top 5 best practices in transmedia storytelling

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Best Practice in Creating Transmedia Entertainment Sao Paulo, Brazil Sept 29 th 2012 Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten

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Presentation to the Forum Transmidia, Sao Paulo, Brazil. Covers Robert Pratten's top 5 best practices in transmedia storytelling.

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Page 1: Top 5 Best Practices in Transmedia Storytelling

Best Practice in Creating Transmedia Entertainment

Sao Paulo, Brazil Sept 29th 2012

Robert Pratten CEO & Founder, Transmedia Storyteller Ltd

@robpratten

Page 2: Top 5 Best Practices in Transmedia Storytelling

Transmedia Storyteller Ltd “be remarkable”

Page 3: Top 5 Best Practices in Transmedia Storytelling

Transmedia’s Top 5 Best Practice

Page 4: Top 5 Best Practices in Transmedia Storytelling

Best Practice in Transmedia Entertainment & Marketing

• Plan for DISCOVERABILITY

• Plan for RETENTION

• Ignite the CORE

• Plan for PARTICIPATION

• Satisfy a range of APPETITES

Page 5: Top 5 Best Practices in Transmedia Storytelling

Bake in Discoverability

Page 6: Top 5 Best Practices in Transmedia Storytelling

App for discovery?

Units released in 2011

Movies (US Theatrical)

iOS apps (App Store)

300,000

600

Page 7: Top 5 Best Practices in Transmedia Storytelling

Discoverability

• Be remarkable – relevant

– resonant

– right production value

• Be spreadable – empower advocates

– free, giftable

Page 8: Top 5 Best Practices in Transmedia Storytelling

Tell stories on social media

Page 9: Top 5 Best Practices in Transmedia Storytelling

Facebook discoverability

Page 10: Top 5 Best Practices in Transmedia Storytelling

Incit

Incitement Bristol,UK 2012; by splash & ripple

Be surprising, playful and live?

Page 11: Top 5 Best Practices in Transmedia Storytelling

Be Sticky

Page 12: Top 5 Best Practices in Transmedia Storytelling

Audience types

Page 13: Top 5 Best Practices in Transmedia Storytelling

TV/Web Series + Open Storyworld

EPISODIC Video

AUDIENCE-DRIVEN PARTICIPATION on SOCIAL MEDIA

Page 14: Top 5 Best Practices in Transmedia Storytelling

Facebook + TV/Web series Fly Apples Tony Car

Tony

Car

Fly

Old

Brian Richard

Episode 1 : Funeral Episode 2 : Mother’s Day

Script

Page 15: Top 5 Best Practices in Transmedia Storytelling

Ignite the core

Page 16: Top 5 Best Practices in Transmedia Storytelling

Empower advocates

Page 17: Top 5 Best Practices in Transmedia Storytelling
Page 18: Top 5 Best Practices in Transmedia Storytelling

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

Page 19: Top 5 Best Practices in Transmedia Storytelling

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.

Page 20: Top 5 Best Practices in Transmedia Storytelling

Sales vs Social Media (Lowlifes)

Tipping point

Page 21: Top 5 Best Practices in Transmedia Storytelling

“Big on Facebook/Twitter/LinkedIn”

Page 23: Top 5 Best Practices in Transmedia Storytelling

Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/

Plan for Participation

Page 24: Top 5 Best Practices in Transmedia Storytelling

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

Page 25: Top 5 Best Practices in Transmedia Storytelling

Satisfy all Appetites

Page 26: Top 5 Best Practices in Transmedia Storytelling

For the commute to work

Before that night’s show

The TV show

After the show Something for the weekend

The Walking Dead – from snack to feast

Page 27: Top 5 Best Practices in Transmedia Storytelling

The Roswell Experience Find GPS coordinates of alien landing. Daily question emailed to subscribers for 14 days. Answers unlocked via check-in at local stores and points-of-interest

Page 28: Top 5 Best Practices in Transmedia Storytelling

Needs deep dive

Snack

Feast

Page 29: Top 5 Best Practices in Transmedia Storytelling

Alien casual game

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

Text ALIEN TEST to (575) 208 5005

Page 30: Top 5 Best Practices in Transmedia Storytelling

Transmedia’s Top 5 Best Practice

Discoverability

Retention Participation

ignite the Core all Appetites

Page 31: Top 5 Best Practices in Transmedia Storytelling

The End

Robert Pratten [email protected]

@robpratten USA: +1 415 287 4150

Europe: +44 207 193 4567