Case Study: "Audience Development & the New Storytelling"
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This document provides statistics and information about the Lizzie Bennett Diaries, a multi-platform adaptation of Pride and Prejudice told through YouTube video diaries. It includes the following key details: - The adaptation included 160 videos across 5 YouTube channels totaling over 9.5 hours. It had the largest scope of any Pride and Prejudice adaptation. - The audience reached over 40 million YouTube views and engaged with 35 social media profiles, totaling over 750,000 followers. - A Kickstarter campaign raised $462,000 to fund production of DVD box sets, exceeding its $60,000 goal. - The adaptation employed parallel storytelling across multiple character's perspectives and timelines over
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Case Study: "Audience Development & the New Storytelling"
- 3. Bernie Su
- 4. Lizzie Bennett Diaries By The Numbers • 160 in world videos across 5 YouTube Channels • 9.5 Hours of Total Video. The longest video adaptation of Pride and Prejudice • 35 social media profiles across Twitter, Facebook, Tumblr, Pinterest, LOOKBOOK, and many more • 750,000 total social media reach • 40+ million views across YouTube • $462,000 raised on Kickstarter • 90% females/10% Males • 70% females under 25 (of Total Audience)
- 5. Parallel Storytelling Lizzie Bennet Lydia Bennet Gigi Darcy 1 1 1 7 12 12 12 4 10 10 5 11 11 The Lizzie Bennet Diaries presents story over 12 months across several character timelines. 9 Primary Story Lizzie’s story is told across her channel, twitter, and tumblr. Her timeline follows the beats of Pride and Prejudice. If you want Pride and Prejudice as a video diary, just watch Lizzie’s channel. Gigi doesn’t even meet Lizzie until month 10. Her story is told on Twitter exclusively for the first 10 months before finally appearing on the main channel. Afterwards she is spun off onto her own channel. Ancillary Story Lydia’s story is told through twitter, tumblr, and Lizzie’s channel. But whenever she spends a length of time physically away from Lizzie, she makes videos on her own YouTube Channel so that we can follow her story. Ancillary Story
- 6. The Business Numbers Purpose: Presale a DVD • Asked for $60,000 – Raised $462,000 • 5,800 DVD box sets at $55. 1) Advertising (YouTube Adsense) 2) Merchandizing 3) Affiliate Marketing (integration) 4) Re-packaging of existing content to an alternate format (DVD) 5) Conversion and expansion of story into an alternate format (Novelization) The Interactive Multi-platform property with 5 revenue streams.