Post on 07-May-2015
description
Participatory Storytelling
Transmedia 101 Toronto, Canada July 25th 2012
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
Transmedia Storyteller Ltd “be remarkable”
Storytelling with Conducttr
Narrative Gaming
Social Networking
Participation, Conversation
Rewards Levels Collaboration Competition
Characters Plot Events Things
30-min participatory story
http://pigsvswolf.tumblr.com/
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?
Choose a side!
@1st_little_pig RUN @2nd_little_pig RUN @3rd_little_pig RUN
@bigbadwolf_2011 BLOW
Stay informed of results? Text STATUS to (563) 219-7088
Content released over 15 day period
Game accessed via blogs – used real and custom websites to set challenges
http://a-cops-wife-life.blogspot.com/
http://ortegapi.posterous.com/
Lowlifes 2.0
Story-in-the-Cloud
Character’s live 24/7 in the cloud
Characters connect experience
.. with online
.. with mobile
..between product releases
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
Under The Hood - Audience
Individual
Audience
Community
Audience is viewed as: • individual (just you) • community (everyone) • group (segments of everyone)
Individual Everyone Groups
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
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
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
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
Welcome to our Worlds
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)
Invite the world into your World
Trailer or Website
Description
Date & time information
The platforms the World lives on
XP, Progress & Achievements
Mobile app
Conducttr Ecosystem
• Cloud-based intelligence
• Mobile app
• API
• Authored via any web browser with no coding.
Linear story
Branching narrative
decision point alternative endings
A
B
C
Open storyworld
plot point
character detail
Exposition
TV/Web Series + Open Storyworld
EPISODIC Video
AUDIENCE-DRIVEN PARTICIPATION
Open storyworld + TV/Web Series MANCHESTER
Facebook Participatory Story
Goal
• Avoid another genre story ;)
• Demonstrate that participation is not “giving up control to the crowd”
• Solution: Short story about family relationships
The Brothers
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
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
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
Jargon
• Community = the whole audience
• Person = only one member of the audience
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
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
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
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
Information revealed?
C D
A B Tony Forrest
Fly Younger
Apples Older
Car Beach
BRIAN
RICH
ARD
Open story?
Fly Apples
Brian
Tony Car
Richard
Forrest Beach
Young Old
Lunch
Richard
Brian
4 end points
Tony Car
Fly Apples
Richard
Plain card
Strange card
Brian
Plain card
Strange card
Events in conclusion have new significance
Tony Car
Fly Apples
Richard
Plain card
Strange card
Brian
Plain card
Strange card
Tony
Car
Fly
Apples
TV/Web Series + Open Storyworld
EPISODIC Video
AUDIENCE-DRIVEN PARTICIPATION
Fly Apples Tony Car
Facebook + TV/Web series
Tony
Car
Fly
Old
Brian Richard
Episode 1 : Funeral Episode 2 : Mother’s Day
Script
Engagement
Episode 1 : Funeral Episode 2 : Mother’s Day
? plain strange
Companion mobile app
The End
Robert Pratten robert@tstoryteller.com
@robpratten USA: +1 415 287 4150
Europe: +44 207 193 4567