ketchum pleon about heros and storytelling
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This is the Titel of your
Presentation Here is your Subtitel or Titel
Please start with a picture on the front page (fill the green area)
Workshop Nr. 3:
Wo ist eigentlich der Held?
Digital Storytelling
Referenten: Petra Sammer, David Nelles
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Brauchen auch
Sie einen
Superhelden?
Wir denken: ja!
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Erfolgreiche
Kommunikation
braucht neue Helden
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Official Press Release BMW 6 Series Coupe Concept: Fascinating vision: BMW Concept 6 Series Coupé.
The BMW Concept 6 Series Coupé is a fascinating vision that blends traditional values with innovative design language. This concept model,
unveiled for the first time at the 2010 Mondial de l’Automobile in Paris, showcases the experience the brand has acquired in more than 70 years
of building sporty and elegant coupés. It also paves the way for a new, aesthetically powerful and dynamic interpretation of this breed of vehicle.
With the BMW Concept 6 Series Coupé, the German premium carmaker is presenting a new definition of luxury-class 2+2-seater driving
enjoyment and exclusiveness.
The powerful proportions and sporty yet elegant lines of the BMW Concept 6 Series Coupé provide the perfect packaging for its dynamic
performance and personality. All the classic hallmarks of a BMW coupé are present, including the stretched bonnet, the short front overhang, a
passenger compartment set well to the rear, and a low silhouette incorporating a dynamically flowing roofline. The principal bodywork lines run
the full length of the concept model, and there is a strong sense of stylistic unity between all the different parts of the vehicle. The lines and
surfaces seem to ripple out in a dynamic, pulsating wave.
Eye-catching features of the concept model include the new LED headlights, which combine the typical BMW twin round headlight format with
innovative lighting technology. The all-LED design, featured for the first time on a BMW, produces a strikingly bright white light with very sharp
and intensive road illumination. The functionality includes Adaptive Headlights, i.e. the headlight beam follows the road at all times. The LED rings
for the daytime driving lights accentuate the characteristic, unmistakable BMW front-end styling.
The interior of the BMW Concept 6 Series Coupé conveys functionality, elegance and exclusiveness. The fluent lines and smooth transitions in
the cockpit area produce an ambience that extends to the whole interior, embracing both the front- and the rear-seat occupants. The driver-
centric interior design is typical of BMW and a hallmark of a sports coupé. Keynotes are the exceptionally stylish design in the centre console
area and, providing a further innovative touch, the freestanding 10.2-inch iDrive Control Display in the centre of the instrument panel. The concept
model is also equipped with the Head-Up Display system that offers world-beating functionality and display quality. For maximum listening quality,
the hi-fi system was designed especially for the BMW Concept 6 Series Coupé using high-quality components from Danish audio systems
specialists Bang & Olufsen.
A proud tradition: the BMW coupé.
As a byword for sporty driving enjoyment, coupé models have a special place in the history of the BMW brand. The BMW Concept 6 Series
Coupé is the latest chapter in a tradition which stretches back 70 years and is richly packed with memorable racing wins and many legendary
icons in automotive design. Milestones in this evolution include the BMW 327 and BMW 327/28 models, the racing coupés based on the BMW
328, the BMW 503, the BMW 3200 CS, the BMW 2000 CS, the large coupés based on the BMW 3.0 CSi and, from 1976 onwards, the BMW 6
Series models.
Gestern
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Heute
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Gestern
• Text
• Information
• Produkt
Heute
• Bild
• Emotion
• Story
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Storytelling:
5 Steps Model
©Ketchum
Pleon
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Roles Storyline Hooks Output Desires
Every
story needs a Reason to be told.
Every story needs one main character.
Every story starts
with a Conflict.
Every story gains Attention. Every
story deploys Viral Power.
Storytelling: 5 Steps Model (©Ketchum Pleon)
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Storytelling: 5 Steps Model ©Ketchum Pleon
He
ro
Tra
nsf
orm
atio
n
Em
otio
n
Me
dia
Me
an
ing
ful B
ran
ds
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Best Practice gefällig? Philips Wake up light
Watch a great story: http://www.youtube.com/watch?v=jMm4TXXTpIg
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Pictures are
the new
Heroes
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• 2011 wurden 10% aller Fotos
aufgenommen, seit Erfindung der
Fotographie
• Facebook: 140 Milliarden
Tumblr: 11 Milliarden
Flickr: 6 Milliarden
Instagram: 150 Millionen
• In Facebook werden Bilder 5 – 10 mal
mehr „geliked“ und geteilt als Texte und
links
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Watch great stories in pictures: www.whatmakeslovetrue.com
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Watch great stories in pictures and music: http://de.burberry.com/store/acoustic/#/acoustic
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Find your mood and your picture: http://moodstream.gettyimages.com/
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Welcome to
the
Entertainment
Business
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A new way of storytelling: http://bear71.nfb.ca/#/bear71
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Eine – eine - Hauptfigur macht den
Unterschied.
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Climax
The Bad are dead
The Good are saved Happy End
Turningpoint
1 Hero + 1 Problem
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Start of Frame
End of Frame
Story-Loop 1
Story-Loop 2
Story-Loop 3
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Moderne Geschichten durchbrechen
Muster.
Moderne Marken durchbrechen
Muster.
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New Rules of
Storytelling
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Source: http://www.slideshare.net/Method_Inc/sxsw-
brandsas-patternsfinal
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Transmedia Storytelling
Book Movie Game
Book Movie Game
The whole is only the sum of its parts.
Dissatisfying: conclusion to consuming all media.
The whole is more than the sum of its parts.
Satisfying: euphoria of collecting the pieces.
Traditional Media
Franchise
Transmedia Media
Franchise
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Transmedia Storytelling
Batman vs. Siemens /answers
Comic Movie Game The Matrix Corporate
Website
YouTube /answers
Facebook/
Watch this:
http://www.siemens.com/answers/
de/de/stories.htm#/license-hd
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story
topic
Siemens: The technology pioneer that
helps people
change their world for the better.
hero
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Der YouTube Channel Siemens \answers ist
„Hauptmedium“ der Dachmarke und präsentiert 20
Filme (Planung 36 bis Ende 2012)
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Transmedia Storytelling
Corporate
Contextualization
Story Community
Contextualization
Corporate Webpagwe tells technical contextualized story:
What is the technical innovation behind the story?
> technical innovation perspective
Dialog and Community Media like Facebook picks up the story on more broader level and embracing third party content > what is you personal effect (gamification) / twitter to drive traffic
Youtube is story host:
• How does Bosch
technology support mankind?
> global perspective
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Best Case Transmedia Storytelling (1)
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Best Case Transmedia Storytelling (2)
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Best Case Transmedia Storytelling (1)
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Best Case Transmedia Storytelling (2)
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“Die Zukunft der Medien ist
multiperspektivisch. Geschichten
werden in Zukunft nicht mehr von
einem Autor in einem Ursprungsmedium
erzählt und dann in den anderen
wiederholt, sondern simultan von vielen
in allen Formaten weitererzählt:
Transmediales Erzählen.” (TrendUpdate 12/2011)
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Wo sind die Helden?
David Nelles, Senor Social Media Strategist
#digital #conqueror #strategist
#enabler #conversationalist
#crossmedia #web1.0
#corporate
Petra Sammer, Partner | Chief Creative Officer
twitter.com/PetraSammer
www.kreativ-
block.blogspot.com
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