What role you and your organization are playing
in the story about innovation?
Regular Guy (Ikea)
Lover (Alfa Romeo)
What's the type of plot that
better represents your idea and
supports your innovation?
Overcoming the Monster
The hero has to confront the monster, often armed with some kind of magic
The monster controls a treasure, a prize or a “princess”
The Seven Samurai
The longest Day
The Miraculous Escape
Far away there is some priceless goal, worth any effort to achieve.
The hero walks the journey to reach the prize.
Lord of the Rings
Raiders of the Lost Ark
The journey, the perils, the
Arrive and frustration
The final ordeal
Journey and Return
The hero travels to an unfamiliar world, learns new values and comes back changed.
The Wizard of Oz
Alice in Wonderland
The Time Machine
The fall into another world
The change process
The hero falls under a dark spell which traps him for a long time.
An act of redemption: A new character liberates the hero.
It's a Wonderful Life
Beauty and the Beast
A Christmas Carol
Prudential “Day One”
Under the shadow
The threat recedes
The threat returns
The dark power triumphant
Rags to Riches.
The hero emerges from the shadow towards the light.
The hero reaches an elevate state without changing his essential character.
The initial stage and the call
Into the world and initial success
The final test
It answers "what if" questions and explore certain historical events did not happen or had a
World without Oil
Ready for the Big Chill
Frustration and learning
The final ordeal
Transmedia narratives create spaces in which many storylines and characters
can coexist. We call these spaces “Cathedrals of the Mind”.
Can your story and the fantasies of the participants
live together in this World?
Stories are facts wrapped in emotions.
Define the human behaviors, desires,
fears and dreams that make the World
you described appealing to the recipients?
Facing the unknown
Define the human values that make
the World you described meaningful to the
Communities of members who share common values are key to develop strong
What communities do you want to engage?
What common interests or passions are their cohesion
Transmedia stories are participative: The listener is
the hero of the story! What king of hero should he or
she be? The archetypes!!!!
Who is the [fictional] protagonist of the story?
What additional [fictional] supporting characters
should surround the protagonist?
Could Luke Skywalker's story have been told without Obi Wan Kenobi and Han Solo?
Princess in peril
What additional [fictional] antagonist characters should
surround the protagonist?
Could Robin Hood's story have been told without the The Sheriff of Nottingham?
What's the story arc? How do the characters change
throughout the story?
1) Ordinary world
2) Call to adventure
3) Leaving the comfort zone
4) Meeting the Mentor
5) The irresistible change
6) Refusal of the call
7) Crossing the threshold
9) Allies and enemies
10) Approaching the dragon's den
11) The ordeal
12) Seizing the treasure
13) Achieving the goal
14) The road back
15) A new person
16) Share the Treasure
What additional stories or sub-plots can be added to
the main one?
Secondary character plot
Remember that transmedia narratives blur the line between reality
What percentage of both does comform
What structure do you have in mind for your
What type of participation is going to be embedded
into your narrative?
Interact with the characters
Co-create the storyline
Change the timeline of the narrative
Change the outlook of the story
Create new characters
Take control on one of the characters
Help solving problems
Help solving mysteries
What types of interactivity you are willing to offer
the followers of your narrative?
The participants acts as a member of a virtual world (at times through an avatar)
The participant can move freely around the virtual world without having
any impact on it.
The participant can make decisions that impact the virtual world.
What participation tools are you going to create?
Wisdom of Crowds
What types of mechanics that are usually applied to games
can be embedded into the narrative?
Help the characters
Solve a mystery
Find a clue
Create a community
Attend an event
Take a photo
Find a location
What types of content will be the storyline composed of?
The main story or stories
Promos, trailers, teasers, etc. Content that attract the participants to the main content
Back stories, parallel stories, flask backs, etc. Content that allows the
participants to dip deeper into the narrative.
Transmedia stories use ar least 3 media and everyone of
them at its best. What media are you going to use?