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Commonly Made Mistakes11.04.11

ELIZABETH KIEHNER@KIEHNER

A good producer can produce interactive even with no experience if they have the right people on the project.

THE ESSENTIAL DO: CHANGE YOUR MENTALITY

Develop a custom mindset. You are inventing on the fly and your tools and technology are constantly changing.

Not linear. Not finite.

This is not build it and they will come. Think about syndication and PR strategy.

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http://new.muckrack.com/

http://new.muckrack.com/

New vocabulary: Platform, program, system

vs. campaign.

Replace pre-pro meetings with Plan of Attack meetings. Replace Deadlines with Milestones.

The broadcast producer is not always the lead producer.

Uncover what is motivating launch dates.

Be very iterative. Meet often.

• Do: impeccable documentation.

• Do: build early prototypes for complex projects.

• Do: ask does design lead or development lead?

• Do: Be happy when vendors ask a lot of questions. Most of them should ask more.

• Do: shadow someone for your first couple projects.

• Do: break down walls and collaborate.

• Don’t: hire one or two digital gurus and expect your problems to be solved.

DO’S AND DON’TS

Actually more Do’s and One Don’t

•If you plan any sort of integration between your TV campaign and your website, be aware this could make timing longer. Invite your interactive team to attend the shoot for print or broadcast, or they may need to have their own shoot.

•Do not forget Quality Assurance (QA) testing.

WE’RE NOT DONE YET

Don’t: Treat your interactive timeline like your broadcast one

This is one of the most common pitfalls of an interactive project. It’s vitally important that both parties understand exactly what is included in the scope so always create a SOW document.

Spell out your deliverables and assumptions.

If you have a specific budget allocated for the project – an exact dollar amount you can’t go over, be honest about this with your vendor, and let them take the reigns on what can and can’t be accomplished and how to break it down.

MORE DO’S AND DON’TS

Do: Be aware of scope creep

This is the primary killer of good projects. It is amazing how often timelines are blown before they get off the ground because we can’t get final copy from an agency, or they never send over a CAD file we desperately need. If there’s one place you want to expend the bulk of your energy as a producer, here you go.

Asset Management!

Deliver a production checklist or inventory list in an organized manner.


Don’t be slack at delivering assets to your vendor.

There are some types of calls that a producer can skip, but if you’re not of that persuasion, it’s recommended to remember that your role is a facilitator. Listen in to the call, answer questions about things you know about, and let them work it out.

Ask for a summary in email at the end. Do not try and relay technical information from one party to another.


Don’t be a control freak.

A producer pretending they grasp complex technical processes that he doesn’t is a dangerous thing.


Don’t pretend to understand the technology if you don’t.

There has to be a compelling reason for the user to send around a link or a site. That must equate to something really amazing or on the pulse of pop culture in a way that hits a vein that sets your project on fire.

www.renegademedia.net


Don’t try to make a viral.

http://www.renegademedia.net/

http://www.renegademedia.net/

It is vitally important that if a site is even potentially destined for translation into another language that this is known up front.

Translation preparation is very easy to do on a site as it’s being built. Retrofitting a site to make it ready for translation later, however, is a time-consuming and expensive process.


Don’t Get Lost in Translation.

ASAP is good for initial conversations, but who doesn’t need work produced ASAP these days. Be the rational voice of reason.


Don’t Hide Behind ASAP.

Working With Vendors11.04.11

• Interactive production companies are often involved in concept development.

• Bidding on brief vs. bidding on treatment.

• Post launch hours needed for testing, fixing bugs that pop up, and site traffic reporting.

• Extra producer costs to document and properly archive source files, specs, and admin data.

WORKING WITH VENDORS

Bidding and running RFPs

Statement of Work V0.1 Application Name 2

!!

1. Table of Contents

2. Project Overview ............................................................................................ 3 2.1 Introduction ................................................................................................... 3 2.2 Demographic Research ............................................................................... 3 2.3 Assumptions & Dependencies..................................................................... 3

! 2.4 Core Feature Set .......................................................................................... 4 2.5 Functionality Support Matrix ....................................................................... 4

3. Product Requirements.................................................................................... 6 3.1 User-Facing Functionality ............................................................................. 6 3.2 Infrastructure.................................................................................................. 6

4. Distribution....................................................................................................... 7 4.1 Global Support Matrix................................................................................... 7

5. Delivery Schedule .......................................................................................... 8 7.1 Schedule ........................................................................................................ 8

8. Legal Contract ................................................................................................ 9

APPENDIX........................................................................................................... 12!


2. Project Overview 2.1 Introduction

Fisker Automotive has created the world’s first luxury plug-in hybrid electric vehicle. The company is participating in a trade show at the end of June 2011. There will be a large HD monitor at the trade show booth to display videos to attract potential buyers. Fisker wants to make this experience more interactive. A custom iPad app will be developed to take the place of a traditional kiosk and control the HD monitor from an iPad. The user can navigate to videos from within the app and the video will be played on HD monitors. The Fisker app will act as a remote control and will allow the user to scan a QR code and/or leave their e-mail address to receive Fisker updates.

2.2 Target Audience

Target Description

Age 18-50

Target User Trade Show Attendees

Brand/Segment Automotive

2.3 Assumptions & Dependencies

!!!!!! !2.3.1 Grapple Delivery Commitments!!

• Project Planning • Wireframing and Mock ups consulting on iPad devices • App build & optimisation • Testing on all supported devices • A customized database and CMS to manage and serve videos to

HD monitors

! 2.3.2 Client Delivery Commitments!! • All assets for application branding • All content (videos, data, pictures, audio) beyond the above provided by

Grapple • All final wireframes and mock-ups with the below specifications:

o iPad 2 screen designed to 1024 x 768 at 132 ppi o Mock-ups in PSD format o Layered and ensuring all artwork (except images) are editable (i.e

vectors and NOT flattened) o Active states need to be provided in mock-ups (can be hidden layers)


o Any interaction design present in notes o All fonts used provided TTF format

• Access to server that will host the customized database and CMS

2.4 Core Functionality Set

Function Name Brief Description Interactive Navigation The user will interact with a 3D model of a

Fisker car that can be rotated 360°. ‘Hot Spots’ on the car will serve as links to the 4 HD video ‘chapters’ that contain more information about the car.

Kiosk Remote Control After the user chooses a ‘Hot Spot,’ the app will communicate over the air (OTA) via an adhoc wi-fi connection to play back videos on the HD monitors.

In-Chapter Controls As videos are being played on HD monitor, the user will be able to control the video playback with play, pause, rewind, & fast-forward controls.

Sharing E-mail When the user enters e-mail, the app will send an e-mail created by Client.

360° Image Control User will be able to rotate vehicle image across 1 axis. One image is needed for every 5.6 degrees of rotation

Redundancy Plan Multiple iPads will have the app loaded, but only one iPad at a time can control the monitor.

Custom Database & CMS A database will be created to store chapter videos.

2.5 Functionality by Device Supported Matrix

Interactive Navigation

Kiosk Remote Control

In-Chapter Controls

Sharing

E-mail

360° Image Control

iPad/Tablet

Redundancy Plan Custom

Database & CMS QR Sharing

iPad/Tablet

2.5.1 Firmware Support !

Platform Firmware Version Tablet

iOS N/A 4.0x


3. Product Requirements

3.1 User-Facing Features

ID Feature Name Description

3.1.1 360° Image User will be able to rotate vehicle image across 1 axis. One image is needed for every 5.6 degrees of rotation

3.2.1 Hot Spot Buttons ‘Hot Spots’ on the car will serve as links to the 4 HD video ‘chapters’ that contain more information about the car.

After the user chooses a ‘Hot Spot,’ the app will communicate OTA via an adhoc wi-fi connection to play back videos on the HD monitors.

3.2.2 Videos (aka. Chapters) Using the navigation above user can watch one of four videos. Videos will be labelled Chapter 1-4.

3.2.3 More Info This section will display text instructions on how to use app

3.2.4 In-Chapter Controls As videos are being played on HD monitor, the user will be able to control the video playback with play, pause, rewind, & fast-forward controls.

3.2.5 QR Sharing QR code will be displayed for user to scan

with into their mobile phones. Client will provide a URL to be associated with the QR code.

3.2 Infrastructure

ID Feature Name Description Owner

3.2.1 CMS Database A database will be created to store and serve videos to HD monitors.

Grapple

3.2.2 Server Box A Wi-fi enabled server with DVI outputs will be made available to take commands from the iPad app. The server will output videos to HD monitors.

Client


APPENDIX

Definitions, Acronyms and Abbreviations

Name Definition

SOW Statement of Work iOS Apple’s mobile operating system UAT User Acceptance Testing OTA Over the Air

Full List of Supported Devices

!"#$%& & & &

Fisker Kiosk: App + Server Mapping


Fisker Kiosk: Home Screen Navigation

make images bleed if possible

• Always get an NDA signed.

• Don't expect vendors to start work without a contract.

• Include a termination or kill fee.

• Liability: open source code, stock photos, music license, etc...

• Be clear about what you are asking for such as:

• Source code, project files, 3D models, etc..

• All agencies should have a standard contract for digital projects.

• Run all contracts through chief legal council or business affairs.


Let’s talk contracts next.

• What is the design process? Who are the team members, roles and responsibilities?

• What design assets already exist? What elements will need to be created?

• Will we be tweaking designs provided or building the site as is?

• Can we get access to the servers?

• When will we see media buy and banner specs?

• Most shops have contracts that limit the number of revisions that are included in the bid and SOW.


Common questions they might ask you.

• Soft launches are good. Launches where 2 million people are hitting ‘refresh’ waiting for your site to go live are incredibly nerve-wracking experiences for you and your client.

•NEVER launch on a Friday.

SOFT LAUNCH

Another mentality change.

• If you are shooting with a file-based camera (P2, RED, Phantom, Viper, Alexa) have you budgeted for transcoding?

• Have you budgeted for backing up the files in triplicate?

• Will the production company backup the media files in case of corruption?

• What is the plan for archiving the original digital footage?

• How many hours of footage do you intend to shoot?

• How will you handle sound? Record in camera? Separate recording device?

• Do you understand formats, codecs and so forth?

SHOOTING DIGITAL CONTENT

Questions to ask your production company early on.

• Is your client savvy at reviewing digital work?

• Do they have a firewall?

• Is your client international with old equipment or using an old browser?

• Mac vs. PC. 90% of the world is on windows. Try using: http://www.parallels.com/

• Chrome vs. IE6. Asia using IE6.

CLIENT PRESENTATIONS

Things to keep in mind at the agency and especially with your account people.

http://www.parallels.com

http://www.parallels.com

THANKS!