arrglington
G+: http://gplus.to/aprilarrg