Case Study: The Spiral - Peter de Maegd, Producer, The Spiral

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Case Study: The Spiral - Peter de Maegd, Producer, The Spiral

  1. 1. The Spiral
  2. 2. 3 years ago: Power to the Pixel
  3. 3. 2 years ago: Pixel Pitch & Market
  4. 4. 1 years ago: Warehouse & shoot QuickTime™ and a H.264 decompressor are needed to see this picture.
  5. 5. September 2nd - First broadcast
  6. 6. QuickTime™ and a decompressorare needed to see this picture.
  7. 7. The Spiral case study1. Introduction2. Context3. Story Architecture4. The End
  8. 8. Digital Revolution 2006 2011
  9. 9. ‘New’ vrs ‘Old’ media
  10. 10. Mass Media Personal Media Yochai Benkler, The Wealth of the Network
  11. 11. Cost of production, distribution & copyMass Media Personal Media = = HIGH NEAR ZERO Michael Gubbins, Digital Revolution: The Active Audience
  12. 12. Two powers meetConfrontation or... ...something else?
  13. 13. Media Convergence
  14. 14. ActiveStoryteller Audience
  15. 15. Passive ActiveAudience Audience Storyteller
  16. 16. Passive ActiveAudience Audience Storyteller
  17. 17. Storyteller + Conversation = Storyworld
  18. 18. Story Architecture Live Action Living Role Play Drama +30 ambassadors Level 3 .eu Participation ral Level 2 s pi Pyramid the Level 1 TV SERIESStand alone 5 x 50 min TV drama series + millions passive audience
  19. 19. How to put a theoretical model into practice? What if this were real? TV SERIES
  20. 20. September 2nd - Heist & Launch
  21. 21. What if this .eu were real? ral s pithe TV SERIES
  22. 22. DIY-introduction movie made by main characters IN STORY QuickTime™ and a H.264 decompressor are needed to see this picture.
  23. 23. u.e ral s pit he QuickTime™ and a H.264 decompressorare needed to see this picture. mapgame TV SERIES
  24. 24. 92.433TOP 51. Penguin toss: 2. Canabalt: 3. SinCar: 80.300 4. Cont1. Penguin toss: 2. Canabalt: 3. SinCar: 45.340 4. Continuity: 43.712 23.411 times played u.e ral s pi online challenges t he mapgame TV SERIES
  25. 25. User Generated u CAT Content creative challenges .e ral indoor s pi online challengest he agency mapgame TV SERIES
  26. 26. labyrinth vrseco-system creative challenges 19.752 uploads outdoor u creative challenges .e ral indoor s pi online challenges t he mapgame TV SERIES
  27. 27. Uploaded:August 29th
  28. 28. upload UGC: Broadcast: 29/08 09/09 QuickTime™ and a H.264 decompressor are needed to see this picture.
  29. 29. QuickTime™ and a H.264 decompressorare needed to see this picture.
  30. 30. Europol investigates Warehouse community QuickTime™ and a decompressor are needed to see this picture.
  31. 31. Living Drama creative challenges outdoor u creative challenges .e ral indoor s pi online challengest he mapgame TV SERIES
  32. 32. IN STORY...as if it were real
  33. 33. OUT OF STORY IN STORY conversation vrs OUT OF STORY conversation
  34. 34. 5,82% audience activation note: Facebook 3.3k 36 ambassadors Living Drama 433 Warehouse 19.752 uploads Level 3 .eu 16.922 profiles Participation ral Level 2 s pi Pyramid 142.704 unique visitorsthe Level 1 1.274.305 searches TV SERIES 2.552.599
  35. 35. Community growth 7.415 26.063 142.704 Warehouse comminity thespiral.eu The Spiral TV seriesAv. Visit Duration: 06:01 Bouncerate: 43,64%  Heist End Event
  36. 36. active audience Scripted Drama Game & Community Start: End:6 stolen paintings return the paintings & justice passive audience
  37. 37. September 28th, 9pm - End Event QuickTime™ and a H.264 decompressor are needed to see this picture.
  38. 38. scene from last episode QuickTime™ and a H.264 decompressor are needed to see this picture.
  39. 39. End EventSeptember 28th, 9pm DIY
  40. 40. September 30th, 9pm - broadcast final episode
  41. 41. QuickTime™ and a H.264 decompressorare needed to see this picture.
  42. 42. “Practice is higher than theoretical knowledge” V.I. Lenin, Conspectus of Hegels The Science of Logic
  43. 43. Thank you!

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