September 2013 | #UrbanStories September 2013 | #UrbanStories

Be part of a communityof creative people.

A transmedia experience byPep Jové, Céline Kniebihler and Anna Raycheva.

TransformatLab 2013

EXPLORE. CREATE. PLAY.

September 2013 | #UrbanStories

PITCH PLAN

CONTEXT

THE PROJECT

MARKETING

BUSINESS PLAN

1.

2.

3.

4.

September 2013 | #UrbanStories

CONTEXT

September 2013 | #UrbanStories

STREETS ASA DEMONSTRATION

PLATFORM

CONTEXT

September 2013 | #UrbanStories

STREETS ASA DEMONSTRATION

PLATFORMSTREET ARTAS A PUBLICEXHIBITION

CONTEXT

September 2013 | #UrbanStories

STREETS ASA DEMONSTRATION

PLATFORM

EVERYONECAN BE

AN ARTIST

STREET ARTAS A PUBLICEXHIBITION

CONTEXT

September 2013 | #UrbanStories

THE PROJECT

A multiplatform project about urban art

A cultural and social experience

A strong, creative and immersive connection between people and cities

To develop and exhibit its talent to the community

September 2013 | #UrbanStories

THE PROJECT

A TRANSMEDIA PROJECT

2 EVENTS1 MOBILE APP 1 WEBSITE

September 2013 | #UrbanStories

THE APP

September 2013 | #UrbanStories

September 2013 | #UrbanStories

EXPLORE CREATE PLAY

THE APP

HOW IT WORKS

September 2013 | #UrbanStories

THE APP

Real artworksby famous street artists

Digital artworksby the community

Geolocatedchallenges

EXPLORE

September 2013 | #UrbanStories

Real artworksby famous street artists

Digital artworksby the community

Geolocatedchallenges

THE APP

EXPLORE

September 2013 | #UrbanStories

THE APP

EXPLORE

Real artworksby famous street artists

Digital artworksby the community

Geolocatedchallenges

September 2013 | #UrbanStories

THE APP

EXPLORE

Real artworksby famous street artists

Digital artworksby the community

Geolocatedchallenges

September 2013 | #UrbanStories

THE APP

CREATE

Sketch your ideasin your graffiti notebook

Draw on location and share your creation on the map

September 2013 | #UrbanStories

Sketch your ideasin your graffiti notebook

Draw on location and share your creation on the map

THE APP

CREATE

September 2013 | #UrbanStories

Sketch your ideasin your graffiti notebook

Draw on location and share your creation on the map

THE APP

CREATE

September 2013 | #UrbanStories

THE APP

PLAY

Participate to new challenges

Compare yourself and your team to others in the leaderboard

Personal profile with game statistics

September 2013 | #UrbanStories

THE APP

PLAY

Creation challenges:creativity, imagination

Adventure challenges:curiosity, detective-like

Battle challenges:team spirit

CHALLENGES

September 2013 | #UrbanStories

THE APP

PLAY

Short stories

Anecdotes about famous artists, trends, events...

More engagement

Extra value, extra reasons to participate

STORYTELLING

September 2013 | #UrbanStories

THE APP

PLAY

Points

Badges

New tools and colorsunlocked

Invitation to the event

REWARDS

September 2013 | #UrbanStories

THE APP

PLAY

Create new artworks

Share, like user’s artworks

Win challenges

Visit real artworks

HOW TO GET POINTS

September 2013 | #UrbanStories

THE EVENTS

THE LOCATION IN PARIS

THE SEINE RIVERBANK

A new restored and public open placeFor residents and visitorsIdeal for recreational activities

September 2013 | #UrbanStories

September 2013 | #UrbanStories

THE EVENTS

THE LAUNCH EVENT

OPEN COLLABORATIVE WALL

For all skill levelsBuild an audience for the mobile game

DIGITAL TOOLS

Digital spray can and screensEasy use

September 2013 | #UrbanStories

THE EVENTS

THE LAUNCH EVENT

September 2013 | #UrbanStories

September 2013 | #UrbanStories

THE WEBSITE

ENGAGEMENT

User-generated creationsShare, comment, like, voteWatch the events live

COLLABORATIVE WALL

Most popular creations rewardedWorkshop contest

ENGAGEMENT

Know more about the projectDownload the app

PROMOTION

September 2013 | #UrbanStories

THE WEBSITE

September 2013 | #UrbanStories

THE WEBSITE

September 2013 | #UrbanStories

THE EVENTS

THE FINAL EVENT

THE WINNING TEAM

App playersWorkshop contest winners

THE LIVE PERFORMANCE

Creation of a big collaborative mural on a real wallOne-night festival

September 2013 | #UrbanStories

COMPETITORS

SOCIAL MOBILE GAMES

Draw Something

LOCATION-BASED SOCIAL

NETWORKS

Foursquare

STREET ARTMAPS

Geo Street Art

}++

September 2013 | #UrbanStories

THE AMATEUR ARTIST

25-45 years oldCreative, artist, looking for a challengeIs part of a community of experts

THE SERIAL INSTAGRAMMER

20-35 years oldDigital native, curious, globe-trotterShares, talks about its personal life

AUDIENCE

September 2013 | #UrbanStories

THE AMATEUR ARTIST

Ads in cultural magazines Posters in the streets, galleries...Guerilla advertising

THE SERIAL INSTAGRAMMER

Social networksCollaboration with influencersSharable content

COMMUNITY STRATEGY

September 2013 | #UrbanStories

COMMUNITY STRATEGY

COMMUNITY MANAGEMENT

September 2013 | #UrbanStories

COMMUNITY STRATEGY

COMMUNITY MANAGEMENT

September 2013 | #UrbanStories

COMMUNITY STRATEGY

ENGAGING PICTURES

September 2013 | #UrbanStories

COMMUNITY STRATEGY

TUMBLR AND BLOGS

September 2013 | #UrbanStories

COMMUNITY STRATEGY

MAGAZINE ADS & POSTERS

September 2013 | #UrbanStories

COMMUNITY STRATEGY

WHY OUR TARGET AUDIENCE IS SPECIAL

YOUNGTRENDY ACTIVE+ +

September 2013 | #UrbanStories

THE APP ADVANTAGES

FREE

Community app

Location-based Finding great art right next to you

High visual content

Interactive features

Customizable game-play

Augmented reality art creation

+

September 2013 | #UrbanStories

ADVERTISING OPPORTUNITIES

Brand creative tools

Brand challenges

Game awarding system

Special features

Location on the map

September 2013 | #UrbanStories

ADVERTISING OPPORTUNITIES

INTERNATIONAL CLIENTS

Graffiti brands

Sport & clothing brands

Music labels

Travelling companies

Magazines

Energy Drinks

...

September 2013 | #UrbanStories

ADVERTISING OPPORTUNITIES

SMALL LOCAL CLIENTS

Clubs

Bookshops

Bars

Shops

September 2013 | #UrbanStories

Municipal projects

Museums

Gallery venues

Festivals

Events

ADVERTISING OPPORTUNITIES

CULTURAL AND MUNICIPAL INSTITUTIONS

September 2013 | #UrbanStories

MILESTONES

YEAR 1

App development

Pre-launch marketing campaign

Collaboration with street artists communities

Launch the app globally1st city: Paris

Build a user community

Practice the different revenue models with our sponsors

Collaboration with festivals, cultural institutions, events, workshops

To do

September 2013 | #UrbanStories

FUNDING

134 000 €

Start-up fundings

Cooperation with Paris’ municipality

Cultural fundings

HOW MUCH

FUNDED BY

Legal status 1%

App + website development 45%

Promotion 10%

Events 16%

Team fees 28%

Funding for development and maintenance for the first year(all production costs in Paris)

(114 300 £)

September 2013 | #UrbanStories

NEXT STEPS

RESULTS AFTER YEAR 1

146k 174k

I ♥ STREET ART Street art Save My Life

894k

StreetArt in Germany

1,1m

STREET ART UTOPIA

40k+

Urban Stories

✗ 20k+ mobile users✗ User-generated content: 50k+ pieces✗ Small advertisers on the map: 2k+ venues

STREET ART COMMUNITIES ON FACEBOOK

+

September 2013 | #UrbanStories

New interactive features (app)

Expanding the team

New maps & moving events in more cities

80 000+ users

Paris London Barcelona

NEXT STEPS

YEAR 2 AND FURTHER GOALS

September 2013 | #UrbanStories

a

Pep Jové @PepJoveCompanyCéline Kniebihler @celinektwitt

Anna Raycheva

#UrbanStories

Contact:urbanstoriesproject@gmail.com

project by

September 2013 | #UrbanStories

EXPLORE, CREATE, PLAY

THE PROJECT

TIMELINE

BETA TEST LAUNCH

APP

WEBSITE

PROMOTION

EVENT LIVE STREAM

PROJECTLAUNCH

VOTE, SHARE, LIKE, COMMENT+ project infos

EVENT LIVE STREAM

TEASING SOCIAL MEDIA COMMUNICATION,FANS RECRUITMENT

FINAL EVENTPROMOTION

EVENT LIVE COVERAGE

EVENT LIVE COVERAGE

FINAL RESULT

WINNER TEAM ANNOUNCED

LAUNCH EVENT

FINAL EVENTWORKSHOP

REGULAR PROMOTION