Presentation to the World Innovation Conference in Cannes, France. We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.

1. Robert Pratten @robpratten
Presentation to the World Innovation Convention, Cannes 2013

4. engage through
intrinsic motivations
+
design for
active participation

5. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

6. The Internet and Mobile Revolution

7. The consumer has moved on

19. http://www.survivalcode.com/ Wrigley’s 5 Gum

22. Affordable solar LED lighting for rural
communities in the developing world

23. The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi 
temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide
and smoke level
http://airpi.es/

24. CO affects
• character’s mood
• tone of tweets & blog posts
• game difficulty?

26. • we have to design experiences that satisfy
core human needs
• ie. appeal to intrinsic motivations

28. •
•
•
•
•
•
Significance (special, important, unique)
Certainty (comfort & control)
Variety (surprise)
Connection (love)
Growth (learning, mastery)
Contribution (giving back)

29. Storyworld
Comfort
Growth
Learning
Surprise
Comfort
Growth
Learning
Surprise
Fan
Fan
Community
Significance
Contribution

32. www.ActiveStorySystem.com

34. Definition
• Requirements
• Goals
• Success Criteria
•KPIs, measurement
• Scope
•Countries, Territories,
Languages, Number of
Audience
•Interworking with other
companies & technologies
•Timing & duration
•Budget
• Customer
Development
• ActSS Define the World
•Story, Experience, Premise,
Goals, Audience, Platforms,
Execution
• One Sheet
• Title, log line, call to
action, short synopsis
• Creative direction
• look & feel, tone, mood,
age rating, violence,
language
• Team
• Risks
• Principal resources
• names and availability
• Principal creative
• Principal technical
development
• Inbound: Licensing &
copyrights
• Outbound: Franchising,
merchandising and
licensing
• Community
• management, editorial,
legal
• Business Case
Design
Delivery
•ActSS Design Operations
•Editorial & Legal processes,
•Premise, Themes, Characters,
Locations, Periods, Objects, Factions, Social media guidelines,
Community management,
Hierarchies
Escalation
• ActSS Define the Experience
• ActSS Define the story
•Gaming, Role-playing, Exploring,
Observing
• ActSS Define the Execution
•Timing, Events, Platforms, Pacing
• ActSS Write Synopsis
• ActSS Develop
Synopsis into Scenes
• ActSS Design the Engagement
• ActSS Design Interaction
• Platform-specific documentation
• Marketing Communications
• Series synopsis & arcs
• Future stories
• Media assets
•Video, audio, image, text, mobile,
web
• Events & locations
• Merchandise
• Touchpoints
•Owned, Paid, Earned
• Languages, countries, georestrictions
• Capacity planning
• Controls
•Production
•Implementation & testing
• Audience building &
community outreach
•Marketing communications
• Advertising, SEO, paid Search,
Seeding, PR, Social media
•Launch
•Operations
•Metrics

35. Define the
World
• Story
• Experience
• Audience
• Platforms
• Goal1
• Execution
Define the
Story
• Premise
• Themes
• Characters
• Locations
• Periods
• Objects
• Factions
• Hierarchies
Define the
Experiences
• Goals
• Gaming2
• Role-playing2
• Exploring2
• Observing2
Define the
Execution
• Timing
• Events
• Platforms
• Pacing

36. 6. Develop
5. Write
synopsis
• Premise
• Themes
• Characters
• Conflict
7. Design the
Engagement
Synopsis into Scenes
• Information revealed
• Character development
• Audience quests
7. Design the
Engagement
• Personalization
• Actions
• Teams
• Pacing
• Motivations
• Immersion
• Personalization
• Actions
• Teams
• Pacing
• Motivations
• Immersion
6. Develop
Engagement into Scenes
• Information revealed
• Audience quests
• Character development
5. Write
synopsis
• Premise
• Themes
• Characters
• Conflict
8. Design the
Interaction
• Platforms
• Media
• Out-of-World
• In-World
• Block diagrams
• User Journey
• platforms
• phases
9. Design the
Operations
• Editorial process
• Legal process
• Social media
guidelines
• Community
management
• Escalation
• Metrics

38. FEEL
Gaming
Role-playing
Moral dilemmas,
meaningful choices
Role-play,
provide building blocks
Observing
Exploring
Reflection, consideration
Exploring, discovering
THINK
DO
What will the audience do? How will they be engaged?

39. Online
On Location
Transbay “Connected Cities”
HEAD
HEART
EGO
SOUL
Tweet #PASSION
Tweet #REALITY
Tweet #WISDOM
Tweet #FREEDOM
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
Lead a better life - get
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
connected and help
us build an AppiCiti
(www.appiciti.com)

40. + Uncertainty A
Future
Story 1
Future
Story 2
- Uncertainty B
+ Uncertainty B
Future
Story 4
Future
Story 3
- Uncertainty A

41. Original price: $1.
Final price: $88.
http://significantobjects.com

42. We sold
for
$128.74
Investment
$3612.51
Return
$128.74 worth of thrift-store junk
$3,612.51

47. “Life is not measured by the
number of breaths we take,
but by the number of moments
that take our breath away”

48. Taking the consumer on an
emotional journey goes from
moment to moment

49. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Robert@tstoryteller.com
Europe: +44 207 193 4567
USA: +1 415 287 4150