Transmedia engagement participatory culture to activism

Transmediaengagement Participatory Culture to Activism siobhan o’flynn, phd June 1, 2012 torontoTuesday, 5 June, 12

Thehungergames casestudy: deﬁning metrics of successTuesday, 5 June, 12

SocialMediaCampaign thehungergames facebook active Early: March 2011, cas,ng revealed on Facebook Facebook Fan contest to visit set: 24 June 2011 teaser trailer: August 2011, reveals #whatsmydistrict, use triggers tweet back from @CapitolPN thecapitol.PN site: 29 August 2011, register for your district 13 Pages launched on Facebook: 12 Districts & Capitol PN CapitolCouture.pn tumblr site: January 2012, style guides, pics, contests Capitol.pn tour site: 31 January 2012, sign up for tour cafepress merchandizing: 21 February 2012, fan & oﬃcial designs for sale http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1Tuesday, 5 June, 12

socialplatforms fan of the week district mayors beta testers tumblr youtube channel fan made content official & fan merch red carpet on facebookTuesday, 5 June, 12

teaserpuzzles • #HungerGames100 Campaign 15 Dec. 2011 •Integra,on & Cross-‐Pollina,on of Social Media PlaTorms •100 pieces hidden on Partner Facebook pages •Treasure hunt to assemble poster •Generated 100,000+ tweets •Facebook, and TwiWer to work together. “We were pleasantly surprised throughout the en,re process.” •12 diﬀerent websites as “district sponsors.” Yahoo, Machinima, Fandango, IGN... http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1Tuesday, 5 June, 12

hybridmarketingcampaign traditional marketing: 80,000 posters distributed, 50 magazine cover stories, ads on 3,000 billboards & bus shelters marketing budget: $45 million vs typical: $100 million 21 staff vs 100 in typical campaign Before the launch on March 23, ‘a staggering 84% of moviegoers said (last) week that they had heard of The Hunger Games, and 61% said they were deﬁnitely interested in seeing it.’ http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?_r=1&pagewanted=allTuesday, 5 June, 12

Success bynumbers Between Thursday, March 21 and Sunday, March 24 The Hunger Games generated over 3 million conversa,ons on the social web. Majority of conversa,ons were on TwiWer. Facebook was the second most-‐used plaTorm with just over a hundred thousand conversa,ons. http://www.radian6.com/blog/2012/03/the-hunger-games-social-media-campaign-a-case-study-in-content-marketing/Tuesday, 5 June, 12

1stweekendnumbers 3rd highest domestic, non-summer/non-sequel opening $152.2 million •‘A’ CinemaScore overall on Friday night •Males made up 39 percent of Hunger •under age 25 ra,ng = ‘A+’ Games Friday night audience. •over 25 ra,ng = ‘A-‐’ • 49 percent of those showing up to see •39 percent of the audience younger than Hunger Games were under age 25; 18 Lionsgates exit polling showed that 44 •CinemaScore exit polling percent were under 25. Saturday/Sunday viewing fell by only 20% indica,ng strong family turn-‐out. Success in all 4 quadrants: Men over/under 25; Women over/under 25 The Hunger Games played in 4,137 theaters at the domes,c box oﬃce, including 268 Imax theaters, which turned in a heny $10.6 milion for a per-‐screen average of $40,000, a record for a 2D nonsequel. http://www.hollywoodreporter.com/news/box-office-report-hunger-games-jennifer-lawrence-304214Tuesday, 5 June, 12

hybridmarketingcampaign ‘...Lionsgate marketers likely spent $15 million to $20 million less (30%) than a larger Hollywood studio might have, using a campaign heavier on television adver,sing.’ ‘The mix will change. Companies that are conglomerates, with large broadcast networks or a bouquet of cable channels are going to have to adapt. And it will be disrup,ve.’ Jon Feltheimer, Lionsgate Entertainment Corp Chief Execu,ve http://www.reuters.com/article/2012/05/04/entertainment-us-hollywood-socialmedia-idUSBRE8431JP20120504Tuesday, 5 June, 12

data pulled April 21 & May 20Tuesday, 5 June, 12

Danielle DePalma interview with FastCompany.com Lionsgate’s senior vice president for digital marketing thehungergames ‘socialmediamachine’ 1. Play to your base. Fans come 1st. & 2nd. & 3rd 2. Exploit Each Social Media PlaTorm for its unique quali,es 3. The Source -‐ the Book -‐ is Your Bible 4. Cast a Wide Net: Every One is on Team ‘Hunger Games’ 5. Tease Judiciously 6. Turn Tradi,onal Adver,sing into Social Media Events 7. Cross-‐Pollinate Social Media PlaTorms 8. Tweak (and Tweak) Constantly! 9. Employ Apps & Games to Sustain Post-‐ Release Momentum to DVD sales 10. Play the Long Game, This is Only the Beginning http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#10Tuesday, 5 June, 12

designdecision “We made a rule that we would never say ‘23 kids get killed,’ “We say ‘only one wins.’ ” The team also barred the phrase “Let the games begin.” “This is not about glorifying compe,,on; these kids are vic,ms.” “Everyone liked the implica,on that if you want to see the games you have to buy a ,cket.” Tim Palen, Lionsgate’s chief marke,ng oﬃcer “We were able to dive into the world of the Capitol. It allowed us to focus on the stunning visuals of the Capitol and the adult cast of the ﬁlm [Woody Harrelson, Lenny Kravitz, Elizabeth Banks], who were much more known, rather than selling the games.” DanielleDePalma, Lionsgate’s senior vice president for digital marke,ng http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=allTuesday, 5 June, 12

storyworldextension http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=allTuesday, 5 June, 12

monetizing “Having a nail polish for the rabid young girl fan base to relate to our movie on a personal level feels smart.” Tim Palen, Lionsgate’s chief marke,ng oﬃcer “...[because] the ﬁlm’s characters are too busy murdering each other to get manicures, the nail polishes are sold as products worn by the extras...” Monica Corcoran Harel, NY Times style ar,cle March 23, 2012 http://www.nytimes.com/2012/03/25/fashion/noticed-movie-tie-ins-extend-to-beauty-products.html?_r=2&ref=mediaTuesday, 5 June, 12

Recap: “6 Reasons Why ‘the Avengers’ is Crushing it at the Box Oﬃce” Jeffgomez & fabianNicieza 1. A Mastermind with a Long-‐Term Scheme 2. Insis,ng the Story Wins Out Over Egos 3. Homer, Dante and…Stan Lee! Embracing a Mythos of Our Own 4. One Universe, Dozens of Access Points 5. Incen,vizing Rivals to Team Up 6. A Daring, Well-‐Timed Release Strategy 15 May 2012, BusinessInsider.com http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2Tuesday, 5 June, 12

The Story, the Storyworld, the Archetypal Pattern? Thehungergames theavengers 1. Play to your base. Fans come 1st. & 2nd. & 3rd. 1. A Mastermind with a Long-‐Term 2. Exploit Each Social Media PlaTorm for its unique quali,es Scheme 3. The Source -‐ the Book -‐ is Your Bible 2. Insis,ng the Story Wins Out Over Egos 4. Cast a Wide Net: Every One is on Team ‘Hunger 3. Homer, Dante and…Stan Lee! Games’ Embracing a Mythos of Our Own 5. Tease Judiciously 4. One Universe, Dozens of Access Points 6. Turn Tradi,onal Adver,sing into Social Media Events 5. Incen,vizing Rivals to Team Up 7. Cross-‐Pollinate Social Media PlaTorms 6. A Daring, Well-‐Timed Release Strategy 8. Tweak (and Tweak) Constantly! 15 May 2012, BusinessInsider.com 9. Employ Apps & Games to Sustain Post-‐ Release Momentum 10. Play the Long Game, This is Only the Beginning http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2Tuesday, 5 June, 12

who is team ‘hunger games’? who do we iden,fy with? what is the long game?Tuesday, 5 June, 12

Meanwhile....FanGeneratedExtensions thehungergames Panemoctober.cCOM: down with the capitol Fan ARG launches October Facebook page launches: 2011, 50,000+ players sign January 2012 up, Gamemaster changes the hunger but mainly the hunger games rPG fan-‐created site name aner Lionsgate’s death games May 2012 fans train then, cease & desist LeWer ﬁght in a Hunger Game as tributesTuesday, 5 June, 12

thehungergames singapore GROW A BETTER FUTURE In Panem, the Capitol enforces scarcity. Though there are a mul,tude of resources throughout the Districts, though Katniss and Gale are expert hunters, the Capitol uses its power to enforce ar,ﬁcial scarcity. This forces ci,zens of the Districts to break the law or to enter their names for the Reaping over 20 ,mes. The system is designed to keep the rich in the lap of luxury and the poor scrounging for scraps to feed their children. Our system is broken too. There is enough food in the world to go around. There are enough farms, enough resources, to ensure that no one goes hungry. That’s why Oxfam America has dedicated its GROW campaign to reforming these systema,c injus,ces. It addresses 5 major failings in our system that lead to starva,on around the world. http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisitedTuesday, 5 June, 12

Crowdsourcing Currency/Concurrency ‘Ushahidi & The Cult of the Crowd’ currency a mechanism for exchanging value system of transac,ons quid pro quo currency as $ = a system of trust Jongosier concurrency simultaneous, interconnected ac,on http://cultofthecrowd.com/post/5386708994/currencyTuesday, 5 June, 12

Currency/Concurrency Jongosier social currency ‘...enables collabora,on. But collabora,on is more than just the exchange of ideas and intent. It’s also where ac,ons occur. These interdependent ac,ons are concurrent to each other — meaning they occur simultaneously, because of, and in spite of each other.’ ...crowds are mo,vated to work together because of social currency, intangible assets that oﬀer value for others. But the mechanics of the crowd work because of this concurrency and collec,ve intelligence. Working together to achieve a big thing, allows individual contribu,ons to maWer more. In this increasingly connected world, the value of monetary currency is diminished where the currencies of social exchange and collabora,on maWer more. Individuals can self-‐ organize for the greater purpose of achieving a collec,ve task.’ http://cultofthecrowd.com/post/5386708994/currencyTuesday, 5 June, 12

two models of engagement Is One Better Than the Other? http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisitedTuesday, 5 June, 12

thankyou Siobhan O’Flynn, PhD CFC Media Lab University of Toronto sioﬂynn@me.com @Sioﬂynn on TwitterTuesday, 5 June, 12

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https://twitter.com	55
http://www.tmcresourcekit.com	23
http://members.tstoryteller.com	19
http://narrativenow.blogspot.ca	9
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Transmedia engagement participatory culture to activism

by Siobhan O'Flynn on Jun 05, 2012

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