3. About you
Intros
- Name
- Why you are doing communications
- What you want to achieve
- Are you working on anything or have any ideas
you plan to work on
4. Outline
- Wk 1 Overview
- Wk 2 UX and Design
- Wk 3 Project Management and Documentation
- Wk 4 Pitch Practice
- Wk 5 Assessment Presentation
5. A quick note
The assessment will be getting in groups of 2-3
- a proposal document
- a proof of concept
- a live pitch of the project
6. What is multiplatform?
- Transmedia - a buzzed out word
- Telling stories across multiple platforms
- Consider how can I tell my story most effectively,
then employ those platforms
7. What is multiplatform?
Storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world.
—Henry Jenkins, 2006
8. Bring it back to the story
- Storytelling is how we understand our world
- It is a very exciting and privileged position
- Tell a story in everything you do
9. Bring it back to the story
We are lonesome animals. We spend all of our life
trying to be less lonesome. One of our ancient
methods is to tell a story begging the listener to
say-and to feel- ‘Yes, that is the way it is, or at least
that is the way I feel it.’ You’re not as alone as you
thought.
—John Steinbeck
10. Why?
- Stories can get lost
- Lost in the real world. Project management,
practicalities, budgets, client demands
- Transmedia is NOT Marketing
- Storytelling is one of the best ways to put ideas
out into the world.
11. Transmedia is NOT
marketing
Sterling’s Gold - boring quotes from the TV
series, not new memoirs.
You don’t want to risk disappointing the
community of fans.
“If Roger Sterling’s book sucks”, this
damages the whole property.
Book not consistent with Mad Men series
12. Although...
Marketing may be used as transmedia, to enrich
the story world.
Transmedia techniques are used for brands, with
varying degrees of success.
The key to this success is authenticity of the story
to the brand.
Sterlings quotes = not authentic to Mad Men
19. User is co-creator of
narrative
Transmedia is not just how we consume content -
it’s how we create the story of our lives.
20. User is co-creator of
narrative
Increasingly, I realized that I could not merely tell
his story. Rather, I would have to tell my story
about him.
—Ronald Steel
24. Everyone is a storyteller
Because storytelling, and visual storytelling, was
put in the hands of everybody, and we have all now
become storytellers.
—Levar Burton
25. Everyone is a storyteller
- Many digital platforms means democratisation of
storytelling
- Anyone can tell a story, on any different platform
- Storytelling is not restricted to the privileged few
26. Everyone is a storyteller
The Internet is allowing us to get back to what's
really more natural, which is that storytelling is a
shared thing. It's our natural way to be communal.
—Joseph Gordon-Levitt
28. The platforms
Twitter Song Comments
Youtube Spotify Podcast CD Film
Tablets Radio Album DVD
Facebook iPad
Website Forums News Books
Tumblr eBook
Blog AR Zine Flyer
Virtual Worlds Merchandise
Facebook Games Magazine
Console Games
Mobile Game TV
PC Games Article
29. Why use different
platforms?
- Can offer an individualised experience -
information about the audience to tailor the story to
them
- Personal devices
- Interactivity
- 2 way conversation
30. But don’t go crazy
- Consider the story first - and then choose the
platforms which are most useful to tell it across
- Don’t feel like you need to include every platform
31. Know your tools
Web Mobile Tablets Games Social Virtual “Legacy”
- Podcast - Mobile - Games - PC Games - Twitter - 2nd Life - Film
- Website Apps - Apps - Console - Facebook - Comments - Story
- Blog - Mobile - Media for - Facebook - Facebook - Forums - Article
- Tumblr Games consuming Games Games - AR - Song
- News - AR on Tablets - Comments - Zine
- Spotify - Mobisodes - 2nd Screen - Forums - Album
- - Magazine
Educational - TV
platforms - Radio
- Tumblr - Books
- News - DVD
- CD
- Merch
*Only a few of the platforms available
32. Platform map
- Consider what platforms you can tell your story
from
- Map out which are going to be most relevant
- Consider how you tell the story differently on each
device
33. Interactivity and control
- Remote control Passive influences on
Our most passive interactivity content: - Selection of next step
Device; Day and Time; Location
Fast forward, pause and (anonymous)
rewind (linear control) - Chose your own adventure
- Selection of Point of View
(POV)
- Ability to influence story
line/create characters
- Inclusion of ‘self’ and our
world as part of the storyline
- Full participation of ourselves
as ‘stars’ of the show
34. Interactivity and control
- Selection of next step (anonymous)
- Chose your own adventure
- Selection of Point of View (POV)
- Ability to influence story line/create characters
- Inclusion of ‘self’ and our world as part of the storyline
- Full participation of ourselves as ‘stars’ of the show
35. Crime Plays
- Crime Plays is a locative social mobile game,
which puts a crime-based story world in the palm of
your hand
- Achieved early stage funding of $180,000 through
NSW Government’s Interactive Media Fund
- In production since April 2012
45. Fictional/
story
websites
Live /
Twitter crime
experiential
feed
elements
Online and CRIME PLAYS
in-game SMART-PHONE Facebook
webisodes APP
Brand
User
relationships
generated
and location
play
leverage
Online hub
46. Market Opportunity AU
• 8.8 million smartphone users in Australia, projections
to reach 12.2 million by end of 2013.
• 1.65 million within the target market of 18-29.
• 65% of that audience are active gamers.
• That’s 1.2 million within our target market
domestically
1. http://blog.marginmedia.com.au/Our-Blog/bid/81865/Smartphone-Use-in-Australia-The-Advantage-for-
Marketers
2. http://www.slideshare.net/dynamicclarity/global-australian-smartphone-and-apple-ios-statistics-in-june-2011
3. http://www.screenaustralia.gov.au/documents/SA_publications/Rpt_AudiencePack.pdf
47. Customers and Revenue
• The Crime Plays target audience is males, 18-34.
• Crime Plays will be freemium1. In-app purchases will
make up the bulk of the revenue, with players able to
buy weapons, armour and items to help them progress
through the game.
• The story arc is delivered over a 12 episodes per
season, which will take approx. 8-12 weeks to
complete
• Sponsorship
1. 50% of 25 top-grossing games are free, with 50% of revenue from the top grossing apps coming from in-app
purchases. http://networkedblogs.com/l723B
48. Team
Anna Bay James Boyce Claire Evans
CEO Creative Director CMO
49. Team
Chris Lawson Melody Wang
Technical iOS Developer
Director
50. Where we are going
• In December 2012 soft-launch a beta Chapter 1
• In January 2013 we’ll raise Series A funding
• In April 2013 we’ll launch the remaining Season 1
content and market the game heavily worldwide
51. Crime Plays
• Crime Plays is a disruptive mobile solution which
creates an immersive, game world.
• Uses your location to fully customise your
experience and create truly immersive game play.
• Crime Plays will introduce mobile players to story-
driven gameplay in an immersive way, engaging the
players emotions, senses and morals.
54. Mischief and adventure abound in My
Place, the story of 13 children, all with a
talent for some kind of trouble. They live
in the one place, over 120 years, 1888 to
2008. Each hiding up the very same fig
tree, each with a story to tell.
