Urban Stories is a transmedia project about urban art.

1. Be part of a community
of creative people.
A transmedia experience by
Pep Jové, Céline Kniebihler and Anna Raycheva.
TransformatLab 2013
EXPLORE. CREATE. PLAY.
September 2013 | #UrbanStories September 2013 | #UrbanStories

2. September 2013 | #UrbanStories
PITCH PLAN
CONTEXT
THE PROJECT
MARKETING
BUSINESS PLAN
1.
2.
3.
4.

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CONTEXT

4. STREETS AS
A DEMONSTRATION
September 2013 | #UrbanStories
PLATFORM
CONTEXT

5. STREETS AS
A DEMONSTRATION
September 2013 | #UrbanStories
PLATFORM
CONTEXT
STREET ART
AS A PUBLIC
EXHIBITION

6. STREETS AS
A DEMONSTRATION
September 2013 | #UrbanStories
PLATFORM
EVERYONE
CAN BE
AN ARTIST
CONTEXT
STREET ART
AS A PUBLIC
EXHIBITION

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THE PROJECT
A multiplatform project
about urban art
A cultural and social
experience
A strong, creative and
immersive connection
between people and cities
To develop and exhibit its
talent to the community

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THE PROJECT
A TRANSMEDIA PROJECT
1 MOBILE APP 2 EVENTS 1 WEBSITE

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THE APP

10. EXPLORE CREATE PLAY
September 2013 | #UrbanStories
THE APP
HOW IT WORKS

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THE APP
EXPLORE
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated
challenges

12. September 2013 | #UrbanStories
THE APP
EXPLORE
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated
challenges

13. September 2013 | #UrbanStories
THE APP
EXPLORE
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated
challenges

14. September 2013 | #UrbanStories
THE APP
EXPLORE
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated
challenges

15. September 2013 | #UrbanStories
THE APP
CREATE
Sketch your ideas
in your graffiti notebook
Draw on location and
share your creation on
the map

16. September 2013 | #UrbanStories
THE APP
CREATE
Sketch your ideas
in your graffiti notebook
Draw on location and
share your creation on
the map

17. September 2013 | #UrbanStories
THE APP
CREATE
Sketch your ideas
in your graffiti notebook
Draw on location and
share your creation on
the map

18. September 2013 | #UrbanStories
THE APP
PLAY
Participate to new
challenges
Compare yourself and your
team to others in the
leaderboard
Personal profile with game
statistics

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THE APP
PLAY
CHALLENGES
Creation challenges:
creativity, imagination
Adventure challenges:
curiosity, detective-like
Battle challenges:
team spirit

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THE APP
PLAY
STORYTELLING
Short stories
Anecdotes about famous artists,
trends, events...
More engagement
Extra value, extra reasons to
participate

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THE APP
PLAY
REWARDS
Points
Badges
New tools and colors
unlocked
Invitation to the event

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THE APP
PLAY
HOW TO GET POINTS
Create new artworks
Share, like user’s artworks
Win challenges
Visit real artworks

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THE EVENTS
THE LOCATION IN PARIS
THE SEINE RIVERBANK
A new restored and public open place
For residents and visitors
Ideal for recreational activities

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THE EVENTS
THE LAUNCH EVENT
OPEN COLLABORATIVE WALL
For all skill levels
Build an audience for the mobile game
DIGITAL TOOLS
Digital spray can and screens
Easy use

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THE EVENTS
THE LAUNCH EVENT

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THE WEBSITE
ENGAGEMENT
COLLABORATIVE WALL
User-generated creations
Share, comment, like, vote
Watch the events live
ENGAGEMENT
Most popular creations rewarded
Workshop contest
PROMOTION
Know more about the project
Download the app

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THE WEBSITE

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THE WEBSITE

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THE EVENTS
THE FINAL EVENT
THE WINNING TEAM
App players
Workshop contest winners
THE LIVE PERFORMANCE
Creation of a big collaborative mural on a real wall
One-night festival

30. September 2013 | #UrbanStories
COMPETITORS
SOCIAL
MOBILE
GAMES
Draw Something
LOCATION-BASED
SOCIAL
NETWORKS
Foursquare
STREET
ART
MAPS
Geo Street Art + + }

31. THE AMATEUR ARTIST
25-45 years old
Creative, artist, looking for a challenge
Is part of a community of experts
September 2013 | #UrbanStories
AUDIENCE
THE SERIAL INSTAGRAMMER
20-35 years old
Digital native, curious, globe-trotter
Shares, talks about its personal life

32. THE AMATEUR ARTIST
COMMUNITY STRATEGY
Ads in cultural magazines
Posters in the streets, galleries...
Guerilla advertising
September 2013 | #UrbanStories
THE SERIAL INSTAGRAMMER
Social networks
Collaboration with influencers
Sharable content

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COMMUNITY STRATEGY
COMMUNITY MANAGEMENT

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COMMUNITY STRATEGY
COMMUNITY MANAGEMENT

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COMMUNITY STRATEGY
ENGAGING PICTURES

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COMMUNITY STRATEGY
TUMBLR AND BLOGS

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COMMUNITY STRATEGY
MAGAZINE ADS & POSTERS

38. COMMUNITY STRATEGY
WHY OUR TARGET AUDIENCE IS SPECIAL
September 2013 | #UrbanStories
TRENDY + YOUNG + ACTIVE

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THE APP ADVANTAGES
FREE
Community app
Location-based
Finding great art right next to you
High visual content
Interactive features
Customizable game-play
Augmented reality art
creation
+

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ADVERTISING OPPORTUNITIES
Brand creative tools
Brand challenges
Game awarding system
Special features
Location on the map

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ADVERTISING OPPORTUNITIES
INTERNATIONAL CLIENTS
Graffiti brands
Sport & clothing
brands
Music labels
Travelling companies
Magazines
Energy Drinks
...

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ADVERTISING OPPORTUNITIES
SMALL LOCAL CLIENTS
Clubs
Bookshops
Bars
Shops

43. ADVERTISING OPPORTUNITIES
CULTURAL AND MUNICIPAL INSTITUTIONS
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Municipal projects
Museums
Gallery venues
Festivals
Events

44. To do
September 2013 | #UrbanStories
MILESTONES
YEAR 1
App development
Pre-launch marketing campaign
Collaboration with street artists
communities
Launch the app globally
1st city: Paris
Build a user community
Practice the different revenue
models with our sponsors
Collaboration with festivals,
cultural institutions, events,
workshops

45. Funding for development and
maintenance for the first year
(all production costs in Paris)
App + website
development 45%
Team fees 28%
Events 16%
Promotion 10%
September 2013 | #UrbanStories
FUNDING
HOW MUCH
134 000 €
FUNDED BY
Start-up fundings
Cooperation with Paris’
municipality
Cultural fundings
Legal status 1%
(114 300 £)

46. Urban Stories
September 2013 | #UrbanStories
NEXT STEPS
RESULTS AFTER YEAR 1
STREET ART COMMUNITIES ON FACEBOOK
I ♥ STREET ART Street art Save
My Life
146k 174k
StreetArt in
Germany
894k
STREET ART
UTOPIA
1,1m
40k+
✗ 20k+ mobile users
✗ User-generated content: 50k+ pieces
✗ Small advertisers on the map: 2k+ venues
+

47. September 2013 | #UrbanStories
NEXT STEPS
YEAR 2 AND FURTHER GOALS
New interactive
features (app)
Expanding the team
New maps & moving
events in more cities
80 000+ users
Paris London Barcelona

48. project by
September 2013 | #UrbanStories
a
Pep Jové @PepJoveCompany
Céline Kniebihler @celinektwitt
Anna Raycheva
#UrbanStories
Contact:
urbanstoriesproject@gmail.com

49. September 2013 | #UrbanStories
EXPLORE, CREATE, PLAY
THE PROJECT
TIMELINE
BETA
TEST LAUNCH
APP
WEBSITE
PROMOTION
EVENT LIVE
STREAM
PROJECT
LAUNCH
VOTE, SHARE, LIKE, COMMENT
+ project infos
EVENT LIVE
STREAM
TEASING SOCIAL MEDIA COMMUNICATION,
FANS RECRUITMENT
FINAL EVENT
PROMOTION
EVENT LIVE
COVERAGE
EVENT LIVE
COVERAGE
FINAL
RESULT
WINNER TEAM
ANNOUNCED
LAUNCH
EVENT
FINAL EVENT
WORKSHOP
REGULAR
PROMOTION