Designing for Attention Singapore Masterclass Part 2 EXPANDED


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Added: Additional Info on Web Series Ruby Skye PI's new broadcast deal with the CBC. See Slide 8.
A Masterclass with Transmedia SG, Singapore Media Academy, May 29, 2013
Case Studies on Ruby Skye PI, The Karada & Zed.TO's Byologyc

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Designing for Attention Singapore Masterclass Part 2 EXPANDED

  1. 1. Designing for attention Transmedia’s New Narrative Practices Part 2 Siobhan O’Flynn, PhD Interactive Storytelling c. 2001 Transmedia SG Singapore Media Academy May 29, 2013 Community BuildingVersion 2 Expanded
  2. 2. communitybuilding Case Studies
  3. 3. Title Text User-Defined Footer Text
  4. 4. Indie Web Series •Jill Golick, Story2.OH •Identifies a content gap in teen programming •Under 13 not tracked on analytics •Audience of avid readers •Teen detective (Nancy Drew updated) •15 day shoot during August 2010 •Short episodes 3-5 minutes •Season 1 ran Oct.-Dec. 2011 •Content distributed across platforms where audience lives •Facebook Page - conversation with fans, not content push to fans •Recognizing audience as people is key •Jill knows them all •YouTube Channel •Cross-posting fan content = engagement strategy
  5. 5. tumblr Integrated transmedia puzzles literacy site youtube channel
  6. 6. Indie Web Series •Jill Golick •‘On TV the show would be slated as ‘tween’ content’ •Internet demographics different from TV •On the internet, audience drawn from wider age group into 20s & older •Harry Potter generation now in their 20s = global audience •Views: Canada/US, Mexico, Philippines, India, Australia, UK, Malaysia •Facebook stats revealed large Spanish audience •Episodes now subtitled in Spanish
  7. 7. Indie Web Series •Season 2 - shot summer 2011 & launched Oct. 2012 •Ruby Skye PI:The Haunted Library includes: •50 behind-the-scenes & “extra features” videos, •4 web sites, •4 Tumblr blogs, •multiple social media channels, and 10 interactive clues. •Designed to engage fans between episodes, viewers can study and solve the clues which Ruby finds in the story. •Ruby Skye PI:The Haunted Library available on KoldCast TV, blip, YouTube and DailyMotion •Dec. 2012 - Ruby Skye PI Season 2 Hits 1.5 Million Video Views
  8. 8. Indie Web Series •June 2013 - Over 2.5 Million Video Views •Story2.OH enters multi-platform deal with CBC for Season 3 - 10 episodes •Season 3 will premiere online at Kids’ CBC in winter 2014 & CBC-TV broadcast will follow •Long term strategy to build Ruby Skye PI into ‘a valuable international cross-platform franchise’ •‘Ruby Skye represents premium video content at its best...’ •‘Teens and parents demand authentic, smart, and fun stories, and they want to access them across all media platforms. Ruby Skye P.I. delivers on all counts, and we are excited about bringing this ground- breaking series to U.S. television and digital screens next year.’ •Alan Seiffert, President of Seiffert Media Advisors.
  9. 9. ■ Grand Prize Winner ■ Outstanding Lead Actress – Interactive Narrative Drama: Madison Cheeatow ■ Outstanding Guest Actor – Interactive Narrative Drama: Geri Hall ■ Outstanding Cinematography – Interactive Narrative Drama: Alex Dacev ■ Outstanding Direction – Interactive Narrative Drama: Kelly Harms
  10. 10. Innovative Content Development & Business Model
  11. 11. Canadian Indie Transmedia A prequel adventure to an upcoming TV series a series of graphic novels.
  12. 12. International ProductionTeam • Wattpad raises $17 million in venture funding June 2012 • Called ‘the YouTube of writing’ •‘social-reading platform that allows amateur authors to upload content and connect directly with readers’ •Wattpad hosts more than five million user-generated stories in 25 languages and half a million new stories are added every month. •3 million registered users, up from 1 million in September •users spend 1.7 billion minutes reading and writing every month, in June 2012 = more than Pinterest. • Jim Martin - Heroes LA •Tom Lillehammer - Conspiracy for Good Sweden •Carrie Cutforth-Young - QueenSpade Toronto Innovative Platform
  13. 13. Analyzed fan activity on Wattpad •‘social-reading platform’ •Fans can extend content, write new stories, share with friends •links to fan YouTube videos • popular with ‘Twihards, girls who read not only theTwilight novels but Stephenie Meyers’ Midnight Sun’ •Alternate version told from new pov, leaked online. •Karada designed to appeal to this demographic & the Wattpad trend to switch between perspectives & realities. Innovative Platform
  14. 14. Guest Writers create new worlds •prequel to TV Series •graphic novel by Hugo Arias •musical score by Steve Cupani •Chapter 1 written by Carrie Cutforth-Young •establish premise, characters, dilemma & Primary World •Guest writers create new worlds as story moves into multi-verse •Allows for new voices, new styles, new povs •Fluid format also creates space for fan fiction •Fan Fiction is Key Component of Wattpad activity •Fans extend & share new content •20,000 downloads in first week Innovative Approach
  15. 15. Remember the analogue people love material things....
  16. 16. Each story in the Letters is like an episode of a television series - each has its own internal arc, and each connects to others. While the series doesn't follow a single narrative from beginning to end, certain threads connect groups of episodes.   Kickstarter Campaign Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore
  17. 17. Value of Scarcity people love exclusivity...
  18. 18. HBO IMAGINE ...scarcity
  19. 19. • a new normal • participatory • many to many • gifts not viral • collaboration • philanthropy • shared value • civic engagement vs. slactivism
  20. 20. do more with less
  21. 21. Siobhan O’Flynn, PhD NarrativeNow Twitter @Sioflynn thank you
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