cross media storytelling

creating the audience experience

cross media storytelling

Wednesday, March 9, 2011


integrated experiences across multiple media, including internet, video and film, broadcast and cable TV, mobile devices, DVD, print and radio.



cross media experience: involves audience interactivity

an experience that we “read” by watching movies, reading a novel, playing a game, riding a ride.

multiple delivery channels: stimulating all senses


watching: (moving pictures) TV, mobile

phone, laptopreading: book, mobile,

kindle, ipad

cinemaTV

theatre

handheld gamemobile device

laptopipad, slate

kindle: interactive fiction

multiplayer gametheatre

ipad/slate

PERSONAL SHARED

PASSIVE

INTERACTIVE


ENGAGEMENTnew cross media


cross media communications

requires a pro-active role by the audience to interact with the experience and get more directly engaged and involved.

branding a product

call to action for causes

experience the message


story and play

story: narratology

play: ludology

cross media experiences are a combination of both. the various media are involved and tied together with a story that travels across all of media.

to follow the story the user/reader has to engage across media and get involved with each.

play through stories, experience through imageryWednesday, March 9, 2011


participatory

cross media experiences engage user/readers to be more actively involved in the media experiences and are rewarded with more awareness and ownership.

As users/readers become a part of the cross media communications they have more at stake in what happens and can possibly influence the results



mixed media: combining several media together in a collage of one experience

artistic collage: photographs, paint, paper

performance: acting on stage, lighting, film, and live music

mixed media: diversity of different media experiences that are related.



Connectivity

ability to get online and have a highspeed, broadband connection that enables media to be experienced with a fair degree of ease and success



Ubiquity

an experiences we can have whenever we want.

always have media content at our fingertips

allows for cross media experiences to be as much, or as little, a part of our daily lives as we like.



RETRO-ACTIVE PRO-ACTIVE

design and development take place with an established story and related media experiences are interwoven with the existing media.

full campaign tie-ins based on supporting media experiences


books & print media

role of books and print media in cross media storytelling

discursive: books are mainly linear and provide a progression through a story.

good at serving as guides through the rest of the cross media

canonical and can be used to verify and validate the story as it moves across the media


magazines & newspapers

magazines and newspapers

wide exposure through articles, reviews and paid articles

enable cross media experiences read access into our lives by being available at grocery stores, convenience stores etc.


magazines & newspapers

daily, weekly, monthly

availability/ accessibility

allows pacing to be set for the cross media experience


print advertising

print advertising

raise awareness of the cross media communication

used to plant clue to draw fans deeper into the experience


serial

regular schedules of magazines and newspapers make them ideal for creating serial content that pulls us back again and again for each installment.

the serial nature of magazines and newspapers aids in setting the tempo of a cross media experience as we keep returning to learn more.


print vs. digital

competition for electronic and digital media

print magazines and newspapers dwindling/dying

new business models

delivery, access, content, archives

a new and evolving space.


electronic media

television

radio

movies

music


electronic media: broadcastreal time

most effective way to reach large audiences

major networks (ABC, CBS, NBC) & cable networks

Broadcast media: TV & radio: no lag time

broadcast >> cable on demand, more content


electronic media: movies

tent pole experience: leveraged on one main feature, extending through different channels.

blockbuster hits can still attract a lot of media coverage and garner enough attention to draw us into a world beyond the movie.


electronic media: music

music can be found in almost every types of media as well as standing on its own.

important component to the experience of movies, television and games.

shapes media experience

affective: sets the mood effectively

soundtracks: memorable

replay, portable


transformation of television

television: primary experience based on time segments and pre-packaged audio visual units (film & video tapes)

limited “live broadcasting” - janet jackson

speaks to issues of authority & control


transformation of television technological: digitalization, interactivity, slivercasting,

environmental: the changing media landscaping

regulatory: neo-liberal logic of deregulation

economic: new platforms, new players, new interests


reframing television

evolution of application technology to media asset

webcams, surveillance cams, oprthoscopes, video phones

liveliness: twitterTV

teleVISUAL:

online integration: playstation, netflix, PS3, appleTV


digital generation

no fear of technology

consume media with all of their senses

they don’t want to just interact: they want to create

expectation: an experience that will be more than TV, books or movies


what is more?

more: the way the child ingests, uses and manipulates the content, making it unique and her own

how she will overlay the various forms of the same story, or perhaps different stories with a thread of similarity that only she gets.

reading-chatting online-playing a game-watching tv...all at the same time.


synergy

the multiple formats have to work together seamlessly

develop content for all forms simultaneously

forms are based on a story but significantly different from each other and deliver a different user experience.


individualized experience

seek ongoing dialogue

create online community that mimics the places in the stories, allowing them to play within that space and imagine who they might want to be, if not themselves

immerse them in a brand, inviting not only to participate but to create their own reality.

provides a dynamic experience that makes products/stories alive and ever changing.


case study:

While we believe that actions usually speak louder than words, we also value the power of story telling and the clarity and intimacy that good environmental writing can bring to our community.

Our environmental feature stories are such testaments, reflections, rants and raves. Colleagues, activists and friends are here, lending their voices to our stubborn and ongoing work for wilderness preservation.


simplicity.


telling the story.


investing in the story.


committing to the story.


living the story

HTTP://WWW.YOUTUBE.COM/WATCH?V=CWBZ_PXYC0A


http://www.youtube.com/watch?v=cWBz_pxYC0A

http://www.youtube.com/watch?v=cWBz_pxYC0A

mobile storyPatagonia in your Pocket

Download the new Patagonia iPhone App and get full access to Patagonia clothing and gear right from your iPhone.

Download the Patagonia iPhone App for free

Shop the Patagonia line from your iPhone

• Shop for Patagonia products, including Web Specials and seasonal sale items• Fill and manage your shopping cart from your phone• Shop by Category, Sport, search by product name or style number• See product views in all colors — on-model views also available• Find complete size & fit information• Zoom feature for detailed viewing on your iPhone• Find customer ratings and read product reviews• View related sport videos• Quick-fill address fields with information imported from your saved contacts• Find carbon footprint information on many products• Share gift ideas and suggestions with friends via email or Facebook• Follow Patagonia on Twitter

Receive timely notifications

• Receive alerts about sales, new product releases and promotionsFind a Store

• Use your location to find the store nearest you, get directions and view area map• Get store hours and contact information

Download the Patagonia iPhone App for free


http://itunes.apple.com/us/app/patagonia%C2%AE/id389685660?mt=8




sharing the story


listen to the story.

Buy a song, save the planet. That's the grand notion behind Patagonia Music, an initiative being launched by a former world-class rock climber, more than 100 musicians and dozens of environmental organizations.


http://content.usatoday.com/topics/topic/Patagonia

http://content.usatoday.com/topics/topic/Patagonia

writing the story


the micro script rules

IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS,

IT’S WHAT THEY REPEAT


rule 1: its what they repeat

TO COMMUNICATE YOUR IDEA IN A DIGITALLY POWERED, HYPER-CONNECTED WORLD, IT’S NOT WHAT YOU TELL PEOPLE OR EVEN WHAT THEY HEAR THAT DRIVES COMMUNICATION. IN THIS WORLD, WHAT’S MOST IMPORTANT IS:

IT’S WHAT PEOPLE WANT TO REPEAT AFTER THEY’VE HEARD YOU.


rule 2: every screen is a word of mouth machine

WITH WOM, EITHER TRUST COMES FIRST OR THERE WON’T EVEN BE A CONVERSATION, WON’T BE TRIAL,

WON’T BE ANYTHING


rule 3: what they want to repeat are micro scripts

IT’S THE QUICKER-PICKER UPPER.

NOTHING GETS BETWEEN ME AND MY CALVINS?

WHAT WOULD JESUS DO?

LOCATION, LOCATION, LOCATION.

WHAT HAPPENS IN VEGAS STAYS IN VEGAS.



Q: BUT ISN’T A MICRO-SCRIPT JUST A CATCH PHRASE OR A SOUND BITE?

A: SURE, BUT IT’S MUCH, MUCH MORE—A VERY SPECIAL KIND OF SOUND BITE.

IT’S A STORY BITE



THE KEY FOR ANY COMMUNICATOR IS THAT, ONCE YOU HAVE YOUR BIG IDEA, YOU HAVE TO

LEARN TO EXPRESS IT IN MICRO-SCRIPT


the micro script rulesIT EITHER TELLS A WHOLE STORY OR PROVIDES A PIECE OF A STORY THAT FITS TO ONE ALREADY RUNNING IN THE BRAIN.

IT’S USED TO INFORM, IMPRESS OR INFLUENCE, SO IT MUST CONTAIN JUST ENOUGH INFORMATION TO PERSUADE ANOTHER PERSON TO CHANGE A MIND, OR HAVE PERMISSION TO ACT.

FRIENDS DON’T LET FRIENDS DRIVE DRUNK.

IT’S FINGER-LICKIN’ GOOD.

GUNS DON’T KILL PEOPLE, PEOPLE DO


big rule 4: Build Them on a Dominant Selling Idea

THE DOMINANT SELLING IDEA IS THE SINGLE MOST UNIQUE, IMPORTANT AND OWNABLE ADVANTAGE THAT YOU CAN CLAIM THAT OTHERS CAN’T (OR DON’T). IT’S YOUR SINGLE BEST DIFFERENTIATING ATTRIBUTE—THE DIFFERENCE THAT MAKES THE DIFFERENCE. IN MARKETING TEXTBOOK TERMS, IT IS BRAND POSITIONING BROUGHT TO ITS SHARPEST, MOST SPECIFIC EDGE.



SAFEST CAR.

THE DENTISTS’ #1 TOOTHPASTE.

THE WORKING MAN’S FAVORITE BEER.

THE FASTEST HEADACHE PILL.

THE LONGEST-RANGE JUMBO JET



FROM NOW ON, THE BEST BRANDS WILL BE BUILT WITH FEWER, SIMPLER ELEMENTS

FROM THE GROUND UP.



IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS,

IT’S WHAT THEY REPEAT


cross media storytelling

Documents

dominant selling

micro script

patagonia

media experiences

electronic

magazines

people hear

micro