Julianne Pierce, Executive Producer, Blast Theory

Case study: Trial episode of SMS Drama Ivy4Evr commissioned by Channel 4 Education

Blast Theory

Julianne Pierce

Case study: Trial episode of SMS Drama Ivy4Evr commissioned by Channel 4 Education

Digital Day, Brighton, 10th August

www.blasttheory.co.uk@blasttheory

Blast Theory

A group of artists based in Brighton, UK led by Matt Adams, Ju Row Farr and Nick Tandavanitj

Formed in London in 1991

In 2006 relocated to Portslade, Brighton and re-developed a former warehouse into studios and a permanent base for the company

Collaborating with the Mixed Reality Lab at the University of Nottingham since 1997

The company creates highly participatory experiences for audiences across performance, site-specific projects and gallery installations

The company has received several BAFTA nominations and a slate of awards for its work with performance and computer game technology

Can You See Me Now?, 2003

Interactive, mobile and location based technologies are central to the work of Blast Theory – utilising online, hand-held devices, wi-fi, GPS

Our recent focus is on ‘interactive narratives’ constructed around audio recordings, SMS (text message) and voice calls Day Of The Figurines,

2006

Rider Spoke, 2007

A Machine To See With, 2010

Blast Theory and broadcasting

Long term ambition to make a work with a broadcaster

Convergence offers us the opportunity to apply our expertise in interactive media to emerging broadcast platforms

• Access to new audiences• Creative and technical challenges• Business development • New revenue stream• New contacts and networks

Ivy4Evr

An interactive SMS drama Commissioned

by Channel 4 Education in 2010

To engage teenagers on issues of sex and

drugs

Each episode is 7 days longParticipants sign up at

www.ivy4evr.co.uk

Ivy4Evr

Written by the fantastic Tony White author of the acclaimed novel Foxy-T

Aimed at 14-17 year olds

The episode starts on a Sunday with Ivy on a train. Her sister – Lilsis – has posted a photo of a used condom on Facebook and tagged Ivy and her ex-boyfriend Degs. Ashamed, Ivy goes to stay with her mate Adz for a few days. As she settles down on Adz’s sofa Ivy admits that her period is late.

Register mobile number and

email address on theIvy4Evr website

Participants begin to receive

messages from Ivy – ranging

From quick updates about

the minutiae of her life right

at that moment, to pleas for

help with her dilemmasabout friends versus

family,college and bandcommitments

Participants text back advice

and chat to Ivy at any time

during the 7-day period

Ivy4Evr

The central narrative runs through each seven-day episode

There are a number of themes that you can explore with Ivy in detail if you choose - music, family and pregnancy

As these conversations build, the messages become more personal and intimate, with each participant able to decide how far the conversation will go

Ivy4Evr

Hey C, **personal question** Q. know someone who missed their period?

Erm, ii dont think i have......but i’ve seen stuff on the television about it. Not the same i know, Cx

Sorry to be nosy. Your lucky. I can’t talk to my parents about stuff like this though, can you?

Its okay. Well i could, but i don’t think i could? Cx

Really?!? Your lucky then. Always thought I would of told Lilsis about something like this.

Yeahh...but i’d be scared to how they would react. Sometimes you have to make hard decisions in life,

bad or good. CxDon’t really trust her now. Adz said IF I am do I know who the father would be? Q. Whats he take me for???

Maybe he’s just worried for you.? People say things that they think sounds good,

or supportive but the intent comes out wrong? When they’re worried. Cx

He’s looking out for me I know. Sorry if I’m being boring. For some reason I feel like I can talk to you about it... Do you mind?

No, not at all, i’m happy to help. Cx

Caitlin 513

Creative development

Why use SMS?• The ultimate native platform for

teenagers• Intimate: it mingles with your existing

friends• One to one• Quick: fits teenage lifestyles• Short : good for interaction design• Persistent• Quasi anonymous• Cheap (SMS included in standard

packages)

Developing the story• Conducted focus groups with young

people tofeedback on story development and text ‘language’

• Very iterative process based on feedback

• C4 provide advice and sign-off on script

Marketing

Challenge for Blast Theory as a new audience for us

Developed marketing strategy with Holler (Skins)

Created Ivy Facebook fanpage and Twitter identity

Promoted through T4, literary blogs, youth zines and teen sites

Our target for the trial 1,000 participants – reached 800

Technical developmentCustomised SMS platform developed by Talk Web, Brighton in close collaboration with Blast Theory

Approx 6 months development with continual testing in lead up to live trial for 800 participants in October 2010

Platform enables statistical and data analysis

Blast Theory owns the IP in the platform to ensure future development of SMS projects

Amount of Engagement

Depth of Engagement

“Sorry hun, what if I am pregnant tho – what the fuck would I do?”

Get by I suppose, you've got to do what you've got to do. You're going to have to choose if you want it or not, and you might later think whatever you chose

was a mistake, but at the time it was what you wanted and you're just going to have to remember that whatever you decide.

 

What the fuck does anybody do? You look at the options, face the facts n deal with what ya gotta deal with. There's a shitload of support out there. Yer mum

too...is she someone who,like,listens?

Hepzibah 412

Rob 584

Business development

Developed internal capacity for Blast Theory in• Negotiating IP and rights management• Data protection regulations• Risk management• Project management

Adding value to the organisation through technology R&D and innovation

Learning/issues

Legals and contracting with Channel 4• Utilising SMS• Data protection• Young people and privacy

Marketing and reach• Work with specialists with knowledge and expertise at reaching young people

Ethical issues• How do you invite intimate exchanges about sex and drugs without crossing the boundary?• Issues of trust – the blurring of Ivy as a fictional and ‘real’ character that invites a level of intimacy from the audience

Outcomes

Reached our target audience with proven depth of engagement

Blast Theory now a Channel 4 preferred supplier

Successfully trialed new technology platform

Developed new IP for the company

Potential for the platform to be licensed to other cultural or commercial companies

Full commission of full Ivy4Evr 6 episode series ????

Blast Theory

Julianne Pierce, Executive Producer

julianne@blasttheory.co.ukwww.blasttheory.co.uk@blasttheory