20Case Study: "How Pemberley Digital Changed the Game for Cross-Platform Storytelling"14 3-content-lizzie bennetdiaries-final-pdf
Adapting Timeless Stories in Innovative
2013 Primetime Emmy Award Winner – Original
160 in world videos across 5 YouTube Channels.
9.5 Hours of total video. The longest video adaptation of
Pride and Prejudice in history.
35 social media profiles across Twitter, Facebook, Tumblr,
Pinterest, and many more.
50+ million views across YouTube.
$462,000 raised on Kickstarter for DVDs.
Novelization to be published by Simon and Schuster in
90% females / 10% Males.
70% females under 25 (of Total Audience)
Began in April 2012
Variety.com’s #2 Web Series of 2013
28 Videos across 2 YouTube Channels.
2.5 hours of video. So far
Expanded Social Universe across Twitter, Facebook, Tumblr,
Expanded Universe to a website.
Integrations with Samsung Mobile, Modcloth clothing.
5 times the revenue of The Lizzie Bennet Diaries
93% females / 7% Males.
56% females under 25. – Double digit gains in the over 18
The Importance of User Experience
User/Viewer Experience is our Top Priority
– The Story comes first. Make it easy to consume.
– Don’t require the user to do anything interactive.
• Lean back. Get a good story.
– Encourage the user to lean in - Reward them
• Interact with iconic characters.
• Explore their character archetypes
• See the story from their POV.
– Never directly call out an item or a link.
– Show the use of a product and highlight it.
• In Video and in Social
– Make it easy for the user to find out more about the product.
– Make the product part of the story.
– If the user clicks through; it’s their idea.
The evolution of Emma Approved extends the character into a multi-platform personality
brand. – Twitter, Facebook, Pinterest, Tumblr, Instagram, Website.
on her personal
Full Look – Available at Nordstrom
Galaxy Gear - Part of the Story
Product Featured: Samsung Galaxy Gear
Feature Demonstration: Photo Capabilities
Demonstrated on video and then photo as part of the social story.
Senator Elton shows Harriet how his
Galaxy Gear works, then snaps a
picture of her
Emma tweets and instagrams the
picture of Harriet that was taken
with Senator Elton’s Galaxy Gear
Galaxy Gear – Part of the Story
Product Featured: Samsung Galaxy Gear Watch
Feature Demonstration: Camera Capabilities Video Sync
Demonstrated on video and then ported as part of the social story.
Senator Elton records Harriet
singing “Picture Perfect” with his
Senator Elton shares Harriet’s video
with Emma, then Emma tweets and
instagrams the video.
Holiday Gift Guide –
Product Featured: Galaxy Note 3 & Galaxy Gear
Because Emma is a lifestyle personality she can recommend items and it is authentic the character and the
story world experience.
Holiday Spirit – Watch integration.
It is both a tech device and a fashion accessory.