slides used in a cyfle workshop in cardiff 0/11/08

1. CROSSPLATFORM WRITING
BY TIM WRIGHT
timw@xpt.com

2. CROSSPLATFORM WRITING

3. WHAT PLATFORMS?

4. THE DIFFERENCE
WEB
+
WIRELESS

5. TRADITIONAL TRANSMEDIA
THE MOVIE
THE GAME
FRANCHISING & FORMATTING
MERCHANDISING PR & MARKETING

6. ‘SIMPLE’ CONVERSIONS

7. ‘COMPLEX’ CONVERSIONS

8. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
JOINING UP THE DOTS
MAKING PEOPLE CLICK
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
CHOOSING SOFTWARE
WORKING WITH SOFTWARE
MOBILISATION (AND PROXIMITY)
BEING USEFUL

9. for the girl who stole my ice cream in 1973

10. NOODLING

11. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
PERSONALISATION
JOINING UP THE DOTS
MAKING PEOPLE CLICK
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
WORKING WITH SOFTWARE
MOBILISATION (AND PROXIMITY)
BEING USEFUL

12. ONLINE CAROLINE
Webcam & Email Drama
87% episode on episode retention rate
500,000 Impressions
2,500 emails to Caroline per month
100+ ansaphone messages per week
66,500 episodes viewed a month
7 average page views per episode
11,000 hours online at 10 minutes per episode in month 1
£0 marketing spend
Promoted on the Freeserve home page for approximately a week

13. ONLINE CAROLINE
“CAROLINE – BIG COMMISERATIONS ON YOUR
BURGLARY! DO YOU KNOW THAT IT WAS ALL SET
UP AS „EXTRA ENTERTAINMENT‟ FOR
VIEWERS?...”
“I‟VE LET THE POLICE KNOW BUT THEY WEREN‟T
REALLY ABLE TO DO ANYTHING COS I DON‟T KNOW
YOUR ADDRESS.I PHONED THEM AGAIN BUT THEY
STARTED GETTING A BIT SHIRTY.”

14. ONLINE CAROLINE
WHO THE HELL ARE YOU AND WHY
HAVE YOU BEEN SENDING
MESSAGES TO MY DAD? HE HAS
GOT MY MUM AND WOULD NOT
WANT ANYONE ELSE!

15. IT3C
Virtual Gift-Giving Service
INCREASED ONLINE TIME
PERSONALISATION & TRACKING
SPONSORSHIP & MARKETING
MOBILE APPLICATIONS
REAL GIFT GIVING

16. IT3C
“AN AQUARIUM 250CM X 100CM X 100CM”
“A REALLY RICH CHOCOLATE CAKE, A REALLY
RICH HUSBAND, A TELEPHONE THAT WORKS IN THE
SHOWER, A HUSBAND THAT WORKS IN THE SHOWER,
A REALLY BIG DIAMOND RING, BIGGER BOOBS,
DID I ALREADY MENTION CHOCOLATE CAKE?”
“HER BACK”

17. XPT
http://uk.youtube.com/watch?v=
ThIOzDwBRZ4
http:/www.xpt.com

18. ONLINE CAROLINE
• Lonelygirl15
• Kate Modern
• Sophia’s Diary
• Anna’s Phone

19. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
JOINING UP THE DOTS
JOINING UP THE DOTS
MAKING PEOPLE CLICK
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
WORKING WITH SOFTWARE
MOBILISATION (AND PROXIMITY)
BEING USEFUL

20. ONLINE CAROLINE

21. BBC CASTAWAY

22. TODAY

23. THE TELECTROSCOPE

24. IN SEARCH OF OLDTON

25. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
THE RETURN PATH
JOINING UP THE DOTS
MAKING PEOPLE CLICK
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
REMIXING
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
WORKING WITH SOFTWARE
MOBILISATION (AND PROXIMITY)
REPURPOSING
BEING USEFUL

26. IN SEARCH OF OLDTON
Participative Blog Fiction
ARTS RESEARCH & EDUCATION
WORKSHOPS & PERFORMANCES
PLAYING CARDS
BBC RADIO BROADCAST

27. USER GENERATED CONTENT
DEAR TIM,
DO YOU REMEMBER THE ALLOTMENTS?
I CAN'T PLACE THEM ANYWHERE BUT
OUR UNCLES AND OUR GRANDADS HAD
THEIR SHEDS THERE, WHERE OLD
PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS
FLASKS GAVE OFF A SCENT OF SUGARED MILK.
WE ATE PEAS THERE, FROM THE POD.
“THIS PARK BENCH LOOKS REMARKABLY LIKE
THE ONE IN YOUR FIRST OLDTON PICTURE. I
USED TO HANG OUT ON IT WHEN I WAS A BORED
TEENAGER WITH NOTHIN BETTER TO DO THAN
DRINK CIDER, SMOKE MENTHOLS AND SNOG THE
LOCAL BOYS (THERE WAS A BOY CALLED TIM
BTW WHO I REALLY FANCIED)”

28. MIXED MEDIA
IS THIS MY DAD HARD “OLD MISS SEEWOOD, OVER
AT WORK IN THE BRUSH
FACTORY AS A LAD, 150 YEARS OLD AND LIVED BY
MAYBE? THE RIVER. SHE CAUGHT ME
THROWING STICKS AT HER
HORSE CHESTNUT TREE AND
INVITED ME IN TO HER
COTTAGE. THINKING SHE WAS
A WITCH I AGREED.”
“I MET A LADY LAST YEAR WHO TOLD ME
TO WRITE YOUR NAME ON A PIECE OF
PAPER, ATTACH IT TO A BALLOON, AND
THEN LET GO.INSTEAD I MADE YOU A
ROOM, PLAYED YOU SONGS, GOT DRUNK AND
IMAGINED YOU WALKED IN AND GAVE ME
YOUR JUMPER TO WEAR.”

29. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
JOINING UP THE DOTS
MAKING PEOPLE CLICK PLAY
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
PARTICIPATION
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
WORKING WITH SOFTWARE
MOBILISATION (AND PROXIMITY)
BEING USEFUL

30. GOLF ON THE MOON
Web 2.0 Play
(MEANINGFUL?) WEB 2.0 CONTENT GENERATION
PERFORMANCES & EVENTS
WORKSHOPS & EXHIBITIONS
GAMES & COMPETITIONS
ARGs!?

31. GOLF ON THE MOON
TALK LIKE AN ASTRONAUT
BE SHORT, SHARP & CONCISE IN ALL
COMMUNICATION
WRITE DOWN AN EXAMPLE OF THE QUICKEST WAY TO
SAY SOMETHING IMPORTANT…
Say again. Over.
FIRE!
Delete - other - you -
DON’T SING!

32. GOLF ON THE MOON
BUILD ME A ROCKET
BRICK BY BRICK

33. GOLF ON THE MOON
TURN MAJOR TIM
INTO YOUR TOY

34. GOLF ON THE MOON
DESIGN & PLAY YOUR
OWN MOONGOLF HOLE

35. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
CHARACTER DEVELOPMENT
PERSONALISATION
JOINING UP THE DOTS
MAKING PEOPLE CLICK
PLAY & PARTICIPATION
PUZZLES & CONSPIRACIES
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
WORKING WITH SOFTWARE
MOBILITY
MOBILISATION (AND PROXIMITY)
BEING USEFUL

36. DRAMA EVERYWHERE
UP YOUR STREET IN YOUR POCKET ON THE MOVE

37. MOBILITY. PROXIMITY.
WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA

38. ADD YOUR STUFF, FIND YOUR FRIENDS.
STICK YOUR OWN STUFF ON MAPS
MAKE TRAILS FOR OTHER PEOPLE
FIND STUFF NEAR YOU
CHECK OUT THE LOCAL
ACTION.
WAT C H S C E N E S T H AT
R E L AT E T O W H E R E YO U A R E
RIGHT NOW

39. BRING THE DRAMA TO YOU.
rate scenes & routes
leave comments,
make judgements,
suggest & write new scenes
lure characters into locations
watch characters & storylines
come to life near you
your input changes the route

40. OBVIOUS MARKETS
BROADCASTERS
BBC, C4, ITV, SKY, MTV, DISCOVERY, ENDEMOL, ALL3MEDIA
MOBILE OPERATORS
VODAFONE, ORANGE, T-MOBILE, 02
ISP & WEB
GOOGLE, YAHOO, MSN, BEBO, MYSPACE
TELCOS
BT, CARPHONE WAREHOUSE, VIRGIN
GAMES
SONY, NINTENDO, MICROSOFT, EA

41. LESS OBVIOUS MARKETS
RETAILERS
TESCO, ICELAND, OCADO, MCDONALDS
HARDWARE MANUFACTURERS
SONY, NOKIA, HP, LOGITECH, APPLE
ADVERTISERS
BMW, SMIRNOFF, NIKE, GUINNESS
PRINT PUBLISHERS
PENGUIN, NEWS INTERNATIONAL, IPC, GUARDIAN
HOME SERVICE PROVIDERS
BRITISH GAS, OCADO, NATWEST

42. INDEPENDENT MARKETS
EDUCATION
DIGITAL CURRICULUM, CREATIVE PARTNERSHIPS, TEACHERS TV, AHRC
PUBLIC FUNDS
DTI/DCMS, NESTA, ARTS COUNCIL, FILM COUNCIL,
WELCOME FOUNDATION, NATIONAL HERITAGE
INDEPENDENT WEB
YOUTUBE CHANNELS, HABBO HOTEL, WoW
USER GENERATED CONTENT
FLICKR, TYPEPAD, LIFEBLOG, 4DOCS
PUBLIC SPACES
THEATRES, MUSEUMS, TRAIN STATIONS, SPORTS ARENAS, SHOPPING CENTRES

43. OBVIOUS GENRES
TELEVISION & FILM
NEWS – SPORT - RADIO – DOCUMENTARY - DRAMA
MOBILE
VOICE – TEXT – MUSIC – GAMES – PHOTOS – CLIPS – WEB - SEARCH
BROADBAND WEB
VIDEO – ANIMATION – AUDIO - COMMUNITY – MMP GAMES - ARGS
CONSOLE GAMES
RPG – SHOOT ‘EM UP – SPORTS – SIMULATION - SONG & DANCE - CASUAL
-

44. LESS OBVIOUS GENRES
CROSS MEDIA/HYBRIDS
TREASURE HUNTS – CONSPIRACY THEORIES –
PARLOUR/PLAYGROUND GAMES – MUSIC/AUDIO/RADIO
PRINT
JIT PUBLISHING – PERSONALISED PRINTING – PHOTOS
LIVE PERFORMANCE
MUSIC – THEATRE – SPORT - FUNPARKS
TEENS/EDUCATION
DIGITAL CURRICULUM – GAMES – DOCUMENTARY – TOOLS & SERVICES

45. THE FANCY STUFF
USER GENERATED CONTENT
ALTERNATE REALITY GAMES
VIDEO EVERYWHERE
LOCATION/SITE SPECIFIC
WEARABLES/MAKABLES
ARTIFICIAL INTELLIGENCE
ROBOTICS

46. THE TEAM YOU MIGHT NEED
Video Production & Editing
Sound & Music Production
Scriptwriting & Editing
Interactive Copywriting
2D/3D Design (HTML/Graphics/Interface/Branding)
Flash Animation
Interaction & Games Design
Mobile Development
HTML Programming
Server Programming
Middleware Programming
Technical Testing
User Testing
Hosting Services
SMS Services
Community Management & Moderation
Sales & Marketing
Packaging & Distribution
Financial & Legal Management
Project Management

47. DOCUMENTATION
Project Summary
Key Features
Platform
Target Market
Sample Script
Visual Treatment
Basic Walkthrough
2 x User Scenarios
Cost Summary + Detailed Budget
Project Value/Revenue Opportunities
Rights
Past Projects
Production Partners
Resource/Asset List
Functional Spec
Technical Spec
Software
Web Pitch/Canned Demo

48. A SIMPLER APPROACH
The Author
Software:
GoLive, PhotoShop, Flash…
Services:
Web hosting, trAce forums, Typepad, Printing, Paypal
Funders:
Writers for the Future/4Learning
Output:
Workshops, Training, Skills Development,
Playing Cards, Radio Drama,
Net Traffic, Community Building
The Audience!

49. WRITING FOR DIGITAL MEDIA
CHANGES THE WAY YOU WRITE
ENTERTAINING
RESPONSIVE
WRITING TO FIT
DIFFERENT STYLES 4 DIFFERENT PLATFORMS
RESPONSIBLE
CHARACTER DEVELOPMENT
INCLUSIVE
PERSONALISATION
JOINING UP THE DOTS
PLAYFUL
MAKING PEOPLE CLICK
CONTEXTCONSPIRACIES
SENSITIVE
PLAY & PARTICIPATION
PUZZLES &
NETWORKED
THE RETURN PATH & LATENCY
REMIXING, REPURPOSING
SOCIAL
WORKING WITH SOFTWARE
*AND*
MOBILISATION (AND PROXIMITY)
BEING USEFUL
USEFUL

50. BEING USEFUL
MULTIPLATFORM STORYTELLING FOR SCREENWRITERS
Pollyanna Lindley on 020 7025 1987
or email pollylindley@01zero-one.co.uk, or apply online at http://www.01zero-
one.co.uk/apply_now.htm.
BOOKMARKS
http://delicious.com/timwright1964/zero1
BLOG
http://timwright.typepad.com/