Liverpool Science Park Breakfast: social media morning

1,149
-1

Published on

Presentation by Kathryn Corrick on behalf of emarketeers.com to Liverpool Science Park monthly breakfast, on storytelling and digital media.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,149
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Released in US - July 14, 1999 Production Budget - $35,000 Total US Gross - $140,539,099 Prints and Advertising Budget - $6,500,000 Other films using similar techniques: A.I. (Artificial Intelligence) – Warner Bros’ created an ARG called ‘The Beast’ See Dan Hon’s talk for TEDx - http://www.youtube.com/watch?v=JhqWyhMGRLg Similar techniques used for the film A.I. where Warner Bros’ created a ARG called the Beast. See: Worldwide Gross - $248,300,000 A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show "Split Screen" with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, "flyering" Sundance with "missing" leaflets . http://tbwp.freeservers.com/webring.html http://www.blairwitch.com/mythology.htm
  • Released in US - July 14, 1999 Production Budget - $35,000 Total US Gross - $140,539,099 Prints and Advertising Budget - $6,500,000 Other films using similar techniques: A.I. (Artificial Intelligence) – Warner Bros’ created an ARG called ‘The Beast’ See Dan Hon’s talk for TEDx - http://www.youtube.com/watch?v=JhqWyhMGRLg Similar techniques used for the film A.I. where Warner Bros’ created a ARG called the Beast. See: Worldwide Gross - $248,300,000 A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show "Split Screen" with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, "flyering" Sundance with "missing" leaflets . http://tbwp.freeservers.com/webring.html http://www.blairwitch.com/mythology.htm
  • ‘ A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show "Split Screen" with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, "flyering" Sundance with "missing" leaflets .
  • Released in US - July 14, 1999 Production Budget - $35,000 Total US Gross - $140,539,099 Prints and Advertising Budget - $6,500,000 Other films using similar techniques: A.I. (Artificial Intelligence) – Warner Bros’ created an ARG called ‘The Beast’ See Dan Hon’s talk for TEDx - http://www.youtube.com/watch?v=JhqWyhMGRLg Similar techniques used for the film A.I. where Warner Bros’ created a ARG called the Beast. See: Worldwide Gross - $248,300,000 A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show "Split Screen" with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, "flyering" Sundance with "missing" leaflets . http://tbwp.freeservers.com/webring.html http://www.blairwitch.com/mythology.htm
  • http://www.campfirenyc.com/archive/2006/10/10/audi-the-art-of-the-heist/ Challenge. In the spring of 2005, Audi of America launched the A3, a premium compact which was a new category of car in the North American market. It was loaded with innovations and retailed at a higher-than-expected price. On top of that, other luxury car companies who had attempted this before had failed. Audi faced a significant challenge. Target. Highly affluent ($150K+), stylish, tech-savvy, web-addicted young men (ages 25-34) who are extremely active and mobile Solution. “The Art of the Heist” embraced the target audience’s need of control over their environment and invited them into an immersive 24-hour-a-day alternate reality. This story blurred fact and fiction by concocting a mysterious storyline that involved consumers in the recovery of an A3 stolen from AudiÕs Park Avenue headquarters in New York City. At the heart of the narrative were six new A3s containing coded plans for the largest art heist in history; however, one car contained the key to decrypting the information hidden in all the others, and the mystery surrounding the “heist” unfolded in real time over three months across the country. The Heists final chapter was played out in front of a live audience at the Viceroy Hotel in Los Angeles, where we finally discovered who the real villain was. Media. Over the course of 90 days, consumers engage with the immersive entertainment experience through: Television Newspapers Outdoor Commuter Rail Magazines Websites Blogs Live Events Email Podcasts Films Seeding Online Advertising Direct Mail Radio Wild Postings Voicemail Results. In the first 90 days of the campaign: » 45 million PR impressions » 2 million AudiUSA.com visitors » 500,000 story participants » 10,000 dealer leads » 4,000 test drives » 1,025 cars sold
  • http://www.wired.co.uk/wired-magazine/archive/2010/08/features/transmedia-conspiracy-for-good?page=all http://www.conspiracyforgood.com/about
  • Liverpool Science Park Breakfast: social media morning

    1. 1. © Emarketeers 2007 Page Telling tales with digital media Kathryn Corrick 27 January 2011
    2. 2. Introductions <ul><li>Kathryn Corrick </li></ul><ul><li>Independent Digital Media Consultant </li></ul><ul><li>Trainer for Emarketeers.com (@emarketeers) </li></ul><ul><li>Where on the web? </li></ul><ul><li>Kathryncorrick.co.uk </li></ul><ul><li>Twitter - @kcorrick </li></ul><ul><li>Flickr – kcorrick </li></ul><ul><li>LinkedIn - www.linkedin.com/in/kcorrick </li></ul>
    3. 3. THERE WERE MANY WAYS I THOUGHT ABOUT INTRODUCING THIS TALK
    4. 4. ‘ NICOLE?’ ‘ PAPA?’
    5. 5. ONCE UPON A TIME, A LONG, LONG, TIME AGO…
    6. 6. WELL ACTUALLY… <ul><li>1999 </li></ul>
    7. 7. … when I was living in New York
    8. 8. This was the view from the apartment roof. (not bad huh!)
    9. 9. It was a great part of town, and most days I walked past the Angelika – an independent cinema – on my way to or from work.
    10. 10. One evening I decided to go and see a film. For reasons that are too far back to remember - but I’d like to think it’s because I’d picked up along the way that it was worth seeing - I went to watch…
    11. 12. Until almost half way through the film (other than jumping out of my seat every now and then) I kept wondering… ‘when will this flip out of hand-held cam-corder mode?’ Of course it didn’t, that was the point…
    12. 13. I then had to walk home…
    13. 14. ‘ A buzz was created on and off line to promote the film via the creation of a myth that the creators had found actual footage of an unexplainable phenomenon left by a missing group of campers. The creators themselves seeded this myth by appearing on Pierson show &quot;Split Screen&quot; with 8 minutes of footage they claimed was found in the woods. Pierson encouraged indie aficionados to debate the truth of the Blair Witch on his web site. When The Blair Witch Project website went live they further spread the disinformation. The film was introduced as Sundance during midnight screening, where industry and Hollywood elite were treated with same guerrila/fandom strategy, &quot;flyering&quot; Sundance with &quot;missing&quot; leaflets .’
    14. 15. Facts ‘n’ figures <ul><li>Released in US - July 14, 1999 </li></ul><ul><li>Production budget - $35,000 </li></ul><ul><li>Total US Gross - $140,539,099 </li></ul><ul><li>Prints and Advertising budget - $6,500,000 </li></ul><ul><li>Worldwide Gross - $248,300,000 </li></ul>
    15. 16. This technique has been used to promote a number of films since... <ul><li>Dan Hon’s take on this form of storytelling (augmented reality games) is worth watching: </li></ul>http://www.youtube.com/watch?v=JhqWyhMGRLg
    16. 17. The concept was translated from film marketing to advertising Video - http://www.campfirenyc.com/archive/2006/10/10/audi-the-art-of-the-heist/
    17. 18. And more recently - The Conspiracy for Good http://www.conspiracyforgood.com/about
    18. 19. It’s also been translated to TV <ul><li>For example Heroes and Lost </li></ul>
    19. 20. Oh, and to books http://www.thedeathofbunnymunro.com/index.html
    20. 21. There’s lots of terms around this stuff <ul><li>Transmedia </li></ul><ul><li>Multi-platform </li></ul><ul><li>Cross-media </li></ul><ul><li>Platform cross-overs </li></ul><ul><li>Augmented Reality [Games] – AR[G]s </li></ul><ul><li>Gamification </li></ul><ul><li>Deep-media </li></ul>
    21. 22. But what excites me? <ul><li>The simpler ways to tell stories… </li></ul>
    22. 23. The Diary of Samuel Pepys Retelling history http://www.pepysdiary.com/
    23. 24. Aleks Krotoski’s retelling of the first 370 words of Orwell’s 1984 through photography. One word per day. http://www.flickr.com/photos/toastkid/sets/72157623154565238 /
    24. 25. The Archers’ use of Twitter http://twitter.com/#!/eddie_grundy
    25. 26. Twitter tales - @Konnolsky http://twitter.com/#!/Konnolsky http://www.disqus.com/konnolsky/ ‘ Smolensk butcher. I run shop with assistant Yuri. Married to Irina (3 sons). Pic: Smolensk Nuclear Power Station’
    26. 27. Alice & Kev – homeless in Sims 3 Telling a story within a game. http://aliceandkev.wordpress.com/ http://www.facebook.com/pages/Alice-and-Kev/220786325643 http://twitter.com/#!/aliceandkev
    27. 28. Comics 2.0 Adding your own words to pictures. http://www.nevermindthebullets.com/strip.html#1-1 Create your own - http://www.nevermindthebullets.com/createNemesis.html
    28. 29. The potential for location and augmenting reality through mobile phone apps. Adding layers of information to our surroundings
    29. 30. Museum of London: street view, iPhone app Virtual Graffiti – spray walls, passers by with the app can see your scribbles
    30. 31. Bus Tops – using new spaces http://bus-tops.com/
    31. 32. Thinking about sound and stories in 3D Papa Sangre – video game without video http://www.papasangre.com/ - iPhone app You are lost, deep in the darkness of the land of the dead. Your eyes are useless to you here — but your ears are filled with sound. And what is it you can hear … ?
    32. 34. Tell a story to the person sitting next to you… http://www.flickr.com/photos/98389526@N00/5154758781/
    33. 35. When telling your own tales using digital, what to bear in mind… <ul><li>Digital media may not be the best platform(s) for your story </li></ul><ul><li>Do not expect high engagement from your audience – most people watch, most people don’t like puzzles </li></ul><ul><li>Keep things simple (and playful where appropriate) </li></ul><ul><li>Consider how people will enter and leave the story </li></ul><ul><li>Make it possible to easily catch-up if the story is in installments </li></ul><ul><li>Think about what you could do with location and mobile </li></ul><ul><li>Experiment and enjoy! </li></ul>
    34. 36. The end.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×