Best Practices inBest Practices inTransmediaTransmedia

EntertainmentEntertainmentChristy DenaChristy Dena

ABC LAMP, 2005ABC LAMP, 2005

Why do Why do TransmediaTransmedia?? No Choice: audiences are doing it alreadyNo Choice: audiences are doing it already

Pervasiveness: surround your audience with platforms & devices,Pervasiveness: surround your audience with platforms & devices,over different timesover different times

Penetration: reach all target groups in one householdPenetration: reach all target groups in one household

Personalisation: allow each to follow through with their preferredPersonalisation: allow each to follow through with their preferredmedia, type of entertainment, at the time they want itmedia, type of entertainment, at the time they want it

DoubleClickDoubleClick, Nielsen//, Nielsen//NetRatingsNetRatings, IMS, IMS report that consumers are report that consumers arebetter reached with campaigns distributed across media (Various,better reached with campaigns distributed across media (Various,2003)2003)

[Adapted from Wilfried RundeWilfried Runde, , Deutche WelleDeutche Welle]]

What has come beforeWhat has come before……

The Blair Witch ProjectThe Blair Witch Project Written & Directed by Written & Directed by Daniel Myrick andDaniel Myrick and

Eduardo SEduardo Sááncheznchez Began marketing 2 years before film releaseBegan marketing 2 years before film release 1997: Discussed film in film buff and horror1997: Discussed film in film buff and horror

fans magazinesfans magazines 1998: Launched website:1998: Launched website:

Presents the events of the film as realPresents the events of the film as realoccurrencesoccurrences

Includes bios of the charactersIncludes bios of the characters History of the Blair WitchHistory of the Blair Witch News clips about the disappearancesNews clips about the disappearances Interviews with relativesInterviews with relatives Excerpts from Heather's journalExcerpts from Heather's journal Information about the police investigation [Information about the police investigation [JBJB]]

Put up Put up ““missingmissing”” posters of actors at posters of actors atSundance Film FestivalSundance Film Festival

1999: First trailer on Ain1999: First trailer on Ain’’t It Cool News (April)t It Cool News (April) Listed three main actors as "missing,Listed three main actors as "missing,

presumed dead" on the presumed dead" on the IMDbIMDb..

Blair Witch: LessonsBlair Witch: Lessons Target niche audiences first;Target niche audiences first; Niche audiences targeted for Niche audiences targeted for ““rippled effectrippled effect””::

Internet JunkiesInternet Junkies Hardcore Movie BuffsHardcore Movie Buffs Art House Movie GoersArt House Movie Goers

Add traditional marketing techniques after launch to captureAdd traditional marketing techniques after launch to capturemainstream (whilst still addressing niche audiences);mainstream (whilst still addressing niche audiences);

All marketing All marketing ““in-gamein-game””/within /within storyworldstoryworld;; Website:Website:

In-gameIn-game Range of media (text, video, stills, audio)Range of media (text, video, stills, audio) Bite-sized contentBite-sized content Leads into movie time Leads into movie time [[miramontes miramontes immersion museum]immersion museum]

Artisan limited distribution to first 3 weeks;Artisan limited distribution to first 3 weeks;

[Adapted fromAlex Wipperfürth]

Blair Witch: ROIBlair Witch: ROI Film cost $22,000 to makeFilm cost $22,000 to make Made back $240.5 millionMade back $240.5 million In In Guinness Book Of World RecordsGuinness Book Of World Records

for for ““Top Budget: Box Office RatioTop Budget: Box Office Ratio””[[imdbimdb]]

Won over 9 AwardsWon over 9 Awards Nominated for 12 AwardsNominated for 12 Awards

Guess what the filmmakersGuess what the filmmakersare working on noware working on now……

Alternate Reality GamesAlternate Reality Games((ARGsARGs))

The Beast, The Beast, Microsoft & Microsoft & DreamworksDreamworks, 2001, 2001

Set 40 years after the movie time;Set 40 years after the movie time; Websites, faxes, emails, phone callsWebsites, faxes, emails, phone calls…… Described Described by by Internet Life magazineInternet Life magazine as the as the

‘‘Citizen Kane of online entertainmentCitizen Kane of online entertainment’’ [Stewart] [Stewart] Played by over 3 million people (evenly male andPlayed by over 3 million people (evenly male and

female) all over the world;female) all over the world; With With ‘‘well over 300 million impressions throughwell over 300 million impressions through

coverage in mainstream media such [as] coverage in mainstream media such [as] TimeTimeMagazineMagazine, , CNNCNN, and , and USA TodayUSA Today, as well as from, as well as fromniche outlets such as niche outlets such as Slashdot,Slashdot, WiredWired, and , and Ain't Ain't ititCool NewsCool News’’ [4orty 2wo Entertainment] [4orty 2wo Entertainment]

Awards:Awards: Best Idea (New York Times Magazine)Best Idea (New York Times Magazine) Best Website (Entertainment Weekly)Best Website (Entertainment Weekly) Best Advertising Campaign (Time Magazine)Best Advertising Campaign (Time Magazine)

I Love BeesI Love Bees Over 3mill players worldwide,Over 3mill players worldwide,

evenly male and femaleevenly male and female 100,000 page views of a forum100,000 page views of a forum

page 36 hours after first phonepage 36 hours after first phonecall event call event [[Miramontes Miramontes Immersion MuseumImmersion Museum]]

Sales of 2.38 million units forSales of 2.38 million units forthe game in the 24 hours sincethe game in the 24 hours sinceit went on sale in the Unitedit went on sale in the UnitedStates and Canada at 12:01States and Canada at 12:01a.m = $125milla.m = $125mill

Holds the record for biggestHolds the record for biggestopening weekend box officeopening weekend box officetake (above Spider Man)take (above Spider Man)

AwardsAwards Best Games-Related Site,Best Games-Related Site,

Webby AwardWebby Award, 2005, 2005 Innovation Award, Innovation Award, GameGame

Develops Choice AwardsDevelops Choice Awards,,20052005

Art of the H3istArt of the H3ist

McKinney-Silver Report

Art of the HeistArt of the Heist AwardsAwards

Gold for New Product LaunchGold for New Product Launch, IAB/, IAB/AdWeekAdWeekMixx Mixx Conference, 2005Conference, 2005

Gold for Online IntegrationGold for Online Integration, IAB/, IAB/AdWeek MixxAdWeek MixxConference, 2005Conference, 2005

Silver for Viral/Word of MouthSilver for Viral/Word of Mouth, IAB/, IAB/AdWeekAdWeekMixx Mixx Conference, 2005Conference, 2005

Best in Show AwardBest in Show Award, IAB/, IAB/AdWeek MixxAdWeek MixxConference, 2005Conference, 2005

Art of the H3ist Dissection: LaunchArt of the H3ist Dissection: Launch

Day One16 March

D2 Day Ten25

March

D3 D4 D5 D6 D7 D8 D11D9 D12 D13 Day 14 29

March

D15 D16 Day 17April 1st

D18 D19 Day 20April 4

Stor

ywor

ldG

amep

lay

Met

a

OfficialLaunch

Break-invideo

Auto ShowIn-gameAds

Storysites

Forums,Trail, Guide,Wikis, Blogs,RSS Feeds

ARGNannounce

Print Ads in: Wired, Esquire,Robb Report, USA Today,The New Yorker…

Blogs: Kuro5hin, MetaFilter,GearLive, Museum of HoaxesPortaGame hughhewitt.com,dailykos, lockergnome, TheNew Yorker Times...

Day 22April 6

Stolen A3 Blog

Art of the H3ist Dissection > Art of the H3ist Dissection > POEsPOEs

RabbitHole

Hardcore ARGplayers

Blogs: Kuro5hin,MetaFilter, GearLive,Museum of HoaxesPortaGamehughhewitt.com,dailykos,lockergnome, TheNew Yorker Times...

Print Ads in: Wired,Esquire, Robb Report,USA Today, The NewYorker…

NYC InternationalAutoShow

Atom Films,iFilm

Pivot Point

51%

AudiUSA.commicrosite

Stolen A3BlogNisha Roberts

movie

Trigger Point

Art of the H3ist > LessonsArt of the H3ist > Lessons Continually create components that refer newContinually create components that refer new

audiences to your Rabbit Hole;audiences to your Rabbit Hole; Your Rabbit Hole needs to persist in this role;Your Rabbit Hole needs to persist in this role; Have a pivot point & guide to the unfoldingHave a pivot point & guide to the unfolding

experience;experience; Use hardcore players as characters;Use hardcore players as characters; Target & address hardcore (1%) & casualTarget & address hardcore (1%) & casual

players;players; Mix up using everyday devices, Mix up using everyday devices, immersive immersive playplay

and linear narrative;and linear narrative; Use a real-world performance ending.Use a real-world performance ending.

Transmedia Transmedia DesignDesign Participatory DesignParticipatory Design Trigger PointTrigger Point Rabbit HoleRabbit Hole Multi-audience targetingMulti-audience targeting Pivot PointPivot Point Distributing NarrativeDistributing Narrative CTAsCTAs ClosureClosure

Participatory DesignParticipatory Design Participatory design approaches provideParticipatory design approaches provide

opportunities to involve possible users andopportunities to involve possible users andstakeholders in the design and development ofstakeholders in the design and development ofnew technologynew technology, or service in a known brand, or service in a known brand.. The GoodThe Good

Peter JacksonPeter Jackson Star Trek MMOPGStar Trek MMOPG Train GameTrain Game

The BadThe Bad George LucasGeorge Lucas

Participatory Adaptation: Star WarsParticipatory Adaptation: Star Wars

Star Trek Online, Perpetual Entertainment

Sept 2005: Star Trek Online (MMOG) contractedNielson Entertainment

Participatory DesignParticipatory Design Pos: Creates a fan-base;Pos: Creates a fan-base; Pos: Provides design guidance;Pos: Provides design guidance; Pos: Assists in understanding essence ofPos: Assists in understanding essence of

property;property; Neg: costs money;Neg: costs money;

Need to control input;Need to control input; Need to set an end-point.Need to set an end-point.

YouYou’’re in a better positionre in a better position DonDon’’t have to work off what has alreadyt have to work off what has already

been created;been created; Better design because you decide whichBetter design because you decide which

part of the story is best delivered in whatpart of the story is best delivered in whatplatform, at what time, in what mode;platform, at what time, in what mode;

How do you create something that isHow do you create something that istransmedialtransmedial??

Transmedial Transmedial Worlds (TMW)Worlds (TMW) Qualities of a transmedial world:

Establishing events and characters Star Wars: Death Star, Rebel Alliance, Luke and Darth Vader; Kath & Kim; Sandra Sully and September 11;

Historical period (set in the future, past, long time ago, alwaysNOW);

Detailed geography (eg: can be the country, town, landscape orbranding);

Rules & systems for successful interaction: the physics of theworld

Flying warriors in Crouching Tiger, Hidden Dragon; Slashdot with the active opinion community and acronyms

Behaviour in the world Lock Stock & Two Smoking Barrels clumsy selfish violence forum rules

Adapted from Klastrup & Tosca

Teasers > Trigger PointsTeasers > Trigger Points Teasers have traditionally givenTeasers have traditionally given

information about an upcoming event butinformation about an upcoming event butwith no CTA.with no CTA.

A Trigger Point motivates the audience toA Trigger Point motivates the audience tofollow up on the teaser information.follow up on the teaser information.

A Trigger Point usually refers the audienceA Trigger Point usually refers the audienceto the Rabbit Hole.to the Rabbit Hole.

There can be a Rabbit Hole without aThere can be a Rabbit Hole without aTrigger Point.Trigger Point.

Rabbit HoleRabbit Hole Sets the foundation of the world and theSets the foundation of the world and the

experienceexperience Use linear mediaUse linear media Tells the storyTells the story HookHook StickinessStickiness Creeps into our livesCreeps into our lives Has CTAHas CTA

Rabbit HoleRabbit Hole

Orbital ColonyOrbital Colony 21 months of planning21 months of planning 15 months of speculation15 months of speculation Launched 16Launched 16thth Nov 2005 Nov 2005

Look at the trailer:Look at the trailer: What are the hook techniques?What are the hook techniques? What emotions are they trying to evoke?What emotions are they trying to evoke? What is the information youWhat is the information you’’ve being given?ve being given? What is it youWhat is it you’’re being asked to do?re being asked to do? Are you told how to act?Are you told how to act? Will you do it?Will you do it?

Look at the trailer:Look at the trailer: What are the hook techniques?What are the hook techniques? What emotions are they trying to evoke?What emotions are they trying to evoke? What is the information youWhat is the information you’’ve being given?ve being given? What is it youWhat is it you’’re being asked to do?re being asked to do? Are you told how to act?Are you told how to act? Will you do it?Will you do it?

Narrative ToolkitNarrative Toolkit

Follow onDiff POV

SecondaryCharacter

Sub-plot

Backstory

Possible Worlds

Detail

Meta

Distributed NarrativeDistributed Narrative Eg:Eg:

The Beast (40 years)The Beast (40 years) 24: Conspiracy24: Conspiracy BuffyBuffy The MatrixThe Matrix AliasAlias Homicide: Life on the StreetsHomicide: Life on the Streets NewspapersNewspapers

Buffy the Vampire SlayerBuffy the Vampire Slayer

24 : TV Show & 24 : TV Show & MobisodeMobisode

• Nominated for ‘Mobile Innovation Award’ inthe 2005 MEF Mobile Entertainment Awards

24: TV Show & Game24: TV Show & Game Answers questionsAnswers questions

and bridge gapsand bridge gapsbetween Season 2between Season 2and 3and 3

Written by showWritten by show’’sswriterswriters

Fully licensed: allFully licensed: allcharacters of TVcharacters of TVShow & their voicesShow & their voices

Backstory Backstory of Adamof AdamKaufman and ChloeKaufman and Chloe

The MatrixThe Matrix

How Niobe’s team cutthe power grid is inEnter the Matrix

The MatrixThe Matrix

How Niobe’s team cutthe power grid is inEnter the Matrix

Alias TV show & gameAlias TV show & game

The TV script writers worked with gameThe TV script writers worked with gamedesigners in creating the script,designers in creating the script,

TV script writers tweaked the dialogueTV script writers tweaked the dialogue Put characters from TV series into gamePut characters from TV series into game Characters from game have been workedCharacters from game have been worked

into TV series.into TV series. ““ To me Alias Game is not just a game of To me Alias Game is not just a game of

the series, it is part of the series now.the series, it is part of the series now.””Brand ProducerBrand Producer

Distributed NarrativeDistributed Narrative

Homicide.comHomicide.com((epep. 113). 113)Aired 5Aired 5thth Feb, 1999, Feb, 1999,NBCNBC

www.inplainsite.com,Apr 27, 1999,

Internet Archive

Homicide:Second Shift3rd, 4th & 11th Feb, 1999

http: //www.nbc.com/homicide

The Homicide crossover is anothermilestone in showing "that we can reallyexpand the horizons of what's possible,"Tom Hjelm says. "The end game? In my

perfect world, every show would haveproducers from the online side sitting

down at the same table with the rest ofthe creative team. Interactive elementsshould be built into every show we do."Wired News

A Non-Fiction ExampleA Non-Fiction Example

NewspapersNewspapers World Editor andWorld Editor and Marketeer Marketeer Conference and Expo:Conference and Expo:

““The papers have introduced numerous URLs in the printThe papers have introduced numerous URLs in the printedition and moved most financial statistics online to makeedition and moved most financial statistics online to makeroom for more storytelling in the paper.room for more storytelling in the paper.””

The Wall Street Journal EuropeThe Wall Street Journal Europe:: "You can use print to promote the online benefits, but you"You can use print to promote the online benefits, but you

can use online to provide a lot of the print benefits as well. Bycan use online to provide a lot of the print benefits as well. Byputting a lot of statistics online, we have more room in theputting a lot of statistics online, we have more room in thecompact -- there are six to eight more stories in the compactcompact -- there are six to eight more stories in the compactedition than we had in the broadsheet."edition than we had in the broadsheet."

CTAs CTAs (Call to Action)(Call to Action) CTA: presenter based, visual, unintended!CTA: presenter based, visual, unintended! Remember to:Remember to:

Acknowledge: the activity to move btw yourAcknowledge: the activity to move btw yourcomponentscomponents

Reward: staying there (continually) and skillReward: staying there (continually) and skill

Call to Action (CTA)Call to Action (CTA)

Archeron

Targeting Audience SegmentsTargeting Audience Segments

MediaCrunchers MediaCrunchers & & MediaCruisersMediaCruisers Males & FemalesMales & Females Hardcore & Casual GamersHardcore & Casual Gamers Age;Age; Technological capabilities (dial-up orTechnological capabilities (dial-up or

Broadband);Broadband); Region (language & multiple release);Region (language & multiple release);

MediaCrunchersMediaCrunchers Perceive the story first, media secondPerceive the story first, media second Investigate, interrogate, not receiveInvestigate, interrogate, not receive See all references to other media as See all references to other media as CTAsCTAs Assume the Assume the storyworld storyworld is spread over mediais spread over media Assume that youAssume that you’’re an expertre an expert Assume that theyAssume that they’’re working with youre working with you Are part of your Are part of your storyworldstoryworld, generating content,, generating content,

playing rolesplaying roles Are your press agentsAre your press agents

Multi-Audience Targeting:Multi-Audience Targeting:Crunchers Crunchers & Cruisers& Cruisers

Examples of the Examples of the MediaCrunchersMediaCrunchers 24 TV Show24 TV Show

Mobile phone of a character rang inMobile phone of a character rang in ep ep 5 of season 4. The5 of season 4. Thenumber was shown. As soon as the episode concluded fansnumber was shown. As soon as the episode concluded fansrang the number. Over 80,000 calls were made to the phonerang the number. Over 80,000 calls were made to the phoneduring the first week after the episode was aired. [during the first week after the episode was aired. [WikipediaWikipedia]]

Criminal Intent TV ShowCriminal Intent TV Show To advertise an upcoming show, a commercial was airedTo advertise an upcoming show, a commercial was aired

with people in a car stuck on train tracks. The TVC endedwith people in a car stuck on train tracks. The TVC endedwith the URL: with the URL: www.www.doyouwanttodiedoyouwanttodie.com.com. The site provided. The site providedno information and did not change before, during or after theno information and did not change before, during or after theepisode was broadcast. I received over 10 hits a day to myepisode was broadcast. I received over 10 hits a day to mypersonal website, from people searching to find out more.personal website, from people searching to find out more.

Targeting Audiences:Targeting Audiences:Acknowledging Acknowledging CrunchersCrunchers/or/or

FansFans LostLost TV show TV show

Embedded clues that need Embedded clues that need DVRs DVRs to unlock.to unlock. 2nd season: 2nd season: ‘‘acknowledgments that many are watching withacknowledgments that many are watching with

DVR remotes at the ready, prepared to rewind, freeze-frame,DVR remotes at the ready, prepared to rewind, freeze-frame,and and sloslo-mo to hone in on possible clues. The rewards for-mo to hone in on possible clues. The rewards forsuch intensity include the tattooed sharksuch intensity include the tattooed shark’’. . [Boston Globe][Boston Globe]

Writers dropping clues through press articles.Writers dropping clues through press articles. Hint about how a certain book, Hint about how a certain book, The Third PolicemanThe Third Policeman,, will help will help

unlock clues.unlock clues. Sales of book doubled in one month after the article. TheySales of book doubled in one month after the article. They

sold 15,000 since 21st Sept, when previously 14,800 hadsold 15,000 since 21st Sept, when previously 14,800 hadbeen sold since published in 1999. been sold since published in 1999. [Chad Post, [Chad Post, Dalkey Dalkey Press]Press]

Multi-audience Targeting:Multi-audience Targeting:FemalesFemales

ARGers ARGers evenly male and female, theevenly male and female, thereason:reason:

Strong StoryStrong Story Strong Female CharactersStrong Female Characters Female DevelopersFemale Developers Vibrant CommunitiesVibrant Communities Accessible Game MechanicsAccessible Game Mechanics

[[Andrea Phillips, Andrea Phillips, GamasutraGamasutra, 2005, 2005]]

Multi-Audience Targeting:Multi-Audience Targeting:ARGers ARGers & General Audiences& General Audiences

Perplex CityPerplex City Attract generalAttract general

audience with aaudience with a$200,000 prize, a$200,000 prize, a““head-line makerhead-line maker””

Attract Attract ARGers ARGers withwith““abstract tasksabstract tasks””

Multi-Audience Targeting:Multi-Audience Targeting:ARGers ARGers & General Audiences& General Audiences

Perplex CityPerplex City CardsCards

Success of CardSuccess of Cardmechanic:mechanic:

can be stand-alonecan be stand-aloneproductproduct

Word-of-mouth withWord-of-mouth withcard games (card games (JosephJosephJaffeJaffe’’s s ‘‘word-of-word-of-mousemouse’’))

Real-world andReal-world andInternetInternet

Engaging withEngaging withstrangersstrangers

Cards are portableCards are portable Make puzzles coolMake puzzles cool

(intelligence held high(intelligence held high= = social status)social status)

Pivot PointPivot PointMatrix films• Pos: strong narrativebackbone• Pos: Penetration tomass audiences• Neg: No CTAs• Neg: Not updatable• Analogy: site map

Closure: FinaleClosure: Finale Need personal and dramatic conclusion thatNeed personal and dramatic conclusion that

culminates fictional world and social world of theculminates fictional world and social world of theexperience.experience. Best:Best:

Real WorldReal World SocialSocial Answers questionsAnswers questions

EgsEgs:: Art of the Heist real world finaleArt of the Heist real world finale I Love Bees real world finale of players able to playI Love Bees real world finale of players able to play

Xbox360 before the official launch (referral to nextXbox360 before the official launch (referral to nextcomponent)component)

Big Brother, Pop Idol grand finale.Big Brother, Pop Idol grand finale.

Now? > Find your EssenceNow? > Find your Essence Understand the essence of your propertyUnderstand the essence of your property

What are you establishing events and characters?What are you establishing events and characters? What is your historical period (set in the future, past,What is your historical period (set in the future, past,

long time ago, always NOW);long time ago, always NOW); Detail your geography (Detail your geography (egeg: can be the country, town,: can be the country, town,

landscape or branding);landscape or branding); What are the physics of your world?What are the physics of your world? How do people behave in your world?How do people behave in your world? If someone was going to adapt it, what would be itsIf someone was going to adapt it, what would be its

unique qualities?unique qualities?