filmteractive conference 2014: belen santa-olalla (conducttr) "the creation of an interactive...
DESCRIPTION
Presentation of Filmteractive Conference 2014TRANSCRIPT
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The creation of an interactive experience for HBO's "Game of Thrones"
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Productions
Performing Arts
Experience
Stage Direction // Production // Playwright // Acting // Teaching
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Product Manager // Senior Creative Consultant // Project Leader
Experience
Fields
Software // Mobile Apps // Audiovisual Production // VFX // Consultancy
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Place the audience at the centre
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Ruled bybroadcasting
Ruled by audienceparticipation
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Episodes are just another piece
• More entry points• More engagement levels
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SocialMedia
Onlineevents
Live events
A new world awaits…
https://www.youtube.com/watch?v=X8HpCyIJqxI
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Community
Live events
Blog
Social game and web
Webseries
Brand Integration
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Experience goal
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Perception is reality
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First touchpoint - Performance http://www.youtube.com/watch?v=rfrgpVx6kDY
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Webseries
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Fans meeting Edwyck
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19 Realms
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Touchpoints
Fort
Town Square
Battlefield
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Battlefield
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Training Actions
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Profile
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Physical Exploration
EJKL6
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Online Exploration
Forest
Brothel
Militar Camp
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Online geocaching
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Town Square Activities
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Potions
Special Items
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Universo Combat Actions
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Badges
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War Actions
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6 Battles
Monday, 21:30, for one hour, right beforethe show
From May 5th to 9th June
16th June - Coronation
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User Generated Content
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Personalized Conversation https://www.youtube.com/watch?v=6LE6QeXsGdc
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Engagement
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Content and conversation
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Content co-creation
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Story co-writers
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• +5600 players
• 126,500 messages on Twitter
• 3200 tweets per battle
• Final battle: 123 tweets per minute
• 36,000 attacks
• 1300 seductions
• 5400 betrayals
• 6000 coin exchanges
• 155 kingslayers
• 82 kings during the game
• More than 1000 people in Callao at the coronation
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AUDIENCE DATABASE
CONTENTDATABASE
GAME LOGIC
SOCIAL MEDIA, EMAIL
TELEPHONENETWORKS
DATALOG
PLAYER
INCLUDES:• POINTS• BADGES• INVENTORY
AS WELL AS• MESSAGES• POSTS• STATUS UPDATES
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• Customer engagement platform that
– lives in the cloud (invisible, scalable, reliable, secure)
– orchestrates customer experiences across multiple platforms (social media, email, SMS, phone calls, personal data, real
world data and corporate data)
– “gamifies” loyalty schemes
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Twitter ChatBack Personal Content Locker
SMS Voting
Behavioral targetingFacebookresponses
Taxi request
Loyalty scheme
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Social media
ExperienceDesigner
SMS & Voice calls
EmailMobile Apps
Websites
Corporate Systems
Customer
invisible to audience
Gaming and Interactive Story Engine
Content Management
System
Audience Management
Metrics & Reporting
SaaSPublishing
SystemEvent
Monitoring
Collaborative Authoring
Environment
PrivateData
Public Data
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Individual Group 1 Group 2 Group 3 Team 1 Team 2
Everyone
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Content Management
System
Customer Relationship Management
System
Storytelling & Gaming Engine
the simplified version
secure
reliable
scalable
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• Taking the audience on an emotional journey beyond the movie
• A journey that goes from moment to moment in someone’s life
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Belén Santa-OlallaSenior Creative Consultant
@Belén_Santa
Email: [email protected]
Web: http://www.conducttr.com
Pervasive Entertainment Platform
Conducttr