Storycode Paris - Lessons Learned from Murmur
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Storycode Paris - Lessons Learned from Murmur

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Mike Knowlton from Murmur and cofounder of Storycode NYC was in Paris on April 7th, here's what he shared with us.

Mike Knowlton from Murmur and cofounder of Storycode NYC was in Paris on April 7th, here's what he shared with us.

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Storycode Paris - Lessons Learned from Murmur Storycode Paris - Lessons Learned from Murmur Presentation Transcript

  • LESSONS LEARNED
  • STORY AS SOFTWARE
  • WHAT WORKED ‣ Promoting a new form (“social film”) as opposed to just a project ! ‣ Him, Her and Them was covered in Fast Company and other publications ! ‣ Pulling people’s photos into the narrative really freaked them out, that was the “special sauce” View slide
  • WHERE WE FAILED ‣ Video doesn’t want to be in a box, looks like a stamp and is not cinematic
 ‣ Lost half of our audience at the Facebook connect button - should have placed more experience before forcing user to Facebook connect
 ‣ Gave users too many options to interact, after 3 or 4 opportunities they didn’t engage
 ‣ Didn’t plan for success - we weren’t able to bring this audience to our next project
 ‣ Didn’t plan for ongoing support and sunsetting project
 ‣ Missed the special sauce View slide
  • WHAT WORKED ‣ User Generated Content program engaged with “super fans” and gave them something to share and promote ! ‣ Social Music Video premiered on Rolling Stone - a first for the band
 ‣ Created a special poignant video that could be personalized
  • WHERE WE FAILED ‣ Created a tool that only true super fans used - what about casual fans or new fans? ! ‣ Despite clear instructions users still uploaded garbage - could only use about 30% of the photos that were uploaded
  • LIVE IMMERSIVE / INTERACTIVE THEATER EVENT ‣ ACT 1 - Non-linear exploration, like a carnival or party ! ‣ ACT 2 - Live Theater performance of secretive cult ritual with audience agency
 ‣ ACT 3 - Interactive Feature Film that responds to the audience.
  • ACT 1Side Missions Video Testimonials Soul Readings Secret Society
  • ACT 2 Live Cult Initiation Ritual
  • ACT 3 Interactive Feature Film
  • WHAT WORKED ‣ The audience wants to play, they want agency ! ‣ Each run is an incubator for testing new ideas, highly iterative
 ‣ Unique business model for a film - theater licensing model
 ‣ Games as interface on fictional world
 ‣ People want to come back, multiple viewings to experience everything
 ‣ Designed for groups - with various levels of interaction
  • WHERE WE FAILED ‣ Better communicate to the audience WHAT EXACTLY this experience is ! ‣ “Where’s the movie?”
 ‣ Still seeking a non-intrusive method to add interactivity to a cinema experience
 ! !
  • WHAT WORKED ‣ Hackathon model works! ! ‣ Prototype created in POV Hackathon, project launch 2 months later, selected to be in Tribeca Film Festival 2 months afterwards. ! ‣ Much larger audience exposed to the story (tens of thousands for the online component vs. hundreds for the film) 
 ‣ Seasonal release/episodes worked to re-engage people
 ‣ Linear audio with non-linear image slideshow/interactive experience works
 ‣ Aatsinki Perspective in Finnish helped support it was their perspective

  • WHERE WE FAILED ‣ Social media must engage ! ‣ Don’t use Hackathon code for production - start over ! ! !
  • CURRENT PROJECTS
  • LESSONS LEARNED SUMMARY ‣ Web video wants to be full screen/bleed ! ‣ Make interactivity special, limited and important ! ‣ Plan for success
 ‣ Plan for support/maintenance and project sunsetting
 ‣ Give context to new types/forms of narrative experience
 ‣ Social media must engage
 ‣ Don’t use hackathon code for production
  • WWW.MURMURCO.COM ! @MURMURCO ! © 2013 MURMUR