September 2013 | #UrbanStoriesSeptember 2013 | #UrbanStories
Be part of a community
of creative people.
A transmedia exper...
September 2013 | #UrbanStories
PLAN
CONTEXT
THE PROJECT
MARKETING
BUSINESS PLAN
1.
2.
3.
4.
September 2013 | #UrbanStories
CONTEXT
September 2013 | #UrbanStories
STREETS AS
A DEMONSTRATION
PLATFORM
CONTEXT
The spirit and the protagonism of the
society r...
September 2013 | #UrbanStories
STREET ART AS
A PUBLIC EXHIBITION
CONTEXT
Street artist have been offering a new vision
of ...
September 2013 | #UrbanStories
EVERYONE CAN
BE AN ARTIST
CONTEXT
Everybody is an artist with what they do,
just they need ...
September 2013 | #UrbanStories
A TRANSMEDIA PROJECT
Urban Stories is a multiplatform project about
street art.
We are offe...
September 2013 | #UrbanStories
A TRANSMEDIA PROJECT
BE PART OF A CREATIVE COMMUNITY
2 EVENTS1 MOBILE APP 1 WEBSITE
A launc...
September 2013 | #UrbanStories
THE APP
September 2013 | #UrbanStories
The mobile app is a social
game that offers three
di...
September 2013 | #UrbanStories
THE APP
EXPLORE
Exploring the city is easy: a map locates 3
kinds of interesting points to ...
September 2013 | #UrbanStories
THE APP
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated...
September 2013 | #UrbanStories
Real artworks
by famous street artists
THE APP
EXPLORE
Each creation from a famous artist h...
September 2013 | #UrbanStories
Digital artworks
by the community
THE APP
EXPLORE
Using the augmented reality
technology, y...
September 2013 | #UrbanStories
THE APP
EXPLORE
Geolocated
challenges
Some challenges are related to the context
of a speci...
September 2013 | #UrbanStories
THE APP
Another way to be part of the game is to be
creative.
With our app it’s easy to be ...
September 2013 | #UrbanStories
THE APP
CREATE
Sketch your ideas
in your graffiti notebook
Draw on location and
share your ...
September 2013 | #UrbanStories
Sketch your ideas
in your graffiti notebook
THE APP
CREATE
You can either choose to sketch
...
September 2013 | #UrbanStories
Draw on location and
share your creation on
the map
THE APP
CREATE
Or to take a picture of ...
September 2013 | #UrbanStories
THE APP
The last part of the app is for players.
Our users will be able to build a team wit...
September 2013 | #UrbanStories
THE APP
PLAY
Participate to new
challenges
Compare yourself and your
team to others in the
...
September 2013 | #UrbanStories
THE APP
PLAY
Creation challenges:
require the use of the creation tool,
users’s creativity ...
September 2013 | #UrbanStories
THE APP
PLAY
STORYTELLING
All challenges are based on specific
stories, either it’s related...
September 2013 | #UrbanStories
THE APP
PLAY
REWARDS
Once you win a challenge you will get
special rewards like badges, poi...
September 2013 | #UrbanStories
THE APP
PLAY
HOW TO GET POINTS
A leaderboard will show the ranking
between your friends and...
September 2013 | #UrbanStories
THE EVENTS
THE LOCATION IN PARIS
THE SEINE RIVERBANK
September 2013 | #UrbanStories
The eve...
September 2013 | #UrbanStories
THE EVENTS
THE LAUNCH EVENT
During this event, the
audience will be able to
participate in ...
September 2013 | #UrbanStories
THE EVENTS
THE LAUNCH EVENT
September 2013 | #UrbanStories
We’re going to make the people f...
September 2013 | #UrbanStories
THE WEBSITE
On the website, the community
will be able to see the
collaborative wall and vo...
September 2013 | #UrbanStories
THE WEBSITE
September 2013 | #UrbanStories
THE WEBSITE
September 2013 | #UrbanStories
THE EVENTS
THE FINAL EVENT
WHO IS INVOLVED
In this final activity, the goal is to
create a ...
September 2013 | #UrbanStories
THE EVENTS
THE FINAL EVENT
Creating this artwork, the city
obtains recognition of this
expe...
September 2013 | #UrbanStories
COMPETITORS
SOCIAL
MOBILE
GAMES
Draw Something
LOCATION-
BASED SOCIAL
NETWORKS
Foursquare
S...
September 2013 | #UrbanStories
COMMUNITY STRATEGY
In order to build a community around our project,
we will be promoting a...
September 2013 | #UrbanStories
COMMUNITY STRATEGY
ENGAGING PICTURES
September 2013 | #UrbanStories
COMMUNITY STRATEGY
TUMBLR AND BLOGS
September 2013 | #UrbanStories
COMMUNITY STRATEGY
MAGAZINE ADS & POSTERS
September 2013 | #UrbanStories
COMMUNITY STRATEGY
WHY OUR AUDIENCE IS INTERESTING
YOUNGTRENDY ACTIVE+ +
The essence of Urb...
September 2013 | #UrbanStories
COMMUNITY STRATEGY
EXISTING STREET ART COMMUNITIES
146k 174k
I ♥ STREET
ART
Street art
Save...
September 2013 | #UrbanStories
THE APP ADVANTAGES
FREE
Community app
Location-based
High visual content
Interactive featur...
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
Creative tools
Brand challenges
Playing around with the
awarding ...
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
INTERNATIONAL CLIENTS
Graffiti, sport, clothing
brands
Music labe...
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
SMALL LOCAL CLIENTS
Clubs
Bookshops
Bars
Shops
For advertisers wi...
September 2013 | #UrbanStories
Municipal projects
Museums
Gallery venues
Festivals
Events
ADVERTISING OPPORTUNITIES
CULTUR...
September 2013 | #UrbanStories
FUNDING
134 000 €
HOW MUCH
Legal status 1%
App + website
development 45%
Promotion 10%
Even...
September 2013 | #UrbanStories
NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up...
September 2013 | #UrbanStories
NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up...
September 2013 | #UrbanStories
NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up...
September 2013 | #UrbanStories
NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up...
September 2013 | #UrbanStories
a
Josep Miquel Jové @PepJoveCompany
Céline Kniebihler @celinektwitt
Anna Raycheva
#UrbanSto...
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Urban Stories: complete documentation

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This is the complete version. Go here to watch the pitch presentation: http://fr.slideshare.net/celinekniebihler/urban-stories-pitch-presentation

Urban Stories is a multiplatform project about urban art, that is to say, the kind of visual artwork that we can find on the streets of our city. We are offering the tools to involve the people in this artistic movement that understand the public space as a free platform to develop and exhibit their talent to the others without any restriction to its access. Providing three different channels of interaction - an app, real events and a website-, users will have the cultural and social experience to participate in a big collaborative artwork project in their community that breaks down the boundaries between the real and the digital world.

Explore
Locate, discover and interact with urban art by famous street artists and digital artworks created by our community using immersive augmented reality mobile system in the walls of your city.

Create
Be a part as an active role of a big collaborative art project creating visual artworks using the most advanced digital tools in order to increase the creative value of the city and its community)

Play
Participate and engage in our creative challenges with your crew, win points and rewards to unlock special tools and access to VIP events.
----

Urban Stories is a transmedia project, created by three european specialists: Josep Miquel Jové (Spain) project manager and transmedia expert, Céline Kniebihler (France) creative designer, Anna Raycheva (Bulgaria) business analyst.
Contact: urbanstoriesproject@gmail.com

TransformatLab 2013

Published in: Entertainment & Humor
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Transcript of "Urban Stories: complete documentation"

  1. 1. September 2013 | #UrbanStoriesSeptember 2013 | #UrbanStories Be part of a community of creative people. A transmedia experience by Josep Miquel Jové, Céline Kniebihler and Anna Raycheva. TransformatLab 2013 EXPLORE. CREATE. PLAY.
  2. 2. September 2013 | #UrbanStories PLAN CONTEXT THE PROJECT MARKETING BUSINESS PLAN 1. 2. 3. 4.
  3. 3. September 2013 | #UrbanStories CONTEXT
  4. 4. September 2013 | #UrbanStories STREETS AS A DEMONSTRATION PLATFORM CONTEXT The spirit and the protagonism of the society resides in the public place as a best platform to promote any kind of creative demonstration.
  5. 5. September 2013 | #UrbanStories STREET ART AS A PUBLIC EXHIBITION CONTEXT Street artist have been offering a new vision of art situating it in non-art contexts to express their talent with absolute freedom.
  6. 6. September 2013 | #UrbanStories EVERYONE CAN BE AN ARTIST CONTEXT Everybody is an artist with what they do, just they need to find their personal workspace and the best tools represented by social networks and apps.  
  7. 7. September 2013 | #UrbanStories A TRANSMEDIA PROJECT Urban Stories is a multiplatform project about street art. We are offering the tools to involve the people in this artistic movement that understand the public space as a free platform to develop and exhibit their creativity. Providing three different channels of interaction, users will have the cultural and social experience to participate in a big collaborative artwork project in our community that breaks down the boundaries between the real and the digital world. Our objective is to create a strong, creative and immersive connection between the audience and their city based on the urban art context.
  8. 8. September 2013 | #UrbanStories A TRANSMEDIA PROJECT BE PART OF A CREATIVE COMMUNITY 2 EVENTS1 MOBILE APP 1 WEBSITE A launch event (collaborative wall) A closing event (live performance and workshop) Explore, create and play Collaborative wall connected with the event
  9. 9. September 2013 | #UrbanStories THE APP September 2013 | #UrbanStories The mobile app is a social game that offers three different ways to interact with the city, urban art and the community: by exploring, creating and playing.
  10. 10. September 2013 | #UrbanStories THE APP EXPLORE Exploring the city is easy: a map locates 3 kinds of interesting points to discover: - urban art by famous street artists - digital artworks created by our community - location-based challenges
  11. 11. September 2013 | #UrbanStories THE APP Real artworks by famous street artists Digital artworks by the community Geolocated challenges EXPLORE
  12. 12. September 2013 | #UrbanStories Real artworks by famous street artists THE APP EXPLORE Each creation from a famous artist has his name, his story, a small biography. Social interactions are available everywhere.
  13. 13. September 2013 | #UrbanStories Digital artworks by the community THE APP EXPLORE Using the augmented reality technology, you can see the digital creations in the real world. The audience will be immerged in a new interactive experience mixing reality and virtual world.
  14. 14. September 2013 | #UrbanStories THE APP EXPLORE Geolocated challenges Some challenges are related to the context of a specific place, in order to get people involved in their city’s urban stories. Here the challenge “Hijack the Louvre” is related to a real story about Banksy who invaded the Louvre with fake art paintings. People will be asked to use our digital tools to add their own fake artwork in the same place.
  15. 15. September 2013 | #UrbanStories THE APP Another way to be part of the game is to be creative. With our app it’s easy to be a digital street artist, using our digital tools and colors. CREATE
  16. 16. September 2013 | #UrbanStories THE APP CREATE Sketch your ideas in your graffiti notebook Draw on location and share your creation on the map
  17. 17. September 2013 | #UrbanStories Sketch your ideas in your graffiti notebook THE APP CREATE You can either choose to sketch something on your graffiti notebook. You have different tools like spray can, marker, specific artist stencils or stickers.
  18. 18. September 2013 | #UrbanStories Draw on location and share your creation on the map THE APP CREATE Or to take a picture of the wall in front of you and draw on top of it. Once you’re finished, add it to the map to make it available to the community.
  19. 19. September 2013 | #UrbanStories THE APP The last part of the app is for players. Our users will be able to build a team with their friends and to participate in our challenges. PLAY
  20. 20. September 2013 | #UrbanStories THE APP PLAY Participate to new challenges Compare yourself and your team to others in the leaderboard Personal profile with game statistics
  21. 21. September 2013 | #UrbanStories THE APP PLAY Creation challenges: require the use of the creation tool, users’s creativity and imagination. Adventure challenges: made for the curious adventurers who like to be detective in their city. This require the use of the location map. Battle challenges: to be achieved with the other teammates to be validated. 3 TYPES OF CHALLENGES
  22. 22. September 2013 | #UrbanStories THE APP PLAY STORYTELLING All challenges are based on specific stories, either it’s related to a street artist, a trend, a movement or a specific event. The anecdotes that we are offering are giving extra value and more reasons to participate and achieve the challenge. Here the challenge is called “Give me a sign” and is related to the story of the street artist Clet Abraham who transforms traffic signs into art in European cities. The user will be asked to find one sign and has to take a picture of it to validate the challenge.
  23. 23. September 2013 | #UrbanStories THE APP PLAY REWARDS Once you win a challenge you will get special rewards like badges, points, unlock specific tools and colors and at last, the winning team will be invited to a workshop with street artists during our final event.
  24. 24. September 2013 | #UrbanStories THE APP PLAY HOW TO GET POINTS A leaderboard will show the ranking between your friends and between the teams. Points can also be collected by creating new artworks, sharing on social networks and visiting artworks in the city.
  25. 25. September 2013 | #UrbanStories THE EVENTS THE LOCATION IN PARIS THE SEINE RIVERBANK September 2013 | #UrbanStories The events will take place on the Seine Riverbank of Paris, an open and public space ideal to set up recreational activities.
  26. 26. September 2013 | #UrbanStories THE EVENTS THE LAUNCH EVENT During this event, the audience will be able to participate in an experimental artwork creating a collaborative mural together. In this first phase, we are going to offer several digital screens provided by Luma, a british company that provides this technology. OPEN COLLABORATIVE WALL
  27. 27. September 2013 | #UrbanStories THE EVENTS THE LAUNCH EVENT September 2013 | #UrbanStories We’re going to make the people feel like a graffiti artists drawing digital artworks using sprays with the kinect-like system. The users will be able to choose custom colors, stencils and shapes to create their own creations. After that, all artworks will be recollected and uploaded on our website. This event will be the best opportunity to promote and launch the social game app Urban Stories and build a possible audience that can test the tools on the digital screens.
  28. 28. September 2013 | #UrbanStories THE WEBSITE On the website, the community will be able to see the collaborative wall and vote, like and share their favorite creations. The most popular creations will have the chance to be chosen for the final event. This is also the place to watch the event live, promote our project and have a link to download our app and know more about the latest updates on the app: leaderboard, new challenges...
  29. 29. September 2013 | #UrbanStories THE WEBSITE
  30. 30. September 2013 | #UrbanStories THE WEBSITE
  31. 31. September 2013 | #UrbanStories THE EVENTS THE FINAL EVENT WHO IS INVOLVED In this final activity, the goal is to create a collaborative artwork, like a big mural, in a real wall selecting the best drawings from the website. The players who got the best score in the social game app during this period are invited to participate in a special workshop with a street art crew to create the collaborative mural.
  32. 32. September 2013 | #UrbanStories THE EVENTS THE FINAL EVENT Creating this artwork, the city obtains recognition of this experimental, cultural and social experience and increases the creative value of the community and its citizens. In both events, we can set up other activities organised by our partners or sponsors, such as live concerts, DJ sets or food trucks. September 2013 | #UrbanStories
  33. 33. September 2013 | #UrbanStories COMPETITORS SOCIAL MOBILE GAMES Draw Something LOCATION- BASED SOCIAL NETWORKS Foursquare STREET ART MAPS Geo Street Art }++
  34. 34. September 2013 | #UrbanStories COMMUNITY STRATEGY In order to build a community around our project, we will be promoting actively on social networks and collaborate with professional bloggers. We will also provide ads for cultural magazines creating interesting content related to street art. We prepared some examples for this occasion...
  35. 35. September 2013 | #UrbanStories COMMUNITY STRATEGY ENGAGING PICTURES
  36. 36. September 2013 | #UrbanStories COMMUNITY STRATEGY TUMBLR AND BLOGS
  37. 37. September 2013 | #UrbanStories COMMUNITY STRATEGY MAGAZINE ADS & POSTERS
  38. 38. September 2013 | #UrbanStories COMMUNITY STRATEGY WHY OUR AUDIENCE IS INTERESTING YOUNGTRENDY ACTIVE+ + The essence of Urban Stories is the COMMUNITY. They are very different people, but their common trait is that they are dynamic people, who like being part of an active community, sharing common interests in city life, culture and events.
  39. 39. September 2013 | #UrbanStories COMMUNITY STRATEGY EXISTING STREET ART COMMUNITIES 146k 174k I ♥ STREET ART Street art Save My Life 894k StreetArt in Germany 1,1m STREET ART UTOPIA We believe that our first group of users will come from the fans of already existing street art communities that will be excited about the interactive features that we offer. Our users are interested in trends, urban culture and have an alternative lifestyle.
  40. 40. September 2013 | #UrbanStories THE APP ADVANTAGES FREE Community app Location-based High visual content Interactive features Engaging game-play Augmented reality art creation + The app will be launched internationally, but being city-based, Urban Stories provides a very custom experience to its users and highly customizable advertising possibilities for both local and international brands.
  41. 41. September 2013 | #UrbanStories ADVERTISING OPPORTUNITIES Creative tools Brand challenges Playing around with the awarding system Unlock special tool and color packs, features Being located on the map as a cool city spot CREATIVE BRANDING The variety of opportunities we can offer to advertisers is big enough for them to be as creative as they like.
  42. 42. September 2013 | #UrbanStories ADVERTISING OPPORTUNITIES INTERNATIONAL CLIENTS Graffiti, sport, clothing brands Music labels Travelling companies Magazines Energy Drinks Having a dynamic community and huge amount of spots to advertise on, we can provide brands with active contact of the customers with their brand identity and not only a basic display of their logo and a slogan.
  43. 43. September 2013 | #UrbanStories ADVERTISING OPPORTUNITIES SMALL LOCAL CLIENTS Clubs Bookshops Bars Shops For advertisers with small budgets who want to reach out to the local active community and place themselves on the map in an attractive way.
  44. 44. September 2013 | #UrbanStories Municipal projects Museums Gallery venues Festivals Events ADVERTISING OPPORTUNITIES CULTURAL AND MUNICIPAL INSTITUTIONS Urban Stories can provide a great platform for all street and art related projects. Ranging from municipal projects for improving the city’s public transport, the Fringe festival in Edinburgh, urban development projects etc., there is a lively community to be involved and contribute to the idea.
  45. 45. September 2013 | #UrbanStories FUNDING 134 000 € HOW MUCH Legal status 1% App + website development 45% Promotion 10% Events 16% Team fees 28% Funding for development and maintenance for the first year (all production costs in Paris) (114 300 £) YEAR 1 We believe Urban Stories could get funding through a variety of channels - Startup fundings, cooperation with municipalities and cultural fundings, sponsorship and cooperation with partners. The cost of the project we carefully developed by looking at all the different aspects of it - App and website development, salaries, event costs, marketing.
  46. 46. September 2013 | #UrbanStories NEXT STEPS 5 YEARS PLAN Seed and cultural funding Develop a prototype of the app Partner up with events and festivals Test app with users Refine prototype accordingly YEAR 1
  47. 47. September 2013 | #UrbanStories NEXT STEPS 5 YEARS PLAN Seed and cultural funding Develop a prototype of the app Partner up with events and festivals Test app with users Refine prototype accordingly Approach brands, sponsors Establish business partnerships Develop app focused on 1 city: Paris Raise awareness: bloggers, ambassadors, event Launch app YEAR 1 YEAR 2 Results: Final prototype Core community
  48. 48. September 2013 | #UrbanStories NEXT STEPS 5 YEARS PLAN Seed and cultural funding Develop a prototype of the app Partner up with events and festivals Test app with users Refine prototype accordingly Approach brands, sponsors Establish partnerships Develop app focused on 1 city: Paris Raise awareness: bloggers, ambassadors, event Launch app YEAR 1 YEAR 2 Upgrade app’s features Expand in new cities Expand the team Partner with local festivals Marketing campaign YEAR 3 Results: 100k users 120k user generated content 4k ads Results: Final prototype Core community Paris
  49. 49. September 2013 | #UrbanStories NEXT STEPS 5 YEARS PLAN Seed and cultural funding Develop a prototype of the app Partner up with events and festivals Test app with users Refine prototype accordingly Approach brands, sponsors Establish partnerships Develop app focused on 1 city: Paris Raise awareness: bloggers, ambassadors, event Launch app YEAR 1 YEAR 2 Upgrade app’s features Expand in a new city Expand the team Partner with local festivals Marketing campaign YEAR 3 YEAR 4 TO 5 Results: 400k users London Barcelona Results: 100k users 120k user generated content 4k ads Results: Final prototype Core community Paris Results: Establish Urban Stories as a marketing tool Sell licenses to companies
  50. 50. September 2013 | #UrbanStories a Josep Miquel Jové @PepJoveCompany Céline Kniebihler @celinektwitt Anna Raycheva #UrbanStories Contact: urbanstoriesproject@gmail.com project by

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