This document discusses experience design for transmedia story worlds. It advocates for an installment or episodic approach to transmedia projects that allows each part to be independently funded while building toward a larger whole. It presents a case study of a transmedia sci-fi thriller called Saligia-7 that bridges multiple media formats. The document also provides considerations for audience engagement, building communities around stories, and bringing together producer vision, research, and design documents to plan transmedia projects.

1. XDW

2. XDWEXPERIENCE DESIGN for game- and story- WORLDS

3. XDWEXPERIENCE DESIGN for game- and story- WORLDS
TRANSMEDIA + EXPERIENCE

4. EXPERIENCE DESIGN.
...AUDIENCE AT CENTRE
...NO AUDIENCE NO MEANING
...MEMORIES AND EMOTIONS
TRANSMEDIA ARCHITECTURE.
TRANSMEDIA STRUCTURE.

5. EXPERIENCE DESIGN.
TRANSMEDIA ARCHITECTURE.
...STORYTELLING
...GAMEPLAY
...SPECTACLE
...PARTICIPATION
TRANSMEDIA STRUCTURE.

6. EXPERIENCE DESIGN.
TRANSMEDIA ARCHITECTURE.
TRANSMEDIA STRUCTURE.
...GAME DESIGN
...NARRATIVE & STORY STRUCTURE
...APP DESIGN - UI & USABILITY
...WEB DESIGN
...THEATRE & PERFORMANCE
...+ ‘KNOWNS’ OF OTHER MEDIA IN THE MIX

7. EXPERIENCE DESIGN.
TRANSMEDIA ARCHITECTURE.
TRANSMEDIA STRUCTURE.
BRING IT ALL TOGETHER USING AN...
INSTALMENT / LEVEL APPROACH FROM:
...GAME LEVEL DESIGN
...STORY EPISODES, INSTALMENTS & SERIALITY

8. AN INSTALMENT APPROACH IS PRACTICAL.
...EACH INSTALMENT IS FUNDABLE:
...WHILE THE WHOLE,WHATEVER THAT IS, MOST PROBABLY IS NOT.
...YOU ONLY KNOW SO MUCH:
...YOU CAN’T SEE THE WHOLE PROJECT, EVEN IFYOU THINKYOU CAN.
...YOU’LL LEARN THINGS ALONG THE WAY THAT CHANGEYOUR
THINKING:
... NOT LEAST FROM AUDIENCE PARTICIPATION AND CO-CREATION.
...YOU HAVE A PROJECT HORIZON THAT THAT’S MANAGEABLE:
... NO-ONE CAN MANAGE A 10YEAR / 5+ PLATFORM PLAN !

9. HUBBUB APPROACH
AIM FOR INSTALMENTS THAT TEAM CAN
REALISTICALLY PRODUCE:
...WITHIN AYEAR
...WITH CURRENT EXPERIENCE
...EXTENDED WITH CURRENT NETWORK

10. HUBBUB APPROACH
EACH INSTALMENT SHOULD HAVE:
... 6 MONTH HORIZON
... REALISTIC BUDGETS FOR CURRENT TEAM
... REALISTIC RISK LEVEL FOR ‘MONEY’ TO COMMIT
... INNOVATION AT ITS CORE
... LEARNING FOR THE TEAM

11. HUBBUB APPROACH
DEVELOPMENTAL RESEARCH
...XDW R&D
...FAIL QUICKLY
...APPLY LEARNING TO NEXT PROJECT / NEXT
ITERATION

12. CONVERGED IP & FORMATS
CLIENTS & PARTNERS : BROADCASTERS • ON-LINE CHANNELS • PUBLISHERS

13. SALIGIA-7
CASE STUDY

14. S A L I G I A - 7
ZombieAlarm#1 <S7ZA#1>
transmedia pilot:
research and development

15. SALIGIA-7 is a transmedia sci-fi
thriller that bridges online video,
social media narratives, live
pervasive story and game events,
mobile, print, broadcast and
theatrical.
“ T H E R E A R E Z O M B I E S O N O U R S T R E E T S ! ”

16. S T O R Y

17. 3 N A R R A T I V E S
Teenagers in Amsterdam who start to display
symptoms of an unknown illness

18. Self-styled zombie hunters intent on finding out
what is going on
3 N A R R A T I V E S

19. Reactions of society to the threat of a zombie
outbreak
3 N A R R A T I V E S

20. print
news
News stories
get confused between
fiction and reality
broadcast
fictional current
affairs show
the story of
2 of the teens
story of
100 missing teens
MissingChristel
Community
Facebook narrative
poster and social
media campaignFacebook
narratives
ZombieAlarm
Facebook
narrative
ZombieAlarm
story blog
2 become our
protagonists
webisodes
Twitter updates
featuring a pack
of 7 teen-zombies
z-leaks
story blog
SWATsquad
reveals evidence
VUPs get
involved
UGC
spread via
twitter
gather at
events
society reacts
and deploys
ZOMBIE HUNTERS
teens become
ZOMBIES
genre fans
raise a
ZOMBIE ALARM
live events:
pervasive story
meets
alternate reality game
<S7ZA#1>

24. INSTALMENT #2
... LOCATIVE IMMERSIVE THEATRE
... PROLOGUE WEB SERIES & SOCIAL STORY
... GAME & NARRATIVE APP
... RELEASE DATE 2014
STATUS SALIGIA-7

25. EXPERIENCE DESIGN.
...AUDIENCE AT CENTRE
...NO AUDIENCE NO MEANING
...MEMORIES AND EMOTIONS
TRANSMEDIA ARCHITECTURE.
TRANSMEDIA STRUCTURE.

26. Entertainment
Participation
Rating
Publishing
Distribution
InspirationCuration
Sharing
Relationship
Building
Education
Duracell
Storyworld
Engagement
Business
Spread it
Add to it
Play it
Become it
Perform it
Explore it
Know it
@
Story & Game
World
HUBBUB’S CONCENTRIC PROJECT MODEL

27. CONSIDER:
ACTIONS TO BUILD YOUR AUDIENCE
...WHERE DO THEY GO ON THE WEB?
... HOW MUCH PARTICIPATION CANYOU EXPECT?
...WILL THEY CO-CREATE WITHYOU?
...WILL THEY WANT THEIR ACTIONS TO AFFECT THE STORY?

28. CONSIDER:
... HOW GROWING AN AUDIENCE MEETS
... MARKETING THE PROPERTY MEETS
...TWO-WAY DIALOGUE WITH THEM
AND
...HOW TO OFFER THEM TEASER CONTENT TO ENCOURAGE
THEM TO COME CLOSER TOYOU

29. CONSIDER:
WHAT ELEMENTS OFYOUR STORY- AND GAME- WORLD
...ARE ESSENTIAL
...WILL HOOKYOUR FIRST AUDIENCE
AND SO
...YOU SHOULD DESCRIBE / PROTOTYPE FOR USE INYOUR PITCH

31. AUDIENCE
FOUNDATION
ENABLE USER ENGAGEMENT
EMBRACE SOCIAL INTERACTION BETWEEN FRIENDSVIA THE SOCIAL WEB
BUILD COMMUNITIES AROUND YOUR STORIES AND PLAYABLE MEDIA

32. DESIGN AND PLAN FOR 3 AUDIENCES
Deep Content : Live Drumming
Sharing and Fan Content
Media
5-10% Creators
20-25% Fans and Sharers
65-75% Passives
Deep Content
Sharing and Fan Content
Media

33. PRODUCER VISION
...INTENTIONS
...GOALS
...STRATEGY
THIS IS THE SAME FOR GAME,TV, FILM,APP, CLIENT WORK.
BRING IT ALL TOGETHER AS A TEAM:
...RESEARCH
...CORE CONCEPT & CREATIVE DIRECTION
...DESIGN DOCUMENTS

34. STRATEGY
...CHANNEL PARTNERS / LEADING MEDIA
...CO-PRODUCTION PARTNERS / ADDITIONAL SKILLS, EXPERIENCE, FUNDING
...DEVELOPMENT PATHWAY / TIMELINE
...BUDGET LEVEL
...FUNDING STRATEGY
...PITCH STRATEGY - WHAT,WHEN,TO WHOM
RESEARCH
...MARKET
...UNIQUE ELEMENTS / APPROACH
...COMPLETENESS OF CORE CONCEPT

35. EVERYTHING THAT YOU KNOW STILL COUNTS:
STORY: CHARACTER, DRAMA, TENSION, ACTION, CATHARSIS, CONFLICT, GENRE
MECHANICS CHANGE, PRINCIPLES REMAIN.
WHAT CAN CREATE IMMEDIACY OF EXPERIENCE FOR THE AUDIENCE?
IS YOUR STORY SERIALIALISED OR EPISODIC ?
PROVIDE COMPELLING REASONS AND ELEMENTS TO COME BACK.
CONSIDER PATTERNS OF CLOSURE.
AUDIENCE EXPECTATION: EVERY STORY IS LARGER THAN ITS PLATFORM.
EXPERIENCE DESIGN: USER EXPERIENCE AND ACTIONS.
WHAT DO YOU WANT YOUR AUDIENCES TO DO?
THERE IS NO TRANSMEDIA FORMULA

36. @ianginn
IAN GINN, CREATIVE PARTNER, HUBBUB