"Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

Transmedia storytelling
and other slang for
‘create stuff worth
sharing’.
Or: a masterclass in Cute Elephantisms.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu

Pleased to meet you.
My name is Polle de Maagt.
I work as a Strategist and Creative
Technologist at a small but remarkable
agency called in Leuven and
Amsterdam. I build business by acting
remarkable for (a.o.) Nike, Rabobank,
KLM/AirFrance, Kinepolis, InHolland,
Electrabel and the Dutch government.

Here he is,
our lean mean
leads-conversion
machine,
Kai Mook.

2010 was a pretty good year for us.
(But not because of these ugly awards).

For the second year in a
row, we totally fucked the
award categories.
We won 5 awards in 3 different
categories with the same case at the
Cannes Lions (Gold for PR in both
years).


In 2009 we empowered
youth and broke
every banner convention
in the process.


In 2010 we used a little
elephant as the
ultimate lean
mean conversion
machine.
(isn’t she cute)


We didn’t start from a
medium or technology
gimmick. We started from a
remarkable story. A
transmedial story that is.
A story that is worth sharing.


vs.

Crossmedia versus Transmedia.
Pushing your story versus managing coherence and
building a community base.

Let’s fast-forward the digital
mumbojumbo.
More people on the interwebs bladiblah, people in control
blah, Google searches, fahfahfah, social media growth,
people trust peers more than brands, if you don’t have an
iPhone you will die, yadiyah. Social media starts with just
trying blahblahblah.


1) The internet is a
conversation network.


2) Customers out-conversate
media, brands and agencies
time after time.


3) Media/brands should
create stuff that is
conversation-worthy: stuff
worth sharing.


Back to our favorite
marketing guru.
What can we learn
from her?


We were asked to make the
Antwerp Zoo top of mind
when young families consider
to go out for the day.


On may 2009, 559.824 17th
people watched a live
broadcast starring a little
elephant.
(That is 20% of all Belgians)


1.200.000 stream viewers (in 1 day).

The first month, 165.000
visitors turned up for our
‘baby shower’.


Antwerp Zoo welcomed
300.000 extra paying
visitors.
(+28% compared to 2008)


Kai Mook was nominated for
product of the year 2009 by
Belgian newspaper De
Standaard.


Number 1 Carnaval Suit.
We love stuff that ends up on t-shirts (and carnaval suits).

So, what did we do?


We created a story that was worth sharing for 8 months:
Wouldn’t it be awesome if we
could make every Belgian
feel a little bit pregnant too?


We built buzz.

We made it engaging.

We created a center point.
A website bulking with stuff worth sharing.

We gathered and activated fans.

Yep. A widget.

Yep. A trunk-o-lizer.

3.500.000

3.000.000
3.000.000

2.500.000

2.000.000

1.500.000

1.000.000

500.000
50.000
0

Media investment versus media value.
If it’s worth sharing, it isn’t worth buying.

You can forget most of the silly
things I said. But, please:
Remember these three
things.


4) Start from a story worth
sharing.


5) Make it shareable.


I hope my story was worth sharing.
Now, go create stuff
worth sharing.


POLLE DE MAAGT Strategist
Boondoggle Amsterdam / Leuven
polle.demaagt@boondoggle.eu
@polledemaagt
linkedin.com/in/polle
www.polledemaagt.com

Photo: Filip Bunkens

"Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

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