Remarkable by Design: Story-led Innovation

2,278 views

Published on

Presentation to the World Innovation Conference in Cannes, France.

We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.

Published in: Marketing, Business, Technology

Remarkable by Design: Story-led Innovation

  1. 1. Robert Pratten @robpratten Presentation to the World Innovation Convention, Cannes 2013
  2. 2. engage through intrinsic motivations + design for active participation
  3. 3. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  4. 4. The Internet and Mobile Revolution
  5. 5. The consumer has moved on
  6. 6. http://www.survivalcode.com/ Wrigley’s 5 Gum
  7. 7. Affordable solar LED lighting for rural communities in the developing world
  8. 8. The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi  temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level http://airpi.es/
  9. 9. CO affects • character’s mood • tone of tweets & blog posts • game difficulty?
  10. 10. • we have to design experiences that satisfy core human needs • ie. appeal to intrinsic motivations
  11. 11. • • • • • • Significance (special, important, unique) Certainty (comfort & control) Variety (surprise) Connection (love) Growth (learning, mastery) Contribution (giving back)
  12. 12. Storyworld Comfort Growth Learning Surprise Comfort Growth Learning Surprise Fan Fan Community Significance Contribution
  13. 13. www.ActiveStorySystem.com
  14. 14. Definition • Requirements • Goals • Success Criteria •KPIs, measurement • Scope •Countries, Territories, Languages, Number of Audience •Interworking with other companies & technologies •Timing & duration •Budget • Customer Development • ActSS Define the World •Story, Experience, Premise, Goals, Audience, Platforms, Execution • One Sheet • Title, log line, call to action, short synopsis • Creative direction • look & feel, tone, mood, age rating, violence, language • Team • Risks • Principal resources • names and availability • Principal creative • Principal technical development • Inbound: Licensing & copyrights • Outbound: Franchising, merchandising and licensing • Community • management, editorial, legal • Business Case Design Delivery •ActSS Design Operations •Editorial & Legal processes, •Premise, Themes, Characters, Locations, Periods, Objects, Factions, Social media guidelines, Community management, Hierarchies Escalation • ActSS Define the Experience • ActSS Define the story •Gaming, Role-playing, Exploring, Observing • ActSS Define the Execution •Timing, Events, Platforms, Pacing • ActSS Write Synopsis • ActSS Develop Synopsis into Scenes • ActSS Design the Engagement • ActSS Design Interaction • Platform-specific documentation • Marketing Communications • Series synopsis & arcs • Future stories • Media assets •Video, audio, image, text, mobile, web • Events & locations • Merchandise • Touchpoints •Owned, Paid, Earned • Languages, countries, georestrictions • Capacity planning • Controls •Production •Implementation & testing • Audience building & community outreach •Marketing communications • Advertising, SEO, paid Search, Seeding, PR, Social media •Launch •Operations •Metrics
  15. 15. Define the World • Story • Experience • Audience • Platforms • Goal1 • Execution Define the Story • Premise • Themes • Characters • Locations • Periods • Objects • Factions • Hierarchies Define the Experiences • Goals • Gaming2 • Role-playing2 • Exploring2 • Observing2 Define the Execution • Timing • Events • Platforms • Pacing
  16. 16. 6. Develop 5. Write synopsis • Premise • Themes • Characters • Conflict 7. Design the Engagement Synopsis into Scenes • Information revealed • Character development • Audience quests 7. Design the Engagement • Personalization • Actions • Teams • Pacing • Motivations • Immersion • Personalization • Actions • Teams • Pacing • Motivations • Immersion 6. Develop Engagement into Scenes • Information revealed • Audience quests • Character development 5. Write synopsis • Premise • Themes • Characters • Conflict 8. Design the Interaction • Platforms • Media • Out-of-World • In-World • Block diagrams • User Journey • platforms • phases 9. Design the Operations • Editorial process • Legal process • Social media guidelines • Community management • Escalation • Metrics
  17. 17. FEEL Gaming Role-playing Moral dilemmas, meaningful choices Role-play, provide building blocks Observing Exploring Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?
  18. 18. Online On Location Transbay “Connected Cities” HEAD HEART EGO SOUL Tweet #PASSION Tweet #REALITY Tweet #WISDOM Tweet #FREEDOM Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) connected and help us build an AppiCiti (www.appiciti.com)
  19. 19. + Uncertainty A Future Story 1 Future Story 2 - Uncertainty B + Uncertainty B Future Story 4 Future Story 3 - Uncertainty A
  20. 20. Original price: $1. Final price: $88. http://significantobjects.com
  21. 21. We sold for $128.74 Investment $3612.51 Return $128.74 worth of thrift-store junk $3,612.51
  22. 22. “Life is not measured by the number of breaths we take, but by the number of moments that take our breath away”
  23. 23. Taking the consumer on an emotional journey goes from moment to moment
  24. 24. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten Robert@tstoryteller.com Europe: +44 207 193 4567 USA: +1 415 287 4150

×