http://www.slideshare.net/wearesocialsg User-Defined Footer Text
Twilight Brazilsubway kiosk campaignCase Study Vidieo: http://vimeo.com/2508720
Twilight Brazilsubway kiosk campaignDEC. 2008Aaron Kim image 2: http://bit.ly/7H6wUn
DIGITAL CAMPAIGNRESULTS:Over 4.5 million people reached by thesubway campaign in over a month.One of the top 10 box-offices in 2008 inBrazil.Over 180,000 content downloads viaBluetooth.website, banners, and a strong communitycreated for the fans in Brazil.
• Transmedia experiences can leadaudiences across platforms• Create new opportunities forengagement & consumptionContext is nowSECOND Screen
Or are we looking for good stories?Attention Fragmentation?
http://www.youtube.com/watch?v=EJpSqeQbh4oDigital Natives & the Myth of ADHD
Transmedia Storiesare those which ‘unfold acrossmultiple media platforms witheach new text making adistinctive and valuablecontribution the whole.’Henry Jenkins, ConvergenceCulture 2006Power of ...
‘Branded entertainment comes andgoes in a ﬂash, but transmediastorylines are timeless because theyare built on a foundation of classicnarrative structure.They’re goodstories.’‘Transmedia bibles build onarchetypal patterns & identifying thecore theme & values of a story.Jeff GomezTransmediastoryWorldsmultiple entry points lead to ...
deﬁne the following:story to..storybible...•the story: everything that isknown...•the key characters, the secondarycharacters, & important backstory•individual and societal conﬂicts,•the social structure, beliefs,ideologies•snapshot of the world (its past,present and future), & itsconﬂicts, stresses,accomplishments, unusualcharacteristics (physics,magic,social order).•create a detailed vision of a storyworld•identify the genre of your storyand its core themes (timeless),then consider, is there anarchetypal story or myth thatyour story comes close to?•deﬁne the vision of present &future of the story & storyworld•what is your brand?•decide whether your property willbe open-ended allowing for newdirections & properties? or will itend?
how do you design for interactivity?begin with understanding your audience &think through user experience< UX >Storytelling changes when you add interactivity
Transmedia• A STORY & A STORYWORLD• TRANSMEDIA NOT CROSS-PLATFORM• BLURS THE FOURTH WALL• DIGITAL & PHYSICAL COMPONENTS• PARTICIPATORY EXPERIENCES• SCARCITY VS ABUNDANCE• AUDIENCE DRIVEN NARRATIVE• STORIES COMMUNICATED VIA UNEXPECTEDMEANS• BUILT-IN GAME MECHANICS
‘Kotex first looked through thousands of women’spinboards in search of 50 power users with a largenumber of engaged followers on Pinterest who could befuture Kotex customers. They then studied the 50women’s boards to get a better understanding of some ofthe things they are passionate about. After the analysis,they created custom gift boxes for each woman filled withgoodies they believed would resonate with them. I wouldestimate they invested between $50 and $100 per giftbox.The surprise gifts created the response Kotex had aimedfor in almost all 50 women. They chatted online aboutKotex and shared images and stories about theircustomized and unexpected gifts on Pinterest, which thenfurther extended the campaign into a wider community.When the case study video was posted on YouTube,Kotex had 2,000 interactions between the 50 women andtheir friends and almost 695,000 generated from thecampaign.’M2M & DIWOhttp://www.casestudiesonline.com/kotex50/
M2M & DIWOThe surprise gifts created theresponse Kotex had aimed for inalmost all 50 women. Theychatted online about Kotex andshared images and stories abouttheir customized and unexpectedgifts on Pinterest, which thenfurther extended the campaigninto a wider community.When the case study video wasposted on YouTube, Kotex had2,000 interactions between the50 women and their friends andalmost 695,000 generated fromthe campaign.http://www.casestudiesonline.com/kotex50/
In interactive design,people are your mediumSusan Gorbet UX Designer
Siobhan O’Flynn, PhDNarrativeNowTMCResourceKit.comtransmedia-101.comsioﬂynn@gmail.com@Sioﬂynn on Twitterthank you