2 февраля 2016 состоялся мастер-класс Skill Bill Start «Трансмедийные проекты: сторителлинг, платформы, взаимодействие элементов». Экспертом мастер-класса выступила Белен Санта-Олалла (Belén Santa- Olalla), ведущий креативный консультант компании Transmedia Storyteller LTD (Conducttr), Лондон (Великобритания). В рамках мастер-класса Белен не только раскрыла основные отличия трансмедийных проектов от любых других, но и представила кейс масштабного проекта по продвижению четвёртого сезона сериала «Игра Престолов» в Испании — «19 королевств».

3. Transmedia Storytelling

4. The world as a storytelling
canvas

5. Invisible “experience
management”

6. We feed the audience’
imagination and they use an
“active creation of belief”
to enter into the
storyworld

8. Blend entertainment & marketing

9. The audience at the centre

10. What is Conducttr?
• Audience engagement platform that
– lives in the cloud (invisible, scalable, reliable, secure)
– orchestrates audience experiences across multiple
platforms (social media, email, SMS, phone calls, personal data, real
world data and corporate data)
– listens for events

11. Conducttr
listens for
events and
responds based
on the story
and game
mechanics
created by the
experience
designer…
... publishing
videos; turning
on a light;
vibrating a
bracelet,
awarding
badges, sending
tweets…

12. Game of Thrones

13. The Chatsfield

14. Cosmic Voyage Enterprises

16. Today’s TV experience
This is TV
This is not TV

17. Tomorrow’s TV experience
This is TV
This is also TV

18. Episodic content + participative content
Ruled by TV
programming
Ruled by audience
participation

19. “Participation First”
TV as “cut scenes”
PARTICIPATION

20. Storytelling for today

26. Prometheus

27. The start…
Si Lo Vives,
Es Verdad

28. Storyworlds
Season 3
Season 4
Storyworld
What’s the show DNA?
What’s it really about? What’s premise?
Why do fans love this show?
How can I put the fans into their own
story inside the storyworld?

29. Developing our extension
Season 3
Season 4
Our
Transmedia
Extension
Storyworld
Unique:
• Story
• Characters
• Events
Common DNA:
• Customs
• Artefacts
• Institutions
• Mythologies
• Ideas

30. What’s Game of Thrones about?
• Betrayal.
• Life is short and brutal.
• Fighting for territory & power.
• Positives?
– Make the most of every day.

31. Premise

32. The 19 Reinos
Each realm:
• Ruled by a Great House
• Has a King/Queen from that House
Stats:
• Great House
• Ruler
• Ruler’s Realm of Origin
• Defence
• Leaderboard (top 100)
#VivePoniente

33. The Game
Goal
Conquer the 19 realms of Spain to become King of the
Andals and the First Men.
Reward
Each ruler of a Spanish realm will be invited to an exclusive
Game of Thrones banquet at which the King of the Andals
and the First Men will sit at the head of the table.
#VivePoniente

34. 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
What can we use from
the storyworld to inform
participation?
What types of activity will
meet our goals?
¹ What’s the goal: Revenue, Reach, Preference,
Action?
² Game player styles checked against each
participation opportunity (e.g. killer,
achiever, socializer, explorer).
How are the audience
activities realized?
Who is this for and
what are our goals?
Designing the Participatory Storyworld
Four creative processes that blend marketing with entertainment.

35. Audience participation opportunities
What will the audience do? How will they be engaged?
Gaming Role-playing
Observing Exploring
THINK
FEEL
DO
Moral dilemmas,
meaningful choices
Role-play,
provide building blocks
Reflection, consideration Exploring, discovering

36. Audience participation
opportunities for 19 Reinos
Gaming Role-playing
Observing Exploring
Moral dilemmas,
meaningful choices
Role-play,
provide building blocks
Reflection,
consideration
Exploring,
discovering

38. Team
• Project leader & Storytelling
Belén Santa-Olalla
• Game Mechanics & QA
Robert Pratten
• Implementation & Management
Eduardo Iglesias
• Project leader
Berni Melero
• Management & Production
Javier López
• Social Media Strategy
Cristina de Pablos
• Communications and Events
Cristina Merino
• Graphic Design & GoT QA
Gastón Mass
• Project leader
Gregòire Sierra
• Interface developer
Gilles Boison

39. Timescale
• Dec’13 – Conversation starts
• 15 Feb – Proposal gets approved
• 22 Feb – Spot shoot and Performance
• 17-18 Mar – Shoot webseries
• 7 Apr – Launch 4th season

40. Getting ready War
Experience development
2 31 4 5 6 7 8 9
Discovery
10
2 31 4 5
Live
Events
Online
Experience
Series
episodes
Webseries
Performance Coronation
22 Feb 7 Apr 5 May 16 June

43. 19 Realms
Choose your Family
Choose your Realm

46. “Location” Touchpoints
Fort
Town Square
Battlefield

47. Organic Brand Integration
Forest
Brothel
Militar Camp

48. Universo

50. Badges
Special Objects
Potions

51. FNAC: forest.
#VivePoniente

52. Levels of engagement
Interactive
Non-active
Producer
General
content
Interactive
content
Deep
content
Mike Dicks at BleedinEdge
Casual player:
@19Reinos #Atack #MAD #Viveponiente

53. Designing Game Mechanics
ATTRIBUTES
BADGES
INVENTORY

56. Role Playing
@belen_santa #VivePoniente

57. Making the story theirs
@belen_santa #VivePoniente

61. • Impact on brand perception: 42% improved; 14% greatly improved.
• Brand attributes after campaign:
o For young people: +23%.
o The TV brand I want: +16%.
o The best series always on Canal+ Spain: +13%.
o This made me meet new friends: +15%
o Surprising stunts: consistently 75% amongst participants and non-participants.
o I feel closer to the Canal+ brand: +13%

62. Example: Game of Thrones (Canal+)
AUDIENCE
DATABASE
CONTENT
DATABASE
GAME
LOGIC
SOCIAL
MEDIA, EMAIL
TELEPHONE
NETWORKS
DATA
LOG
PLAYER
INCLUDES:
• POINTS
• BADGES
• INVENTORY
AS WELL AS
• MESSAGES
• POSTS
• STATUS
UPDATES

63. Network intelligence
Content
Story/ Game (Logic)
Event Monitoring
Audience
Data
data sourcessocial & messaging
Metrics

64. Orchestrates multi-platform
experiences

65. TV and Film
content adapts
to…

66. Audience preferences…

67. Attributes…

68. Entry points…

69. www.chooseyourfaktion.com
Decisions made…

70. Real-world location…
MediKit
Unlocked

71. Real-world actions…

72. What’s listened to…
“Estás aquí”
Radio o evento en
vivo…
“Estoy aquí”

73. Who they interact with…

74. Data they generate…

75. And data the world generates…
Public
Data
Corporate
Data

76. Cola Light
CO afecta
• el carácter del personaje
• el tono de sus SMS
• la dificultad de juego

77. Conducttr = Building blocks for content creators
Twitter battles
Personal locker
Badges
Interactive personalization
Online characters

78. Toolbox
Collect audience
contact details
Registration Form
Build contacts with
every interaction
Direct Call-to-action
Fast friend invites
and sharing
Referrals
Give content for
contact details
Media Gifting
Grab information
from messages
Data Parsing
Your own app with
no code.
Custom App
Offer collaboration
and competition
Multiplayer
and Teams
Allow fans to
have a voice
Voting
Multi-platform
releasing
Scheduled Publishing
Publish on
interaction and data
Event Publishing
Send content based
on past activity
Behavioral Targeting
Publish content
with personalized
data
SmartWords
Personalized
experience on
role
Role Play
Choice-based
personalization
Choose Adventure
Send content based
on video timeline
Timeline Triggering
Award points, levels,
progress, content
Game Mechanics
Award badges!
Badges
Password-protected
personal space
Digital Locker
Display audience
rankings
Leaderboard
Reward with vouchers
and discounts
Coupons
Sell replayable
service
Experience-as-
a-service
Integrate with
payment systems
Pay-per-use
Offer brands an
authentic connection
Sponsor integration
Sell your project
for others to copy
Premium Templates
Export and analyse
interaction-level data
Detailed Reporting
Real-time tracking of
audience interaction
Activity Feed
Send alerts to
notification lists
Team Alerts
Get real-time
updates on
important events
Goal Notification
Big data store of all
your audience
Audience Database

79. Audience database

80. Custom WebApp (no need to code)

81. User profiles

82. E-MAIL. o: 60% Progress ON B16 k: tell me about that night
DELAY 00h 30min. REPLY. COUNT BY WORLD
Reports
LAUREN ORTEGA
(DIDN'T GET TO 60% EARLY)
Subject: STATUS: 60% COMPLETE
You're past half way!
You're now about 60% done towards solving this
mystery.
Excellent work - keep it up.
No Alternatives
LAUREN ORTEGA
(KIESHA'S EMAIL KNOWN)
Subject: STATUS: A HUGE LEAP FORWARD!
Hey |name|
Wow, offering those words of comfort to Jenna
really paid dividends!
You picked up some early knowledge and it's put
you quite a way in front. Still...

83. Metrics
By preferences By engagement
By channel
By pro-activeness
By time By user flow

84. Success stories
http://www.conducttr.com/success-stories/

85. Making Everyone’s Life an
Adventure
Create your own project at www.conducttr.com
Belén Santa-Olalla
Senior Creative Consultant
@Belen_Santa
Email: belen@tstoryteller.com