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Urban Stories is a transmedia project about urban art.
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September 2013 | #UrbanStories September 2013 | #UrbanStories
Be part of a communityof creative people.
A transmedia experience byPep Jové, Céline Kniebihler and Anna Raycheva.
TransformatLab 2013
EXPLORE. CREATE. PLAY.
September 2013 | #UrbanStories
PITCH PLAN
CONTEXT
THE PROJECT
MARKETING
BUSINESS PLAN
1.
2.
3.
4.
September 2013 | #UrbanStories
CONTEXT
September 2013 | #UrbanStories
STREETS ASA DEMONSTRATION
PLATFORM
CONTEXT
September 2013 | #UrbanStories
STREETS ASA DEMONSTRATION
PLATFORMSTREET ARTAS A PUBLICEXHIBITION
CONTEXT
September 2013 | #UrbanStories
STREETS ASA DEMONSTRATION
PLATFORM
EVERYONECAN BE
AN ARTIST
STREET ARTAS A PUBLICEXHIBITION
CONTEXT
September 2013 | #UrbanStories
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
September 2013 | #UrbanStories
THE PROJECT
A TRANSMEDIA PROJECT
2 EVENTS1 MOBILE APP 1 WEBSITE
September 2013 | #UrbanStories
THE APP
September 2013 | #UrbanStories
September 2013 | #UrbanStories
EXPLORE CREATE PLAY
THE APP
HOW IT WORKS
September 2013 | #UrbanStories
THE APP
Real artworksby famous street artists
Digital artworksby the community
Geolocatedchallenges
EXPLORE
September 2013 | #UrbanStories
Real artworksby famous street artists
Digital artworksby the community
Geolocatedchallenges
THE APP
EXPLORE
September 2013 | #UrbanStories
THE APP
EXPLORE
Real artworksby famous street artists
Digital artworksby the community
Geolocatedchallenges
September 2013 | #UrbanStories
THE APP
EXPLORE
Real artworksby famous street artists
Digital artworksby the community
Geolocatedchallenges
September 2013 | #UrbanStories
THE APP
CREATE
Sketch your ideasin your graffiti notebook
Draw on location and share your creation on the map
September 2013 | #UrbanStories
Sketch your ideasin your graffiti notebook
Draw on location and share your creation on the map
THE APP
CREATE
September 2013 | #UrbanStories
Sketch your ideasin your graffiti notebook
Draw on location and share your creation on the map
THE APP
CREATE
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
September 2013 | #UrbanStories
THE APP
PLAY
Creation challenges:creativity, imagination
Adventure challenges:curiosity, detective-like
Battle challenges:team spirit
CHALLENGES
September 2013 | #UrbanStories
THE APP
PLAY
Short stories
Anecdotes about famous artists, trends, events...
More engagement
Extra value, extra reasons to participate
STORYTELLING
September 2013 | #UrbanStories
THE APP
PLAY
Points
Badges
New tools and colorsunlocked
Invitation to the event
REWARDS
September 2013 | #UrbanStories
THE APP
PLAY
Create new artworks
Share, like user’s artworks
Win challenges
Visit real artworks
HOW TO GET POINTS
September 2013 | #UrbanStories
THE EVENTS
THE LOCATION IN PARIS
THE SEINE RIVERBANK
A new restored and public open placeFor residents and visitorsIdeal for recreational activities
September 2013 | #UrbanStories
September 2013 | #UrbanStories
THE EVENTS
THE LAUNCH EVENT
OPEN COLLABORATIVE WALL
For all skill levelsBuild an audience for the mobile game
DIGITAL TOOLS
Digital spray can and screensEasy use
September 2013 | #UrbanStories
THE EVENTS
THE LAUNCH EVENT
September 2013 | #UrbanStories
September 2013 | #UrbanStories
THE WEBSITE
ENGAGEMENT
User-generated creationsShare, comment, like, voteWatch the events live
COLLABORATIVE WALL
Most popular creations rewardedWorkshop contest
ENGAGEMENT
Know more about the projectDownload the app
PROMOTION
September 2013 | #UrbanStories
THE WEBSITE
September 2013 | #UrbanStories
THE WEBSITE
September 2013 | #UrbanStories
THE EVENTS
THE FINAL EVENT
THE WINNING TEAM
App playersWorkshop contest winners
THE LIVE PERFORMANCE
Creation of a big collaborative mural on a real wallOne-night festival
September 2013 | #UrbanStories
COMPETITORS
SOCIAL MOBILE GAMES
Draw Something
LOCATION-BASED SOCIAL
NETWORKS
Foursquare
STREET ARTMAPS
Geo Street Art
}++
September 2013 | #UrbanStories
THE AMATEUR ARTIST
25-45 years oldCreative, artist, looking for a challengeIs part of a community of experts
THE SERIAL INSTAGRAMMER
20-35 years oldDigital native, curious, globe-trotterShares, talks about its personal life
AUDIENCE
September 2013 | #UrbanStories
THE AMATEUR ARTIST
Ads in cultural magazines Posters in the streets, galleries...Guerilla advertising
THE SERIAL INSTAGRAMMER
Social networksCollaboration with influencersSharable content
COMMUNITY STRATEGY
September 2013 | #UrbanStories
COMMUNITY STRATEGY
COMMUNITY MANAGEMENT
September 2013 | #UrbanStories
COMMUNITY STRATEGY
COMMUNITY MANAGEMENT
September 2013 | #UrbanStories
COMMUNITY STRATEGY
ENGAGING PICTURES
September 2013 | #UrbanStories
COMMUNITY STRATEGY
TUMBLR AND BLOGS
September 2013 | #UrbanStories
COMMUNITY STRATEGY
MAGAZINE ADS & POSTERS
September 2013 | #UrbanStories
COMMUNITY STRATEGY
WHY OUR TARGET AUDIENCE IS SPECIAL
YOUNGTRENDY ACTIVE+ +
September 2013 | #UrbanStories
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
+
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
Brand creative tools
Brand challenges
Game awarding system
Special features
Location on the map
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
INTERNATIONAL CLIENTS
Graffiti brands
Sport & clothing brands
Music labels
Travelling companies
Magazines
Energy Drinks
...
September 2013 | #UrbanStories
ADVERTISING OPPORTUNITIES
SMALL LOCAL CLIENTS
Clubs
Bookshops
Bars
Shops
September 2013 | #UrbanStories
Municipal projects
Museums
Gallery venues
Festivals
Events
ADVERTISING OPPORTUNITIES
CULTURAL AND MUNICIPAL INSTITUTIONS
September 2013 | #UrbanStories
MILESTONES
YEAR 1
App development
Pre-launch marketing campaign
Collaboration with street artists communities
Launch the app globally1st city: Paris
Build a user community
Practice the different revenue models with our sponsors
Collaboration with festivals, cultural institutions, events, workshops
To do
September 2013 | #UrbanStories
FUNDING
134 000 €
Start-up fundings
Cooperation with Paris’ municipality
Cultural fundings
HOW MUCH
FUNDED BY
Legal status 1%
App + website development 45%
Promotion 10%
Events 16%
Team fees 28%
Funding for development and maintenance for the first year(all production costs in Paris)
(114 300 £)
September 2013 | #UrbanStories
NEXT STEPS
RESULTS AFTER YEAR 1
146k 174k
I ♥ STREET ART Street art Save My Life
894k
StreetArt in Germany
1,1m
STREET ART UTOPIA
40k+
Urban Stories
✗ 20k+ mobile users✗ User-generated content: 50k+ pieces✗ Small advertisers on the map: 2k+ venues
STREET ART COMMUNITIES ON FACEBOOK
+
September 2013 | #UrbanStories
New interactive features (app)
Expanding the team
New maps & moving events in more cities
80 000+ users
Paris London Barcelona
NEXT STEPS
YEAR 2 AND FURTHER GOALS
September 2013 | #UrbanStories
a
Pep Jové @PepJoveCompanyCéline Kniebihler @celinektwitt
Anna Raycheva
#UrbanStories
Contact:[email protected]
project by
September 2013 | #UrbanStories
EXPLORE, CREATE, PLAY
THE PROJECT
TIMELINE
BETA TEST LAUNCH
APP
WEBSITE
PROMOTION
EVENT LIVE STREAM
PROJECTLAUNCH
VOTE, SHARE, LIKE, COMMENT+ project infos
EVENT LIVE STREAM
TEASING SOCIAL MEDIA COMMUNICATION,FANS RECRUITMENT
FINAL EVENTPROMOTION
EVENT LIVE COVERAGE
EVENT LIVE COVERAGE
FINAL RESULT
WINNER TEAM ANNOUNCED
LAUNCH EVENT
FINAL EVENTWORKSHOP
REGULAR PROMOTION