Presentation given at IAB Mixx on Sept. 18th 2013 http://iabcanada.com/events/mixx-canada/

1. James Milward

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3. 3

4. Put Simply, We Make:
‘Digitally Accelerated Stories’
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8. Because really,
WE’RE ALL
STORYTELLERS
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9. “When emotionally absorbed in
character and plot, we are easy to
mold and manipulate”
- Jonathan Gottschall,
The Storytelling Animal
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10. Traditional Media Ecosystem
PLAYERS
FORMATS
PLATFORMS
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11. STORY = LINEAR
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12. Traditional Media Ecosystem
PLAYERS
Institutional (99%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Publishers
FORMATS
22 + 44 min eps
Movies of the week
:15/:30/:60 Sec Spot
Product Placement
Advertorial
Books, Mag & Print Ad
Billboard/shelter, etc.
Experiential
PLATFORMS
(Delivery Technology)
TV
Radio
Outdoor
Print
Independent (1%)
???
Cable Access
Indie Filmakers, Writers
and Publishers
Fan Fiction
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13. Traditional Media Ecosystem
CONTROLLED BY FEW
= CLOSED SYSTEM
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14. Traditional Media Ecosystem
ONE WAY
CONVERSATION
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15. LINEAR PROCESS
{Character +
Predicament +
Attempted Extrication}
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16. BUT THEN...
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17. MASS
CONNECTIVITY
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18. DEMOCRACY
UBIQUITY
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19. MASS
LEVELING
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20. CHOICE +
ENLIGHTENMENT
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21. The ‘New’ Media Model + Ecosystem
PLAYERS
Institutional (60%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Media Publishers
Independent (40%)
Technology Players
Individuals AS Brands
Anyone can become a
Creative, Producer,
Broadcaster + Media
Publisher
FORMATS
PLATFORMS
(Delivery Technology)
22 + 44 min eps
:15/:30/:60 Sec Spot
Product Placement
Advertorial
Print Ad
Billboard
TV
Radio
Outdoor
Print
Experiential
Websites + Blogs
Desktop Apps
UGC (Vid, Img + Text)
Webisodes
Interactive Films
Viral ‘Ads’
Display Ads
Mobile Apps
Connected TV Apps
Desktop Browsers
Desktop OS (for apps)
Mobile Browsers
Mobile OS (for apps)
OTT Tech Boxes
Connected TV’s
Digital Displays
***Google Glasses
***Biometrics / Haptics
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22. The ‘New’ Media Model + Ecosystem
PLAYERS
Institutional (60%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Media Publishers
Independent (40%)
Technology Players
Individuals AS Brands
i.e. Anyone can
become a Creative,
Producer, Broadcaster
+ Media Publisher
FORMATS
Websites + Blogs
Desktop Apps
UGC (Vid, Img + Text)
Webisodes
Games
Interactive Films
Viral + Display ‘Ads’
Mobile Apps
Connected TV Apps
PLATFORMS
(Delivery Technology)
Desktop Browsers
Desktop OS (for apps)
Mobile Browsers
Mobile OS (for apps)
OTT Boxes + Consoles
Connected TV’s
Digital Displays
***Google Glasses
***Biometrics / Haptics
Apple = iOS + Apps + iTunes + iPhone/iPad
Google = Search Engine + Google Adwords + YouTube
Google = Android + Apps + Any Device + Goog Store
Amazon = Custom Android + Kindle + Product Dist.
Samsung = Custom Android + Connected TV’s
***Nike = Fuelband / NikeiPod + NikePlus
& Facebook, Twitter, Pintrest etc, create API’s 22

23. The ‘New’ Media Model + Ecosystem
‘TRUE’
CONVERSATION
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24. STORYTELLING
EVOLVES
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25. Exponential growth and change
can create exponential problems...
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26. COMPETITION
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28. COMPLEXITY
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29. LOSS OF
CONTEXT
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30. MORE CHOICE =
FRAGMENTATION
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31. INTERACTIVE PROCESS
{Character + Predicament + Attempted Extrication}
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32. INTERACTIVE PROCESS
{Character + Predicament + Attempted Extrication}
- Who is this
now?
- If users can
reach back how does this
evolve the
predicament?
- If always online, and
collaborative - what does
this mean to resolutions
of stories?
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33. CONTROL = ILLUSION
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34. IF CONTROL
~
THEN
~
BE IN CHARGE
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35. BUT HOW?
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36. We break every project into 3 phases:
STORY
+
FORM
+
FUNCTION

37. A DEFINED ITERATIVE CULTURE
Which has created a unique and proprietary PROCESS for:
Collaborative Ideation +
Interactive Storytelling
Creative, Design +
Production
Data Driven
Distribution
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38. NEW PROCESS REQUIRES
• New types of teams
• New formats for story connection ‘hooks’
• An iterative approach to execution and refinement
• Proprietary technology, which gets better & better, the
more we utilize and deploy
• A distinct ability to monitor / use data to improve results
• Understanding of what connects and matters now, and
monitoring / anticipating what will matter next
• A growing, retained audience which we can re-ignite by
expanding new narratives
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39. OUR TEAM IS MADE UP OF:
• Strategists
• Creative Producers / Story Engineers
• Art Directors + Designers
• HTML5, Unity, Flash, Front & Backend Developers
• iOS & Android Mobile Developers
• 2 & 3D / Motion Graphics Animators
• Social Media, Distribution & Activation Experts
• Data Driven Story Analysts
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40. CREATE COMMON ASSUMPTIONS:
• No one cares about our story = Need to grab attention
• Characters = Key to attracting empathy & emotion
• Conflict / Predicament = create ‘stop & gawk’ moments
• Surprise = Twist the story, so you can’t look away
• Create a sense of ‘flow’ = Unconscious interaction
• No one has time for our story = Easy / lazy ask
• Users are living double lives = Need to appeal to both
• Aspiration = Users need to share / advocate to validate
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41. Case Studies
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42. Case Studies:
Stanfield’s
Inventing a story that takes on a life of it’s own...

43. Who We Are Our Work Discussion

44. Who We Are Our Work Discussion
Stanfield’s Reel
http://www.thesecretlocation.com/projects/stanfields-the-guyat-home-in-his-underwear

45. Who We Are Our Work Discussion

46. Who We Are Our Work Discussion

47. Who We Are Our Work Discussion

48. Who We Are Our Work Discussion

49. Stanfield’s Results
• In less than 7 days, we reached our goal of 25,000 likes on
Facebook and reached 50,000 likes and $50K in 22 days.
• #1 Fastest growing social media campaign in
Canadian history
• Pulled in over 750,000 visits over the full 25 days.
• We streamed 3,266,515 minutes of video or 6.2 years
• Received coverage from every major TV network, Newspaper,
Radio Station and News Website in Canada
= 42 Million Media Impressions and ridiculous ROI

50. Stanfield’s Process & Learning
• Question why doe this matters to anyone?
• Stories with a purpose are inherently more meaningful to watch
• Cast and big ‘character’, who’s true story was real & unflappable
• Create the right ‘predicament’ that was novel and meaningful
• Let the story take the lead and the brand take the supporting role
• Engage audience in a dead simple ask = ‘Like’ to donate $1
• Plan ahead in detail, and then let the story unravel naturally
• Manage and respond when circumstances change
• Listen to the audience and respond the what they want
• Resolve and celebrate success, with the audience
• Think about how the story continues after you are done running

51. Case Studies:
Big Brother
Adapting behaviour, to augment and engage a
totally new story...

53. Big Brother Case Study & Reel
http://www.thesecretlocation.com/projects/big-brother-canada

54. Big Brother Results
On TV:
• 2.7 million Canadians tuning in weekly
Digitally:
• Over 1.3 million hours of streamed live feeds
• Over 23 million page views (over 30% Mobile)
• Record-setting engagement:
• 75,000 registered game users
• 500,000 votes in Power Play / Power Shift interactions
• 85,000 social shares, 53,000 Likes, 45,000 twitter follows
• 1st Canadian TV show to hit #SocialTV Top 10 last season
• Nominated for 2 Social TV Awards (ceremony July 16th).

55. Big Brother Process & Learning
• Gaining insight into existing behaviour is critical.
• Don’t invent behaviour - enfranchise existing behaviour.
• The audience already tells ‘the story they care about’ so think about
what they care about and then make that your story.
• Make it easier for them to share - and reward them.
• Competition creates great social stories.
• People love to be right and ‘get it right’ in front of friends.
• Creating ways to enable influence over narrative is critical.
• Surprise and twists make people stay longer and come back.

56. Case Studies:
Playgrounds
Creating utility out of an aspirational story

57. Who We Are Our Work Discussion

58. Who We Are Our Work Discussion

59. Playgrounds’ Results
• Over 65,000 app downloads in the first 2 months
• 95% Active user engagement and activity within the application
• Red Bull global adoption
• Currently in production, a new mandate for Secret Location to
expand and grow the application
Check it out here: http://redbull.ca/playgrounds

60. Playgrounds Process & Learning
• Project or a Product? - Decide what’s important about the story
• Characters / Aspiration is the key to sparking interest
• Simplicity is part of the storytelling
• Features & complexity of ‘on-boarding’ audience are problematic
• Tie into a similar story / auience on amplification & partner
platforms that matter to the audience you’re hoping to attract
• Learn and iterate as you grow - Product vs. Project means the
party never ends - prepare for the long tail of the story to evolve

61. Case Study (I wish was ours):
Chipotle ‘Scarecrow’
Digital Short Film + Game + Real World Reward
Disclaimer: Secret Location DID NOT Produce this project, we simply admire it.
Project Created by Chipotle and Moonbot Studios

62. Scarecrow Film on YouTube
http://www.youtube.com/watch?v=lUtnas5ScSE

63. Scarecrow Insights
From the outside looking in:
• Clear commitment to the message and execution at high level
• “Cultivate a Better World" extends existing messaging, and
creates a compelling narrative, tying into a cultural undercurrent
• Common purpose makes collaboration successful
• The Brand isn’t afraid to take a back seat to story
• The creative process itself can grab attention and add a layer to
the story that give audiences more content to share
• Story can be the gateway one form / format and lead
somewhere else, continuing that story in a seamless and more
engaging way.

64. IN CONCLUSION
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65. “Typewriter is a means of transcribing
thought, not expressing it.”
– Marshall McLuhan
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66. We can’t fixate on Technology
Platforms or Formats
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67. STORY gives connections
meaning.
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68. Yet STORYTELLING will continue to
evolve.
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69. REMEMBER...
These formats and platforms are as
fluid as innovation and as iterative as
our ability to adapt.
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70. BE IN CHARGE
And give up the expectation of control
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71. BE IN CHARGE
And give up the expectation of control
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72. QUESTIONS /
DISCUSSION
mail: james@thesecretlocation.com
twitter: @secretlocation

73. Thank You!
mail: james@thesecretlocation.com
twitter: @secretlocation