TMC Chatsfield Case Study & Interview with Alison Norrington

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The Chatsﬁeld - Case Study & Interview with Alison Norrington
Harlequin’s Transmedia Storyworld
GO

!
The
Chatsfield
1
WHAT IS IT?
Harlequin Mills & Boon has launched an online story world
spun off from a series of Harlequ...

!
The
Chatsfield
Alison Norrington is a writer/producer, CEO, Founder &
Chief Creative Director of storycentral, a London-...

!
degrassi
1
TheKidsof
Created by Linda Schuyler
!
Aired originally on CBC
!
The series followed the lives of a group of E...

!
The
Chatsfield
1
GENESIS
SO: Alison, how did you come on board?
!
AN: It began when I was called in over a year ago. Tim...

!
degrassi
1
TheKidsof
Created by Linda Schuyler
!
Aired originally on CBC
!
The series followed the lives of a group of E...

!
The
Chatsfield
2
GENESIS
AN: The initial strategic work was built on detailed synopsis for
the 8 books but as the full m...

!
The
Chatsfield
3
GENESIS
AN: Now usually It takes me a year from a seed of an idea
to being able to write. I need that t...

!
The
Chatsfield
1
RESEARCH
!
AN: As part of researching Jessie, I joined two dating sites. I
didn’t put my picture up but...

!
The
Chatsfield
2
RESEARCH
AN: I like to put a lot of things out there, plant a lot of seeds & see
what fans like. With t...

!
The
Chatsfield
1
TARGET
AUDIENCE
AN: I was quite strategic in my plan to offer levels of immersion,
for people who want ...

The Loedown: web series, newsletter,
Facebook, Twitter

!
The
Chatsfield
2
TARGET
AUDIENCE
AN: Harlequin Mills and Boon also wanted to look at a younger
audience, an 18-29 age gr...

The Loedown: web series, newsletter,
Facebook, Twitter

!
degrassi
1
TheKidsof
Created by Linda Schuyler
!
Aired originally on CBC
!
The series followed the lives of a group of E...

!
The
Chatsfield
1
AN: Our ﬁrst SuperFan was in our forum space – The Chatsﬁeld
Lounge, very exited to have 625 points and...

!
The
Chatsfield
1
AN: We’ve found a direct correlation between website visits
and sign ups/check ins. This is great but w...

Jessie Loe
Executive PA at The Chatsﬁeld,

unlucky in love, glass half full, dating expert

!
The
Chatsfield
1
SO: Harlequin UK’s aim was to “build the audience, rather than
to try to promote the books? This isn’t ...

!
The
Chatsfield
2
AN: The triggers to interaction are embedded in the
content:
!
The list of 24 romantic movies that Jess...

!
The
Chatsfield
1
AN: What we’re seeing is a surge of trafﬁc 300-350 views for
each Loedown video within 2-3 days of them...

Jessie Loe
Executive PA at The Chatsﬁeld,

unlucky in love, glass half full, dating expert

!
The
Chatsfield
1
AN: There are two things I was concerned with from the start.
1. engaging fans prior to launch as we ha...

Conducttr
Pervasive Entertainment Platform

http://www.tstoryteller.com/

!
The
Chatsfield
1
AN: The hardest things? Time constraints, resources, budget.
We have over 800 pieces of linked content....

!
The
Chatsfield
1
AN: You’ve got 11 story lines in Jessie’s inbox: the storyline with her Mom,
Jason her ex (always crazy...

!
degrassi
1
TheKidsof
Jessie Loe’s Inbox

Multiple characters & story lines

!
The
Chatsfield
1
AN: Dan & Jessie’s relationship is key, there’s such a lot of resonance
with their exchanges as he real...

!
The
Chatsfield
1
AN: This project is a very interesting study as to what people are
connecting with. Some of the short s...

!
The
Chatsfield
2
SO: Here we have, Harlequin, whom some might see as the least likely
studio/producer/producer, suddenly...

The Lounge
Discussion Hub & Fan Story Sharing

Video Uploads Powered by Theatrics

!
The
Chatsfield
1
SO: Can you talk about The Chatsﬁeld Lounge where readers can contribute
their own stories and hotel ad...

Theatrics
Video Communication Platform

theatrics.com

!
The
Chatsfield
2
AN: We did want to open up the portion for them to create stories
and characters. And we’re starting to...

!
The
Chatsfield
3
AN: Right at the beginning when I asked Robert Pratten to come in with
Conducttr & Nick DeMartino with ...

!
The
Chatsfield
4
SO: You used Conducttr as transmedia delivery platform. What content is being
delivered by Conducttr?
!...

!
The
Chatsfield
5
AN: We were careful to write a series of automated responses
for Jessie that depended on key words so i...

!
The
Chatsfield
6
SO: What is ‘the Bond folder’? it’s described as ‘content that’s
personalized to each individual based ...

!
degrassi
1
TheKidsof
Created by Linda Schuyler
!
Aired originally on CBC
!
The series followed the lives of a group of E...

!
The
Chatsfield
1
AN: I found, though, was that there was no ‘out- of-world,’ no
place for Harlequin to generate anything...

TheKidsof
IN-GAME ACHIEVEMENTS

!
The
Chatsfield
1
SO: With Harlequin Mills & Boon, as a good segment of sales will be digital,
is there any physical mark...

CHATSFIELD POP-UP BAR

!
The
Chatsfield
2
AN: Harlequin Mills & Boon have a blog called Socialize. One of
the challenges is to push away from tra...

!
The
Chatsfield
1
SO: How big is the team?
!
AN: The project was led initially by Tim Cooper MD, then 
passed to Jo Kite,...

!
The
Chatsfield
1
AN: None of us expected it to explode when it went live – there was a
lot that we just couldn’t preempt...

Jessie Loe

on Facebook

!
The
Chatsfield
2
AN: Writing like this really helps you with your writing style. If you’re
writing in a quiet room to wh...

!
The
Chatsfield
3
AN: There was some initial uncertainty from some writers about
the interactive and responsive email wri...

!
The
Chatsfield
4
AN: We had a great gal, a chick lit aﬁcionado on twitter, and
she sent me a message “I’m really loving ...

Jessie Loe on Twitter
Executive PA at The Chatsﬁeld,

unlucky in love, glass half full, dating expert

!
The
Chatsfield
5
AN: When I spoke initially with the writers on a conference call
there were mixed responses. Some weren...

!
The
Chatsfield
1
SO: Has Harlequin Mills & Boon explored other possibilities for
monetization? Merchandising? Novels obv...

!
degrassi
1
TheKidsof
Created by Linda Schuyler
!
Aired originally on CBC
!
The series followed the lives of a group of E...

THE CHATSFIELD CASE STUDY & INTERVIEW
WITH ALISON NORRINGTON is released under a
NonCommercial ShareAlike Creative Commons...

BIG THANKS to…
Alison Norrington
http://storycentraldigital.wordpress.com/

Tmcrk partners
THANKS to...

THE CHATSFIELD CASE STUDY &
INTERVIEW WITH ALISON NORRINGTON
was prepared by:

Dr. Siobhan O’Flynn
TMC Resource Kit
info@t...

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