The panel I chaired on taking intellectual property across platforms by working with various partners.

1. From Concept to Contract to Launch
Storyworld
Monday 31st October 2011, San Francisco

2. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

3. Panelists
• Lenny Brown
Director, Creative & Business Development
THQ
• Brent Friedman
Founding Partner
Electric Farm Entertainment
• Tricia Pasternack
Transmedia Producer,
Random House Worlds

4. Transmedia storytelling

5. Homefront

6. Valemont

7. Lenny Brown
Director, Creative & Business Development
THQ

8. Brent Friedman
Founding Partner
Electric Farm Entertainment

9. ELECTRIC FARM ENTERTAINMENT PRESENTS:
A Transmedia Property in Partnership with MTV & Verizon

10. THE VALEMONT STORY
THE VALEMONT STORY
VALEMONT is a university for vampires…
…set in the real world. With a Massachusetts
address, a 400 year old backstory, and a slew of
famous alumni from human history (like Walt
Disney and Einstein). Oh, and we’ve got some
seriously hot bods, too.
As the foundation for our story we crafted an
ALTERNATE HISTORY for mankind and a DEEP
MYTHOLOGY of rules and lore. This offered a
“drillable” storyverse for fans
to explore.

11. THE VALEMONT EXPERIENCE
Electric Farm Entertainment’s VALEMONT was an unprecedented 360° series. The
shows played out on:
 Linear TV
 VOD
 Online
 Mobile
By integrating every platform and screen as entry points of the VALEMONT world the
show delivered an INTERACTIVE and truly transmedia experience.

12. VALEMONT PARTNERS +
INNOVATIVE DISTRIBUTION: MTV used on-air to promote online
 1st 12 episodes (2mins ea) aired in “ad pods” around network’s highest rated
shows, “The Hills” and “The City”
 12th episode cliffhanger, and extensive network marketing push, drove fans to
follows the remaining 23 episodes online at MTV. Com
ORGANIC INTEGRATIONS: Verizon woven into experience
 Verizon’s products (wireless, voice, text, video, imaging) were seamless
woven into storyline with a Verizon branded phone at the center of the story
 Every new student enrolled at Valemont U received an “virtual” Verizon phone
which served as a tool for news, msgs, clues, video and plot developments

13. THE CONTENT LAYERS
The VALEMONT uses each platform to enhance the storytelling and offer different entry points for
fans to INTERACT and INFLUENCE the program.
INTERACTIVE STORYTELLING – fans could participate in an immersive world and “CHOOSE” which
SIDE they belonged to… this delivered one of TWO ENDINGS.
SOCIAL NETWORKS – a community that could comment on the happenings at Valemont, shape its
own ideas and content around the show, and connect to other “STUDENTS.”
MOBILE – with Eric’s phone a key component of the story, we offered a direct 2-way relationship
with fans through video & SMS (3rd screen also adding ‘view on the go’ content)
THE ARG – fans could delve deeper into the experience & mythology of VALEMONT through an
ARG, providing deeper interaction than short form episodes or linear TV allows

14. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
VALEMONT U WEBSITE

15. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
INVESTIGATOR’S BLOG

16. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
POPPY’S BLOG

17. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
TWITTER

18. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
FACEBOOK

19. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
VALEMONT COMMONS

20. TRANSMEDIA ROLL OUT & AUDIENCE EXPERIENCE
MOBILE
Verizon SMS Campaign
ONLINE
PREQUEL Episodes / RUSH WEEK
SOCIAL MEDIA
Facebook Quiz

21. VALEMONT EPISODE 1

22. Tricia Pasternack
Transmedia Producer,
Random House Worlds

24. Books are doorways to worlds

25. Home to the world’s …and extraordinary
greatest storytellers… worlds of fiction

27. HOMEFRONT was not a full-scale
transmedia project, but was highly
important in establishing creative
trust between RHW, IP authors
(Raymond Benson and John Milius
) and THQ.
Book publishing capability is our
advantage