Conducttr – Under the HoodConducttr: Pervasive Entertainment Platform Broadcast & reply emails, Tweets, SMS Content Layer Publish blog posts, videos, images, Facebook updates Events – when “stuff” should happen Control Layer Actions – personalization of experience Real World Audience
Under The Hood - AudienceAudience Audience is viewed as: • individual (just you) • community (everyone)Individual Community • group (segments of everyone) Individual Everyone Groups
Audience variables Email Contact Details Twitter Mobile Language? Community-level Groups Level? personalization Trait? Health? Individual –level Custom Fields Stamina? personalization Power NB: Custom Fields also available for other entities such as Characters and Touchpoints
Alien encounter readiness (SMS) (575) 208 5005TEST your readiness for alien encounters!Reply TEST to answer two questions that willreveal more about yourself than you knew! – Q1: You suffer an alien abduction but are returned to Earth. What do you do? Reply keep SECRET or GO PUBLIC – Q2: You find yourself impregnated with an an alien child. What do you do? Reply give BIRTH or KILL it.
Results create personalizeexperience SECRET PUBLIC You are a PERFECT HOST for alien You are an EXHIBITIONIST whoBIRTH explorers. Your willingness to seeks celebrity in two solar keep an alien lovechild and tell systems. We are wary of you but nobody has been noted and will we may use you if it suits our be rewarded. cause. You are an EARTH WARRIOR - KILL You are a SILENT RECLUSE. You ready to make a stand against crave alien attention but are alien invasion and exploration. afraid to show your affection. You are not to be trusted.
EngagementGoal: delight each individual with personalized, surprising, evolving contentConducttr Audience call to action Content Layer call to action Individual Community action Control Layer Real World community action personalization community-driven story evolution
Invite the world into your World Trailer or Website Description Date & time information The platforms the World lives on
Connected experience Your Story/ExperienceNative cross-platform experience writtenwithout code to run from the cloud on socialnetworks (and on other sites such as tabletapps, social games, consoles, forums etc. viaConducttr API with coding) Audience
Metrics• Marketing budget = $0• Production budget = $500• Total Net Kindle Revenue (2011) = $1748• Total shipments on Kindle Jan 1st to Dec 31st 2011 = 972 (retail price at Amazon.com $2.94)• Number of people connecting to Lauren Ortega on email = 83 = 9% of total sales• Video views of Episode 1 (Jan 1st to Dec 31st 2011) = 4727
Sales vs Social Media (Lowlifes) Nb: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also included email, Twitter, Facebook etc.
Sales vs Social Media (Lowlifes) Tipping point
Story Real-world(strength, depth & authorial (pervasive, built around fact) control) Co-creation Gaming(contribute, change, co-create) (goals, puzzles, challenges, trophies) Story = importance of narrative, depth of world & degree of authorial control Real-world = extent to which story-experience pervades real locations & times, real people & events Participation = ability of audience to change or contribute to the story-experience Gaming = audience has goal, use of puzzles, game mechanics (trophies, levels, leader boards etc.)
Mask of the Red Death Story Real-world Online Co-creation Gaming Web series Psychophol experienceWastelander experience Real World Feature film Tarot CardsEvent: Festival Screening Mobile app DVD release
Audience participation opportunities FEEL Companion Actor Moral dilemmas, Role-play, meaningful choices provide building blocks Outsider Observer Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?
Participation for MskRD FEEL Companion Actor Psychophol Wastelander Tarot experience experience Cards Outsider Observer Web Series THINK DO