Cross media storytelling

cross media storytelling
creating the audience experience

Wednesday, March 9, 2011


integrated experiences across multiple media,
including internet, video and ﬁlm, broadcast and
cable TV, mobile devices, DVD, print and radio.



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 senses


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 ﬁction


ENGAGEMENT
new cross media


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 message


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 imagery

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
results


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.



Connectivity

ability to get online and have a highspeed,
broadband connection that enables media to be
experienced with a fair degree of ease and
success



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.


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.


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 media


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.


magazines & newspapers

daily, weekly, monthly

availability/ accessibility

allows pacing to be set for the cross media
experience


print advertising

print advertising

raise awareness of the cross media
communication

used to plant clue to draw fans deeper into the
experience


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.


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.


electronic media

television

radio

movies

music


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 content


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.


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, portable

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 & control


transformation of
television
technological: digitalization, interactivity,
slivercasting,

environmental: the changing media landscaping

regulatory: neo-liberal logic of deregulation

economic: new platforms, new players, new
interests


reframing television
evolution of application technology to media asset

webcams, surveillance cams, oprthoscopes, video
phones

liveliness: twitterTV

teleVISUAL:

online integration: playstation, netﬂix, PS3,
appleTV


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 movies


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.


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.


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.

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.


simplicity.


telling the story.


investing in the story.


committing to the story.


living the story

HTTP://WWW.YOUTUBE.COM/WATCH?V=CWBZ_PXYC0A


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.

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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
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• 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 free


sharing the story


listen to the story.

Buy a song, save the planet. That's 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.


writing the story


the micro script rules

IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS,
IT’S WHAT THEY REPEAT


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.


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 ANYTHING


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.


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 BITE



THE KEY FOR ANY COMMUNICATOR IS THAT,
ONCE YOU HAVE YOUR BIG IDEA, YOU HAVE TO
LEARN TO EXPRESS IT IN MICRO-SCRIPT


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 DO


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.



SAFEST CAR.

THE DENTISTS’ #1 TOOTHPASTE.

THE WORKING MAN’S FAVORITE BEER.

THE FASTEST HEADACHE PILL.

THE LONGEST-RANGE JUMBO JET



FROM NOW ON, THE BEST BRANDS WILL
BE BUILT WITH FEWER, SIMPLER ELEMENTS
FROM THE GROUND UP.


Cross media storytelling

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