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Presentation to the San Francisco transmedia meetup group - Transmedia SF. Thanks to everyone who came out and for the passionate discussion afterwards. It was a huge pleasure!
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Transmedia SF
San Francisco 25 June 2012
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
Transmedia Storyteller Ltd “We power remarkable experiences”
transmedia production tool to deliver personalized, cross-platform experiences that drive conversation and engagement. It's cheaper, faster, scalable & manageable
and there's no coding.
Storytelling with Conducttr
Narrative
Social Networking
Participation, Conversation
Rewards Levels Collaboration Competition
Characters Plot Events Things
Gaming
Story-in-the-Cloud
Character’s live 24/7 in the cloud
Characters connect experience
.. with online
.. with mobile
..between episodes
Lowlifes 2.0
Lowlifes 2.0… whodunit • Characters:
– reveal intrigue, clues, histories
– have moods: sympathetic towards you or not
– real-world time availability (coffee break, sleeping)
– surprises – reversals & follow-ups
• Personalized experience – via character behavior and…
– help mode on or off
– feedback on progress (e.g. “60% complete)
– personalized calls-to-action/reminders based on position in story
• Out-of-world communication from author integrated with in-world communications from characters
• Measurable – how deep people play
– time to respond
– A/B testing to improve results
• No cookies, plug-ins, apps or registration forms: played on email, Twitter and SMS
• Entirely scripted, no AI and no coding
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
Empower advocates
“Big on Facebook/Twitter/LinkedIn”
Audience variables
Contact Details
Groups
Custom Fields
Email Twitter Mobile
Language? Level? Trait?
Health? Stamina? Power
Community-level personalization
Individual –level personalization
NB: Custom Fields also available for other entities such as Characters and Touchpoints
Alien encounter readiness (SMS)
TEST your readiness for alien encounters! Reply TEST to answer two questions that will reveal 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.
demo: txt (575)208-5005 alien test
Alien test results
You are a PERFECT HOST for alien explorers. Your willingness to
keep an alien lovechild and tell nobody has been noted and will
be rewarded.
You are an EXHIBITIONIST who seeks celebrity in two solar
systems. We are wary of you but we may use you if it suits our
cause.
You are a SILENT RECLUSE. You crave alien attention but are
afraid to show your affection.
You are an EARTH WARRIOR - ready to make a stand against alien invasion and exploration.
You are not to be trusted.
SECRET PUBLIC
BIRTH
KILL
Work in Progress…
Audience participation opportunities
What will the audience do? How will they be engaged?
Companion Actor
Outsider Observer
THINK
FEEL
DO
Moral dilemmas, meaningful choices
Role-play, provide building blocks
Reflection, consideration Exploring, discovering
Participation for MskRD
Companion Actor
Outsider Observer
THINK
FEEL
DO
The 22er experience
Psychophol experience
Tarot Cards
Web Series
Mask of the Red Death Online
Psychophol experience
Wastelander experience
Web series
Tarot Cards
Real World
Event: Festival Screening
Mobile app
DVD release
Story
Gaming Co-creation
Real-world
Feature film
WORKFLOW: Mask of the Red Death
Synopsis Short story Transmedia Strategy
Funding Approved
Write Feature Script
Write Psychophol
Story
Psychophol Experience
Defined
Wastelander Experience
Defined
Create Card
Mechanics
Create Card Story
Write Webseries
Director’s Vision
Storyworld Wiki (Bible)
Experience Story writing Documents
Key
Information flow
Project Structure
Transmedia Producer (Robert Pratten)
Psychophol
(Cassi)
The 22ers
(Berta)
Tarot Cards
(Tara)
Web Series
(Robert)
Graphic Design & Branding
(BTL Brands)
Feature Script (Simon Cluett)
Producer (Jonathan Sothcott)
Interactive
(Transmedia Storyteller Ltd)
The 22ers
Mask of the Red Death
www.psychophol.com
The End
Robert Pratten robert@tstoryteller.com
@robpratten USA: +1 415 287 4150
Europe: +44 207 193 4567
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