MULTI-PLATFORM           STORYTELLING:       4 levers, 4 use cases.Presented by: Gunther Sonnenfeld 4.29.2011
simulation
projectTRUST
OBJECTIVE(s):       - understand what trust really means across        industries by seeking out emerging stories         ...
ARCHAEOLOGY FOR KEY THEMES:           PROPAGANDA         FAITH VS. TRUST           RECIPROCITY          TRUST & MONEY     ...
STARTHERE.
persona
OBJECTIVE(s):         - use Algren estate assets & feature       documentary to tell a ‘metastory’ around         artistic...
Algren Early Trailer Cut
extraction
OBJECTIVE(s):      - resurrect lagging sales from the first game        (“Red Dead Revolver”) with an entirely new      st...
Red Dead Redemption Official Trailer
(rich media depicting Dali-esque trainwreck)(outdoor media depicting Bronson-esque showdown)
(graphic novels told as prequels)
(serializations told with modern history; Polish Solidarity)
context
OBJECTIVE(s):        - create a game-like experience in which         search queries are driven by topical or             ...
TAKEAWAYS:    stories are everywhere; we have unlimitedopportunities to curate and contextualize them           at scale.....
thank you
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
Multi-Platform Storytelling: 4 levers, 4 use cases.
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Multi-Platform Storytelling: 4 levers, 4 use cases.

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My PSFK Salon LA presentation at the SoHo House in West Hollywood. The event was a lot of fun and included some fresh thinking (and great examples of different transmedia efforts) from J.C. Christofilis, Ben Rock, Scott Walker and Kristen Olson.

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  • Dear Gunther,
    Greetings from your neighbor, San Diego! I really like your presentations. Very thought-provoking as they deal with the very new Social Media but you explain them by relating it to past theories, sciences, etc.
    As a Brand Strategist with www.mindcode.com and www.kompasstrategy.com, work takes me to Asia, specifically Jakarta, where Social Media is exploding and we are faced with interesting challenges for our clients in how to navigate and join the conversation in this new era of Social Connectivity.

    Let's stay connected.

    ciao, dian
       Reply 
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Multi-Platform Storytelling: 4 levers, 4 use cases.

  1. 1. MULTI-PLATFORM STORYTELLING: 4 levers, 4 use cases.Presented by: Gunther Sonnenfeld 4.29.2011
  2. 2. simulation
  3. 3. projectTRUST
  4. 4. OBJECTIVE(s): - understand what trust really means across industries by seeking out emerging stories through topics & themes in videos & conversation; use current events as ‘metafilters’ - identify behavioral, media consumption and socio-economic patterns through content communities; draw out new correlations & insights - use insights to weave together a new narrative, with various extended threads & user profiles - serve up an experience (such as a game) that uses select media to simulate the dimensions of trust using real-world situations as context; can be used for brands, communities or both.
  5. 5. ARCHAEOLOGY FOR KEY THEMES: PROPAGANDA FAITH VS. TRUST RECIPROCITY TRUST & MONEY RESPECT VS. AUTHORITY TRUST & SCIENCE
  6. 6. STARTHERE.
  7. 7. persona
  8. 8. OBJECTIVE(s): - use Algren estate assets & feature documentary to tell a ‘metastory’ around artistic influence; allow the narrative (chapters & verse) to dictate channels & reinvigorate personas - leverage celebrity artists (writers, photogs, musicians, directors, etc.) to tell their own renditions of the relationship to Algren, using select, immersive media - invite people to participate in unique extended narratives found in games, eBooks, webisodes, etc.; blend fiction & non-fictional elements (& characters) in a new, dynamic storyworld - develop a ‘franchise’ around these coordinated media & co-created assets
  9. 9. Algren Early Trailer Cut
  10. 10. extraction
  11. 11. OBJECTIVE(s): - resurrect lagging sales from the first game (“Red Dead Revolver”) with an entirely new strategic approach; leverage the strength of the writing & central characters - audit game components and extract current marketing assets; rebuild the John Marsten anti-hero archetype into a new storyworld with its own mythology; align first with Hollywood icons from the Wild West - use different media types - billboards, street pop-ups, hyperlinks, graphic novels, rich media, etc. - as critical entrypoints into the storyworld; elicit curiosity, advocacy & participation - create added cultural relevance by aligning emerging themes to cause-related components or modern history
  12. 12. Red Dead Redemption Official Trailer
  13. 13. (rich media depicting Dali-esque trainwreck)(outdoor media depicting Bronson-esque showdown)
  14. 14. (graphic novels told as prequels)
  15. 15. (serializations told with modern history; Polish Solidarity)
  16. 16. context
  17. 17. OBJECTIVE(s): - create a game-like experience in which search queries are driven by topical or sentimental affinities - conversation pieces emerge as ‘fractals’, or clusters of reorganized information; those are matched to different media types - the fractal/media match-ups recontextualize the topics & sentiments & reveal new content communities - users are then given free online tools with which they can remix content as they please & they can syndicate it to their interest graphs (social networks)
  18. 18. TAKEAWAYS: stories are everywhere; we have unlimitedopportunities to curate and contextualize them at scale... for profit... or not. the most success is found at the intersection of media, technology and culture; we shouldliberate channels and methods, not be confined by them. anything is commercially possible providedthat we use storytelling as a means for betterunderstanding the human condition, not just to push messages or media agendas.marketing or branding is not the same thing as storytelling, but it can be; be unreasonable in the quest to tell that better story - it is the only way you can earn meaning, relevance & scale.
  19. 19. thank you

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