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Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
Cross media storytelling
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Cross media storytelling

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  • 1. cross media storytelling creating the audience experienceWednesday, March 9, 2011
  • 2. cross media storytelling integrated experiences across multiple media, including internet, video and film, broadcast and cable TV, mobile devices, DVD, print and radio.Wednesday, March 9, 2011
  • 3. cross media storytelling cross media experience: involves audience interactivity an experience that we “read” by watching movies, reading a novel, playing a game, riding a ride. multiple delivery channels: stimulating all sensesWednesday, March 9, 2011
  • 4. PERSONAL SHARED watching: (moving pictures) TV, mobile cinema phone, laptop PASSIVE TV reading: book, mobile, theatre kindle, ipad handheld game mobile device multiplayer game laptop theatre INTERACTIVE ipad, slate ipad/slate kindle: interactive fictionWednesday, March 9, 2011
  • 5. ENGAGEMENT new cross mediaWednesday, March 9, 2011
  • 6. cross media communications requires a pro-active role by the audience to interact with the experience and get more directly engaged and involved. branding a product call to action for causes experience the messageWednesday, March 9, 2011
  • 7. story and play story: narratology play: ludology cross media experiences are a combination of both. the various media are involved and tied together with a story that travels across all of media. to follow the story the user/reader has to engage across media and get involved with each. play through stories, experience through imageryWednesday, March 9, 2011
  • 8. cross media storytelling participatory cross media experiences engage user/readers to be more actively involved in the media experiences and are rewarded with more awareness and ownership. As users/readers become a part of the cross media communications they have more at stake in what happens and can possibly influence the resultsWednesday, March 9, 2011
  • 9. cross media storytelling mixed media: combining several media together in a collage of one experience artistic collage: photographs, paint, paper performance: acting on stage, lighting, film, and live music mixed media: diversity of different media experiences that are related.Wednesday, March 9, 2011
  • 10. cross media storytelling Connectivity ability to get online and have a highspeed, broadband connection that enables media to be experienced with a fair degree of ease and successWednesday, March 9, 2011
  • 11. cross media storytelling Ubiquity an experiences we can have whenever we want. always have media content at our fingertips allows for cross media experiences to be as much, or as little, a part of our daily lives as we like.Wednesday, March 9, 2011
  • 12. cross media storytelling RETRO-ACTIVE PRO-ACTIVE design and development take full campaign tie-ins place with an based on supporting established story and media experiences related media experiences are interwoven with the existing media.Wednesday, March 9, 2011
  • 13. books & print media role of books and print media in cross media storytelling discursive: books are mainly linear and provide a progression through a story. good at serving as guides through the rest of the cross media canonical and can be used to verify and validate the story as it moves across the mediaWednesday, March 9, 2011
  • 14. magazines & newspapers magazines and newspapers wide exposure through articles, reviews and paid articles enable cross media experiences read access into our lives by being available at grocery stores, convenience stores etc.Wednesday, March 9, 2011
  • 15. magazines & newspapers daily, weekly, monthly availability/ accessibility allows pacing to be set for the cross media experienceWednesday, March 9, 2011
  • 16. print advertising print advertising raise awareness of the cross media communication used to plant clue to draw fans deeper into the experienceWednesday, March 9, 2011
  • 17. serial regular schedules of magazines and newspapers make them ideal for creating serial content that pulls us back again and again for each installment. the serial nature of magazines and newspapers aids in setting the tempo of a cross media experience as we keep returning to learn more.Wednesday, March 9, 2011
  • 18. print vs. digital competition for electronic and digital media print magazines and newspapers dwindling/dying new business models delivery, access, content, archives a new and evolving space.Wednesday, March 9, 2011
  • 19. electronic media television radio movies musicWednesday, March 9, 2011
  • 20. electronic media: broadcast real time most effective way to reach large audiences major networks (ABC, CBS, NBC) & cable networks Broadcast media: TV & radio: no lag time broadcast >> cable on demand, more contentWednesday, March 9, 2011
  • 21. electronic media: movies tent pole experience: leveraged on one main feature, extending through different channels. blockbuster hits can still attract a lot of media coverage and garner enough attention to draw us into a world beyond the movie.Wednesday, March 9, 2011
  • 22. electronic media: music music can be found in almost every types of media as well as standing on its own. important component to the experience of movies, television and games. shapes media experience affective: sets the mood effectively soundtracks: memorable replay, portableWednesday, March 9, 2011
  • 23. transformation of television television: primary experience based on time segments and pre-packaged audio visual units (film & video tapes) limited “live broadcasting” - janet jackson speaks to issues of authority & controlWednesday, March 9, 2011
  • 24. transformation of television technological: digitalization, interactivity, slivercasting, environmental: the changing media landscaping regulatory: neo-liberal logic of deregulation economic: new platforms, new players, new interestsWednesday, March 9, 2011
  • 25. reframing television evolution of application technology to media asset webcams, surveillance cams, oprthoscopes, video phones liveliness: twitterTV teleVISUAL: online integration: playstation, netflix, PS3, appleTVWednesday, March 9, 2011
  • 26. digital generation no fear of technology consume media with all of their senses they don’t want to just interact: they want to create expectation: an experience that will be more than TV, books or moviesWednesday, March 9, 2011
  • 27. what is more? more: the way the child ingests, uses and manipulates the content, making it unique and her own how she will overlay the various forms of the same story, or perhaps different stories with a thread of similarity that only she gets. reading-chatting online-playing a game-watching tv...all at the same time.Wednesday, March 9, 2011
  • 28. synergy the multiple formats have to work together seamlessly develop content for all forms simultaneously forms are based on a story but significantly different from each other and deliver a different user experience.Wednesday, March 9, 2011
  • 29. individualized experience seek ongoing dialogue create online community that mimics the places in the stories, allowing them to play within that space and imagine who they might want to be, if not themselves immerse them in a brand, inviting not only to participate but to create their own reality. provides a dynamic experience that makes products/stories alive and ever changing.Wednesday, March 9, 2011
  • 30. case study: While we believe that actions usually speak louder than words, we also value the power of story telling and the clarity and intimacy that good environmental writing can bring to our community. Our environmental feature stories are such testaments, reflections, rants and raves. Colleagues, activists and friends are here, lending their voices to our stubborn and ongoing work for wilderness preservation.Wednesday, March 9, 2011
  • 31. simplicity.Wednesday, March 9, 2011
  • 32. telling the story.Wednesday, March 9, 2011
  • 33. investing in the story.Wednesday, March 9, 2011
  • 34. committing to the story.Wednesday, March 9, 2011
  • 35. living the story HTTP://WWW.YOUTUBE.COM/WATCH?V=CWBZ_PXYC0AWednesday, March 9, 2011
  • 36. mobile story Patagonia in your Pocket Download the new Patagonia iPhone App and get full access to Patagonia clothing and gear right from your iPhone. Download the Patagonia iPhone App for free Shop the Patagonia line from your iPhone • Shop for Patagonia products, including Web Specials and seasonal sale items • Fill and manage your shopping cart from your phone • Shop by Category, Sport, search by product name or style number • See product views in all colors — on-model views also available • Find complete size & fit information • Zoom feature for detailed viewing on your iPhone • Find customer ratings and read product reviews • View related sport videos • Quick-fill address fields with information imported from your saved contacts • Find carbon footprint information on many products • Share gift ideas and suggestions with friends via email or Facebook • Follow Patagonia on Twitter Receive timely notifications • Receive alerts about sales, new product releases and promotions Find a Store • Use your location to find the store nearest you, get directions and view area map • Get store hours and contact information Download the Patagonia iPhone App for freeWednesday, March 9, 2011
  • 37. sharing the storyWednesday, March 9, 2011
  • 38. listen to the story. Buy a song, save the planet. Thats the grand notion behind Patagonia Music, an initiative being launched by a former world-class rock climber, more than 100 musicians and dozens of environmental organizations.Wednesday, March 9, 2011
  • 39. writing the storyWednesday, March 9, 2011
  • 40. the micro script rules IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS, IT’S WHAT THEY REPEATWednesday, March 9, 2011
  • 41. rule 1: its what they repeat TO COMMUNICATE YOUR IDEA IN A DIGITALLY POWERED, HYPER- CONNECTED WORLD, IT’S NOT WHAT YOU TELL PEOPLE OR EVEN WHAT THEY HEAR THAT DRIVES COMMUNICATION. IN THIS WORLD, WHAT’S MOST IMPORTANT IS: IT’S WHAT PEOPLE WANT TO REPEAT AFTER THEY’VE HEARD YOU.Wednesday, March 9, 2011
  • 42. rule 2: every screen is a word of mouth machine WITH WOM, EITHER TRUST COMES FIRST OR THERE WON’T EVEN BE A CONVERSATION, WON’T BE TRIAL, WON’T BE ANYTHINGWednesday, March 9, 2011
  • 43. rule 3: what they want to repeat are micro scripts IT’S THE QUICKER-PICKER UPPER. NOTHING GETS BETWEEN ME AND MY CALVINS? WHAT WOULD JESUS DO? LOCATION, LOCATION, LOCATION. WHAT HAPPENS IN VEGAS STAYS IN VEGAS.Wednesday, March 9, 2011
  • 44. the micro script rules Q: BUT ISN’T A MICRO-SCRIPT JUST A CATCH PHRASE OR A SOUND BITE? A: SURE, BUT IT’S MUCH, MUCH MORE—A VERY SPECIAL KIND OF SOUND BITE. IT’S A STORY BITEWednesday, March 9, 2011
  • 45. the micro script rules THE KEY FOR ANY COMMUNICATOR IS THAT, ONCE YOU HAVE YOUR BIG IDEA, YOU HAVE TO LEARN TO EXPRESS IT IN MICRO-SCRIPTWednesday, March 9, 2011
  • 46. the micro script rules IT EITHER TELLS A WHOLE STORY OR PROVIDES A PIECE OF A STORY THAT FITS TO ONE ALREADY RUNNING IN THE BRAIN. IT’S USED TO INFORM, IMPRESS OR INFLUENCE, SO IT MUST CONTAIN JUST ENOUGH INFORMATION TO PERSUADE ANOTHER PERSON TO CHANGE A MIND, OR HAVE PERMISSION TO ACT. FRIENDS DON’T LET FRIENDS DRIVE DRUNK. IT’S FINGER-LICKIN’ GOOD. GUNS DON’T KILL PEOPLE, PEOPLE DOWednesday, March 9, 2011
  • 47. big rule 4: Build Them on a Dominant Selling Idea THE DOMINANT SELLING IDEA IS THE SINGLE MOST UNIQUE, IMPORTANT AND OWNABLE ADVANTAGE THAT YOU CAN CLAIM THAT OTHERS CAN’T (OR DON’T). IT’S YOUR SINGLE BEST DIFFERENTIATING ATTRIBUTE—THE DIFFERENCE THAT MAKES THE DIFFERENCE. IN MARKETING TEXTBOOK TERMS, IT IS BRAND POSITIONING BROUGHT TO ITS SHARPEST, MOST SPECIFIC EDGE.Wednesday, March 9, 2011
  • 48. the micro script rules SAFEST CAR. THE DENTISTS’ #1 TOOTHPASTE. THE WORKING MAN’S FAVORITE BEER. THE FASTEST HEADACHE PILL. THE LONGEST-RANGE JUMBO JETWednesday, March 9, 2011
  • 49. the micro script rules FROM NOW ON, THE BEST BRANDS WILL BE BUILT WITH FEWER, SIMPLER ELEMENTS FROM THE GROUND UP.Wednesday, March 9, 2011
  • 50. the micro script rules IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS, IT’S WHAT THEY REPEATWednesday, March 9, 2011

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