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Designing for attention
Transmedia’s New Narrative Practices Part 2
Siobhan O’Flynn, PhD
Interactive Storytelling c. 2001
Transmedia SG Singapore Media Academy
May 29, 2013
Community BuildingVersion 2 Expanded
communitybuilding
Case Studies
Title Text
User-Defined Footer Text
Indie Web Series
•Jill Golick, Story2.OH
•Identifies a content gap in teen
programming
•Under 13 not tracked on analytics
•Audience of avid readers
•Teen detective (Nancy Drew
updated)
•15 day shoot during August 2010
•Short episodes 3-5 minutes
•Season 1 ran Oct.-Dec. 2011
•Content distributed across platforms
where audience lives
•Facebook Page - conversation with
fans, not content push to fans
•Recognizing audience as people is
key
•Jill knows them all
•YouTube Channel
•Cross-posting fan content
= engagement strategy
tumblr
Integrated
transmedia
puzzles
literacy site
youtube channel
Indie Web Series
•Jill Golick
•‘On TV the show would be slated as ‘tween’ content’
•Internet demographics different from TV
•On the internet, audience drawn from wider age group into 20s & older
•Harry Potter generation now in their 20s = global audience
•Views: Canada/US, Mexico, Philippines, India, Australia, UK, Malaysia
•Facebook stats revealed large Spanish audience
•Episodes now subtitled in Spanish
Indie Web Series
•Season 2 - shot summer 2011
& launched Oct. 2012
•Ruby Skye PI:The Haunted
Library includes:
•50 behind-the-scenes & “extra
features” videos,
•4 web sites,
•4 Tumblr blogs,
•multiple social media channels, and
10 interactive clues.
•Designed to engage fans between
episodes, viewers can study and
solve the clues which Ruby finds in
the story.
•Ruby Skye PI:The Haunted Library
available on KoldCast TV, blip,
YouTube and DailyMotion
•Dec. 2012 - Ruby Skye PI Season 2
Hits 1.5 Million Video Views
Indie Web Series
•June 2013 - Over 2.5 Million Video
Views
•Story2.OH enters multi-platform deal
with CBC for Season 3 - 10 episodes
•Season 3 will premiere online at Kids’
CBC in winter 2014 & CBC-TV
broadcast will follow
•Long term strategy to build Ruby
Skye PI into ‘a valuable international
cross-platform franchise’
•‘Ruby Skye represents premium
video content at its best...’
•‘Teens and parents demand
authentic, smart, and fun stories, and
they want to access them across all
media platforms. Ruby Skye P.I.
delivers on all counts, and we are
excited about bringing this ground-
breaking series to U.S. television and
digital screens next year.’
•Alan Seiffert, President of Seiffert
Media Advisors.
http://rubyskyepi.com/blog/ruby-skye-p-i-lands-multi-platform-deal-with-cbc/
■ Grand Prize Winner
■ Outstanding Lead Actress – Interactive Narrative Drama: Madison Cheeatow
■ Outstanding Guest Actor – Interactive Narrative Drama: Geri Hall
■ Outstanding Cinematography – Interactive Narrative Drama: Alex Dacev
■ Outstanding Direction – Interactive Narrative Drama: Kelly Harms
Innovative Content
Development
& Business Model
Canadian Indie Transmedia
A prequel adventure to an upcoming TV series
a series of graphic novels.
International
ProductionTeam
• Wattpad raises $17 million in venture funding June 2012
• Called ‘the YouTube of writing’
•‘social-reading platform that allows amateur authors to upload content and
connect directly with readers’
•Wattpad hosts more than five million user-generated stories in 25 languages and
half a million new stories are added every month.
•3 million registered users, up from 1 million in September
•users spend 1.7 billion minutes reading and writing every month, in June 2012 =
more than Pinterest.
• Jim Martin - Heroes LA
•Tom Lillehammer - Conspiracy for
Good Sweden
•Carrie Cutforth-Young - QueenSpade
Toronto
Innovative Platform
Analyzed fan activity
on Wattpad
•‘social-reading platform’
•Fans can extend content, write new
stories, share with friends
•links to fan YouTube videos
• popular with ‘Twihards, girls who read not only theTwilight novels but
Stephenie Meyers’ Midnight Sun’
•Alternate version told from new pov, leaked online.
•Karada designed to appeal to this demographic & the Wattpad trend to switch
between perspectives & realities.
Innovative Platform
Guest Writers create
new worlds
•prequel to TV Series
•graphic novel by Hugo Arias
•musical score by Steve Cupani
•Chapter 1 written by Carrie Cutforth-Young
•establish premise, characters, dilemma & Primary World
•Guest writers create new worlds as story moves into multi-verse
•Allows for new voices, new styles, new povs
•Fluid format also creates space for fan fiction
•Fan Fiction is Key Component of Wattpad activity
•Fans extend & share new content
•20,000 downloads in first week
Innovative Approach
Remember the analogue
people love material things....
Each story in the Letters is like an episode of a television series - each has its own
internal arc, and each connects to others. While the series doesn't follow a single
narrative from beginning to end, certain threads connect groups of episodes.  
Kickstarter Campaign
Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore
Value of Scarcity
people love exclusivity...
HBO IMAGINE ...scarcity
• a new normal
• participatory
• many to many
• gifts not viral
• collaboration
• philanthropy
• shared value
• civic engagement
vs. slactivism
choco-locate.com
do more with less
Siobhan O’Flynn, PhD
NarrativeNow
TMCResourceKit.com
sioflynn@gmail.com
Twitter @Sioflynn
Transmedia-101.com
thank you

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Designing for Attention Singapore Masterclass Part 2 EXPANDED

  • 1. Designing for attention Transmedia’s New Narrative Practices Part 2 Siobhan O’Flynn, PhD Interactive Storytelling c. 2001 Transmedia SG Singapore Media Academy May 29, 2013 Community BuildingVersion 2 Expanded
  • 4. Indie Web Series •Jill Golick, Story2.OH •Identifies a content gap in teen programming •Under 13 not tracked on analytics •Audience of avid readers •Teen detective (Nancy Drew updated) •15 day shoot during August 2010 •Short episodes 3-5 minutes •Season 1 ran Oct.-Dec. 2011 •Content distributed across platforms where audience lives •Facebook Page - conversation with fans, not content push to fans •Recognizing audience as people is key •Jill knows them all •YouTube Channel •Cross-posting fan content = engagement strategy
  • 6. Indie Web Series •Jill Golick •‘On TV the show would be slated as ‘tween’ content’ •Internet demographics different from TV •On the internet, audience drawn from wider age group into 20s & older •Harry Potter generation now in their 20s = global audience •Views: Canada/US, Mexico, Philippines, India, Australia, UK, Malaysia •Facebook stats revealed large Spanish audience •Episodes now subtitled in Spanish
  • 7. Indie Web Series •Season 2 - shot summer 2011 & launched Oct. 2012 •Ruby Skye PI:The Haunted Library includes: •50 behind-the-scenes & “extra features” videos, •4 web sites, •4 Tumblr blogs, •multiple social media channels, and 10 interactive clues. •Designed to engage fans between episodes, viewers can study and solve the clues which Ruby finds in the story. •Ruby Skye PI:The Haunted Library available on KoldCast TV, blip, YouTube and DailyMotion •Dec. 2012 - Ruby Skye PI Season 2 Hits 1.5 Million Video Views
  • 8. Indie Web Series •June 2013 - Over 2.5 Million Video Views •Story2.OH enters multi-platform deal with CBC for Season 3 - 10 episodes •Season 3 will premiere online at Kids’ CBC in winter 2014 & CBC-TV broadcast will follow •Long term strategy to build Ruby Skye PI into ‘a valuable international cross-platform franchise’ •‘Ruby Skye represents premium video content at its best...’ •‘Teens and parents demand authentic, smart, and fun stories, and they want to access them across all media platforms. Ruby Skye P.I. delivers on all counts, and we are excited about bringing this ground- breaking series to U.S. television and digital screens next year.’ •Alan Seiffert, President of Seiffert Media Advisors. http://rubyskyepi.com/blog/ruby-skye-p-i-lands-multi-platform-deal-with-cbc/
  • 9. ■ Grand Prize Winner ■ Outstanding Lead Actress – Interactive Narrative Drama: Madison Cheeatow ■ Outstanding Guest Actor – Interactive Narrative Drama: Geri Hall ■ Outstanding Cinematography – Interactive Narrative Drama: Alex Dacev ■ Outstanding Direction – Interactive Narrative Drama: Kelly Harms
  • 11. Canadian Indie Transmedia A prequel adventure to an upcoming TV series a series of graphic novels.
  • 12. International ProductionTeam • Wattpad raises $17 million in venture funding June 2012 • Called ‘the YouTube of writing’ •‘social-reading platform that allows amateur authors to upload content and connect directly with readers’ •Wattpad hosts more than five million user-generated stories in 25 languages and half a million new stories are added every month. •3 million registered users, up from 1 million in September •users spend 1.7 billion minutes reading and writing every month, in June 2012 = more than Pinterest. • Jim Martin - Heroes LA •Tom Lillehammer - Conspiracy for Good Sweden •Carrie Cutforth-Young - QueenSpade Toronto Innovative Platform
  • 13. Analyzed fan activity on Wattpad •‘social-reading platform’ •Fans can extend content, write new stories, share with friends •links to fan YouTube videos • popular with ‘Twihards, girls who read not only theTwilight novels but Stephenie Meyers’ Midnight Sun’ •Alternate version told from new pov, leaked online. •Karada designed to appeal to this demographic & the Wattpad trend to switch between perspectives & realities. Innovative Platform
  • 14. Guest Writers create new worlds •prequel to TV Series •graphic novel by Hugo Arias •musical score by Steve Cupani •Chapter 1 written by Carrie Cutforth-Young •establish premise, characters, dilemma & Primary World •Guest writers create new worlds as story moves into multi-verse •Allows for new voices, new styles, new povs •Fluid format also creates space for fan fiction •Fan Fiction is Key Component of Wattpad activity •Fans extend & share new content •20,000 downloads in first week Innovative Approach
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  • 17. Remember the analogue people love material things....
  • 18. Each story in the Letters is like an episode of a television series - each has its own internal arc, and each connects to others. While the series doesn't follow a single narrative from beginning to end, certain threads connect groups of episodes.   Kickstarter Campaign Laser Lace Letters - 7 Tangible Steampunk Stories by Haley Moore
  • 19. Value of Scarcity people love exclusivity...
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  • 26. • a new normal • participatory • many to many • gifts not viral • collaboration • philanthropy • shared value • civic engagement vs. slactivism choco-locate.com
  • 27. do more with less