Tell me a (transmedia) storyPresentation Transcript
We are storytellers… But can we be storymakers? And empower consumers to be the storytellers?
“Man is eminently a storyteller. His search for a purpose, a cause, an ideal, a mission and thelike is largely a search for a plot and a pattern in the development of his life story -- a story thatcraves meaning and pattern.” Eric Hoffer, American social writer & philosopher “Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.” — Robert McKee
Stories are so important to us. They teach us. Provide motivation. Validate our lives. Provide a compass. Help us connect.
Hyper social, newly participative, ‘living’ transmedia… …armed with ideas
We live in an ever expanding &crowded media space
We’re functioning in an amazing multi-platformed world
We are storytellers…and our environmentis now offering morex What if we could create a story more powerful than traditional advertising?x What if we we were able to go beyond the limits of what our media budgets allowed us to do?x What if we could create a movement where our audience helps to build & shape the story further?
The girl Her friends Random My friendsme people Transmedia story experience Brand Multi-platform touch points Communities Consumer
Transmedia storytelling, in its simplest form, integrates (entertainment)experiences across a range of different media platforms……. …It immerses an audience in a story through a number of different entry points, providing a comprehensive & coordinated experience of the entire story. A rich story that lives & breathes through different channels & platforms.
Rather than spread one big idea across different media types, you utilise differentfunctions and communities to allow you to tell different parts of the sto ry Suc c e ss frag r nar men elies o rati ting n eac ve a hm nd m the wha edia s aking t it d pace oes d bes o t
Each media type should n provide compelling reaso to engage at that point, clearly integrated to d provide ease of access an high involvement Each channel should be strong and self-containedenough to live on its own, but can then be pulled together into a greater brand narrative
Where it started…
From the boardroom to the bedroom
The Matrix Trilogy - An early example of Transmedia Storytelling. What the general public sawWhat die hard communities found (and talked about)
TV / Film Gaming Brands Natural storytelling Opportunity for inherent in categories brands to adopt these story ‘habits’ from entertainment and gaming
Expansion of Transmedia Storytelling is powered by 3 key drivers: In society A move to Hypersociability Paid for vs Open An explosion in source/free cross platform In Entertainment usage In Marketing
What makes it different from a traditional multimedia campaign?
But isn’t this Cross Media or just plain integrated marketing? The most significant difference with Transmedia The creation of knowledge communities around a deep, rich powerful story which fuels the passion of these communities to add to & spread the story further
It’s about exciting these communities… “Produce something that pulls people together and gives them something to do.” -Henry Jenkins
Transmedia targets the more active Targets these guys To feed them all Forrester participation ladder
Due to its differences it requires different media planning considerations. Media Neutral Planning Transmedia Planning
Simple / single-layered may not always be best… Advertising Transmedia Simple Richer / more complex Get message across Get message across, fuel thought, spur action, spark community, encourage discussion & spread further
Why are brands doing it?• Consumers’ lack of attention• Media choices, i.e watching TV while using the Consumers want stories but nowcomputer, multi screen usage have a lot more of a role in affecting those stories.• Spectator to participator culture, The best storytelling brands win.• Consumers comfort & impatience with mediatechnology, they want content to come with them.
Three stories TV / Film Gaming Brands
Audi A3The Art of the Heist
The brand new Audi A3 goes missing. Audi are clueless, a mysterious retrieval company is hired, but it falls upon eagle eyed members of the public to follow the clues and solve the crime.
Players are directed to the mysterious lastretrieval.com, no mention of Audi, yet…
A break in filmed on CCTV, an Audi A3 stolen.
The following day, a simple sign replaces the car at the NY Auto Show. Blogs pick up on it asap.
StolenA3.com, the place to go for information launches, recording every little clue.
Eight short films provide the back story, an Audi ‘official’ pleads for information.
Campaign goes mainstream, TV ads and billboards direct players back to lastretrieval.com.
Players are recruited as retrievers after solving codes in classified ads, one character reveals some clues on live TV.
Those who have made it this far are rewarded with a live event playing out the final stages of the campaign.
Began with a TV ad
Character’s full stories come to lifethrough other channels (22 in fact)
A call to action goes out encouragingeveryone to get involved
More ads are released, drawing more consumers in and adding new layers to the story
Even more channels areintroduced, and PR reallybegins to take off
Another call to action,this time to decide thefate and choose theending
The story concludeswith a final TV ad,once again pulling innew people toexperience the wholestory
Batman: Dark Knight Why so Serious?
Why So Serious invited players to become part of Gotham City, to choose their allegiance in the run up to the release of the film.
The story began with Harvey Dent and the launch of his political campaign.
One person remained unimpressed. The joker created his own site and provided hidden messages in an attempt to sway supporters.
The Joker began his recruitment drive, sowing the seeds of anarchy and inviting players to become part of the chaos.
Hundreds heeded the call and began a scavenger hunt to uncover the mysteries to become part of Gotham City.
A ransom note was uncovered by players, their next challenge, appear at 49 famous landmarks dressed as The Joker.
Those who took part received copies of The Gotham Times with fictitious websites. Gotham city had come alive.
Gotham City PD soon got involved, the corruption of Gotham was revealed. TheJoker wasn’t done. Baked within cakes lay mobile phones, a constant connection to the Joker.
After Heath Ledger’s death, the focus went to Harvey Dent and his efforts were doubled. New recruits and old spread the message of Harvey Dent, here to clean up Gotham.
Men on the street wasn’t enough, the campaign trail went nationwide.
The Joker was far from done. Packages placed around the country revealed his plan.
The puzzles and clues continued. The latest Dark Knight trailer cruelly defaced.
The campaign was a huge success, over 10m took part across 75 countries. The Dark Knight ARG is regarded as the most immersive campaign ever.
Community Results Google Results Blogs 2,870,000792,104 Flickr YouTube 16,102 7 Videos 700,652 views
Those who believe in change believe in Batman. Hundreds gathered, only to be once again beaten by the Joker. He had finally had the last laugh.
Based on the Halo storyline, a campaign is launched to build excitement and interest in the run up to the launch of Halo 2.
Other brands are doing it too...... Most Interesting Man scavenger Microsoft The hunt Vanishing Point Reebok Secret McDonald’s The Lewis Secret Ring
Burger King Tender Crisp Bacon Cheddar adDarius Rucker/Hootie & the Blowfish And heaped with loads of other cultural references David La Chapelle Brooke Burke Big Rock Candy Moutain
Encouraging community & conversation in all audiences
This is not something new to AMV
Advertisers Redefining their relationships Consumers The role for agencies is to facilitate and nurture these relationships.
Becoming better transmedia storytellersx Moving from campaigns to conversationsx Thinking for communityx Encouraging conversation & content creationx Understanding some key principlesx Learning to build a Transmedia worldx Partners who can help
From campaigns to conversationsCONSUMER RESPONSE BOUGHT BOUGHT BOUGHT MEDIA MEDIA MEDIA TIME BOUGHT EARNED EARNED EARNEDPARTICIPATION EARNED COMMUNITY EARNED BOUGHT EARNED EARNED EARNED EARNED BOUGHT OWNED OWNED OWNED OWNED OWNED OWNED TIME
Look through the lens of community Think like a community organiser. Are we helping a community to form?
The 4C’s of Communityx Comment – the initial start of involvementx Conversation – comment explodes into exchangex Content - conversations spawns creationx Commitment – communities make shit happen
Some key principles1. Spreadability vs Drillability2. Immersion vs Extractability3. Worldbuilding4. Seriality5. Blur the line between reality and fiction6. Performance
1. Spreadability vs Drillability Multi-faceted, multi-platformed content Singular shareable concept that encourages further exploration & subsequent sharing
2. Immersion vs. Extractability
3. World building Fans want to map out as much of this ‘world’ as possible.
4. Seriality Significant moments & meaning may not be linear but across multiple media systems.
5. Blur the line between reality and fiction Indirect content & experiences (mock websites) are part of the illusion of reality.
6. Performance Fans’ actions can be integral and should be woven in as ‘performance.’
Learning to build transmedia worlds
Partners who can help
“Because there is a natural storytelling urge and ability in all human beings, even just a little nurturing of thisimpulse can bring about astonishing and delightful results.” —Nancy Mellon, The Art of Storytelling