participatory storytelling

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Participatory Storytelling Transmedia 101 Toronto, Canada July 25 th 2012 Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten

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Presentation given to Toronto 101 to introduce Conducttr and explain how to build a participatory story around traditional linear media. If you're excited by this kind of storytelling, please join our Community at http://members.tstoryteller.com

TRANSCRIPT

Page 1: Participatory storytelling

Participatory Storytelling

Transmedia 101 Toronto, Canada July 25th 2012

Robert Pratten CEO & Founder, Transmedia Storyteller Ltd

@robpratten

Page 2: Participatory storytelling

Robert Pratten CEO & Founder, Transmedia Storyteller Ltd

Page 3: Participatory storytelling

Transmedia Storyteller Ltd “be remarkable”

Page 4: Participatory storytelling

Storytelling with Conducttr

Narrative Gaming

Social Networking

Participation, Conversation

Rewards Levels Collaboration Competition

Characters Plot Events Things

Page 5: Participatory storytelling

30-min participatory story

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http://pigsvswolf.tumblr.com/

Page 7: Participatory storytelling

Decision points…

9 mins 18 mins 28 mins

Straw Sticks Bricks

Pig1 < Wolf?

Pig1 >= Wolf?

Pig 2 < Wolf?

Pig 2>= Wolf?

Pig 3 < Wolf?

Pig 3>= Wolf?

Page 8: Participatory storytelling

Choose a side!

@1st_little_pig RUN @2nd_little_pig RUN @3rd_little_pig RUN

@bigbadwolf_2011 BLOW

Page 9: Participatory storytelling

Stay informed of results? Text STATUS to (563) 219-7088

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Page 11: Participatory storytelling

Content released over 15 day period

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Game accessed via blogs – used real and custom websites to set challenges

http://a-cops-wife-life.blogspot.com/

http://ortegapi.posterous.com/

Page 13: Participatory storytelling

Lowlifes 2.0

Page 14: Participatory storytelling

Story-in-the-Cloud

Character’s live 24/7 in the cloud

Page 15: Participatory storytelling

Characters connect experience

.. with online

.. with mobile

..between product releases

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Conducttr – Under the Hood

Control Layer

Content Layer

Real World

Conducttr: Pervasive Entertainment Platform

Broadcast & reply emails, Tweets, SMS Publish blog posts, videos, images, Facebook updates

Events – when “stuff” should happen Actions – personalization of experience

Audience

Page 17: Participatory storytelling

Under The Hood - Audience

Individual

Audience

Community

Audience is viewed as: • individual (just you) • community (everyone) • group (segments of everyone)

Individual Everyone Groups

Page 18: Participatory storytelling

Audience variables

Contact Details

Groups

Custom Fields

Email Twitter Mobile

Language? Level? Trait?

Health? Stamina? Power

Community-level personalization

Individual –level personalization

NB: Custom Fields also available for other entities such as Characters and Touchpoints

Page 19: Participatory storytelling

Alien encounter readiness (SMS)

TEST your readiness for alien encounters! Reply TEST to answer two questions that will reveal more about yourself than you knew!

– Q1: You suffer an alien abduction but are returned to Earth. What do you do? Reply keep SECRET or GO PUBLIC

– Q2: You find yourself impregnated with an an alien child. What do you do? Reply give BIRTH or KILL it.

(575) 208 5005

Page 20: Participatory storytelling

Results create personalize experience

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

Page 21: Participatory storytelling

Engagement Goal: delight each individual with personalized, surprising, evolving content

community-driven story evolution

Control Layer

Content Layer call to action

action

personalization

Real World community action

Individual

Audience call to action

Community

Conducttr

Page 22: Participatory storytelling

Welcome to our Worlds

Page 23: Participatory storytelling

Connected experience

Audience

Your Story/Experience Native cross-platform experience written without code to run from the cloud on social networks (and on other sites such as tablet apps, social games, consoles, forums etc. via Conducttr API with coding)

Page 24: Participatory storytelling

Invite the world into your World

Trailer or Website

Description

Date & time information

The platforms the World lives on

Page 25: Participatory storytelling

XP, Progress & Achievements

Page 26: Participatory storytelling

Mobile app

Page 27: Participatory storytelling

Conducttr Ecosystem

• Cloud-based intelligence

• Mobile app

• API

• Authored via any web browser with no coding.

Page 28: Participatory storytelling

Linear story

Page 29: Participatory storytelling

Branching narrative

decision point alternative endings

A

B

C

Page 30: Participatory storytelling

Open storyworld

plot point

character detail

Exposition

Page 31: Participatory storytelling

TV/Web Series + Open Storyworld

EPISODIC Video

AUDIENCE-DRIVEN PARTICIPATION

Page 32: Participatory storytelling

Open storyworld + TV/Web Series MANCHESTER

Page 33: Participatory storytelling

Facebook Participatory Story

Page 34: Participatory storytelling

Goal

• Avoid another genre story ;)

• Demonstrate that participation is not “giving up control to the crowd”

• Solution: Short story about family relationships

Page 35: Participatory storytelling

The Brothers

Page 36: Participatory storytelling

The Story

• A day with two brothers whose father’s funeral is the day before Mother’s Day.

• Three “episodes”: – Funeral

– The night between

– Mother’s Day lunch

Page 37: Participatory storytelling

Participation

• Audience can read either or both brothers on Facebook

• Brothers twice ask Facebook friends for help – What to do that evening after the funeral

– Whether to go to the Mother’s Day lunch

Page 38: Participatory storytelling

Timing & pacing • Decision: Campaign or Re-playable?

– Play out over specific date & times or…

– Play out based on repeatable trigger event

• Decide scene and decision timing

Funeral Night before Mother’s Day

Monday 9am

Monday Noon

Monday 5pm

Tuesday 9am

Tuesday Noon

Event + Time=0

Event + Time=3hrs

Event + Time=8hrs

Event + Time=1day

Event + Time=1day, 3hrs

Date & time

Event + relative time

Page 39: Participatory storytelling

Jargon

• Community = the whole audience

• Person = only one member of the audience

Page 40: Participatory storytelling

Personalization

• Community-driven story – Comments on Facebook decide what each brother

does the night after the funeral – Although both brothers will go to the lunch,

comments on Facebook decide how the scene plays out

• Personalized story – Each brother’s reaction to individual Facebook friends

(e.g. the audience) is determined by comparing that person’s recommendation/suggestion with the community-driven decision

Page 41: Participatory storytelling

Characters & relationships

Mum Wife

COMMUNITY EFFECTS of INTERACTION How the character relationships change over time is affected by the audience interaction. That is, audience interaction causes an action by Richard that cause a reaction from the other people in his life. PERSONAL EFFECTS of INTERACTION The characters also change their relationship with the audience member. For example if a person gave good advice, was supportive or negative etc.

Richard Brian

Audience

Page 42: Participatory storytelling

Mother’s Day scene

C D

A B Forrest

Younger woman

Older woman

Beach

Four possible ways for a. the scene to play out

based on Community decision

b. to interact with audience member based on comments they made

The scenes with the brothers reveal different information about them and hence changes the relationship between the brothers and the audience. That’s why the Mother’s Day scene has four possible endings – the scene is written knowing what the audience knows and what it doesn’t

New parameter: Which mother’s day card?

BRIAN

RICH

ARD

Page 43: Participatory storytelling

16 end points!

Richard

Forrest

Old Plain card

Strange card

Young Plain card

Strange card

Beach

Old Plain card

Strange card

Young Plain card

Strange card

Brian

Young

Beach

Plain card

Strange card

Forrest

Plain card

Strange card

Old

Beach

Plain card

Strange card

Forrest

Plain card

Strange card

Mother’s Day Lunch Mother’s Day Lunch

Page 44: Participatory storytelling

Information revealed?

C D

A B Tony Forrest

Fly Younger

Apples Older

Car Beach

BRIAN

RICH

ARD

Page 45: Participatory storytelling

Open story?

Fly Apples

Brian

Tony Car

Richard

Forrest Beach

Young Old

Lunch

Richard

Brian

Page 46: Participatory storytelling

4 end points

Tony Car

Fly Apples

Richard

Plain card

Strange card

Brian

Plain card

Strange card

Page 47: Participatory storytelling

Events in conclusion have new significance

Tony Car

Fly Apples

Richard

Plain card

Strange card

Brian

Plain card

Strange card

Tony

Car

Fly

Apples

Page 48: Participatory storytelling

TV/Web Series + Open Storyworld

EPISODIC Video

AUDIENCE-DRIVEN PARTICIPATION

Page 49: Participatory storytelling

Fly Apples Tony Car

Facebook + TV/Web series

Tony

Car

Fly

Old

Brian Richard

Episode 1 : Funeral Episode 2 : Mother’s Day

Script

Page 50: Participatory storytelling

Engagement

Episode 1 : Funeral Episode 2 : Mother’s Day

? plain strange

Page 51: Participatory storytelling

Companion mobile app

Page 52: Participatory storytelling

The End

Robert Pratten [email protected]

@robpratten USA: +1 415 287 4150

Europe: +44 207 193 4567