cross media storytelling
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creating the audience experience
cross media storytelling
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cross media storytelling
integrated experiences across multiple media, including internet, video and film, broadcast and cable TV, mobile devices, DVD, print and radio.
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cross media storytelling
cross media experience: involves audience interactivity
an experience that we “read” by watching movies, reading a novel, playing a game, riding a ride.
multiple delivery channels: stimulating all senses
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watching: (moving pictures) TV, mobile
phone, laptopreading: book, mobile,
kindle, ipad
cinemaTV
theatre
handheld gamemobile device
laptopipad, slate
kindle: interactive fiction
multiplayer gametheatre
ipad/slate
PERSONAL SHARED
PASSIVE
INTERACTIVE
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ENGAGEMENTnew cross media
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cross media communications
requires a pro-active role by the audience to interact with the experience and get more directly engaged and involved.
branding a product
call to action for causes
experience the message
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story and play
story: narratology
play: ludology
cross media experiences are a combination of both. the various media are involved and tied together with a story that travels across all of media.
to follow the story the user/reader has to engage across media and get involved with each.
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cross media storytelling
participatory
cross media experiences engage user/readers to be more actively involved in the media experiences and are rewarded with more awareness and ownership.
As users/readers become a part of the cross media communications they have more at stake in what happens and can possibly influence the results
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cross media storytelling
mixed media: combining several media together in a collage of one experience
artistic collage: photographs, paint, paper
performance: acting on stage, lighting, film, and live music
mixed media: diversity of different media experiences that are related.
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cross media storytelling
Connectivity
ability to get online and have a highspeed, broadband connection that enables media to be experienced with a fair degree of ease and success
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cross media storytelling
Ubiquity
an experiences we can have whenever we want.
always have media content at our fingertips
allows for cross media experiences to be as much, or as little, a part of our daily lives as we like.
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cross media storytelling
RETRO-ACTIVE PRO-ACTIVE
design and development take place with an established story and related media experiences are interwoven with the existing media.
full campaign tie-ins based on supporting media experiences
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books & print media
role of books and print media in cross media storytelling
discursive: books are mainly linear and provide a progression through a story.
good at serving as guides through the rest of the cross media
canonical and can be used to verify and validate the story as it moves across the media
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magazines & newspapers
magazines and newspapers
wide exposure through articles, reviews and paid articles
enable cross media experiences read access into our lives by being available at grocery stores, convenience stores etc.
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magazines & newspapers
daily, weekly, monthly
availability/ accessibility
allows pacing to be set for the cross media experience
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print advertising
print advertising
raise awareness of the cross media communication
used to plant clue to draw fans deeper into the experience
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serial
regular schedules of magazines and newspapers make them ideal for creating serial content that pulls us back again and again for each installment.
the serial nature of magazines and newspapers aids in setting the tempo of a cross media experience as we keep returning to learn more.
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print vs. digital
competition for electronic and digital media
print magazines and newspapers dwindling/dying
new business models
delivery, access, content, archives
a new and evolving space.
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electronic media
television
radio
movies
music
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electronic media: broadcastreal time
most effective way to reach large audiences
major networks (ABC, CBS, NBC) & cable networks
Broadcast media: TV & radio: no lag time
broadcast >> cable on demand, more content
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electronic media: movies
tent pole experience: leveraged on one main feature, extending through different channels.
blockbuster hits can still attract a lot of media coverage and garner enough attention to draw us into a world beyond the movie.
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electronic media: music
music can be found in almost every types of media as well as standing on its own.
important component to the experience of movies, television and games.
shapes media experience
affective: sets the mood effectively
soundtracks: memorable
replay, portable
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transformation of television
television: primary experience based on time segments and pre-packaged audio visual units (film & video tapes)
limited “live broadcasting” - janet jackson
speaks to issues of authority & control
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transformation of television technological: digitalization, interactivity, slivercasting,
environmental: the changing media landscaping
regulatory: neo-liberal logic of deregulation
economic: new platforms, new players, new interests
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reframing television
evolution of application technology to media asset
webcams, surveillance cams, oprthoscopes, video phones
liveliness: twitterTV
teleVISUAL:
online integration: playstation, netflix, PS3, appleTV
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digital generation
no fear of technology
consume media with all of their senses
they don’t want to just interact: they want to create
expectation: an experience that will be more than TV, books or movies
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what is more?
more: the way the child ingests, uses and manipulates the content, making it unique and her own
how she will overlay the various forms of the same story, or perhaps different stories with a thread of similarity that only she gets.
reading-chatting online-playing a game-watching tv...all at the same time.
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synergy
the multiple formats have to work together seamlessly
develop content for all forms simultaneously
forms are based on a story but significantly different from each other and deliver a different user experience.
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individualized experience
seek ongoing dialogue
create online community that mimics the places in the stories, allowing them to play within that space and imagine who they might want to be, if not themselves
immerse them in a brand, inviting not only to participate but to create their own reality.
provides a dynamic experience that makes products/stories alive and ever changing.
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case study:
While we believe that actions usually speak louder than words, we also value the power of story telling and the clarity and intimacy that good environmental writing can bring to our community.
Our environmental feature stories are such testaments, reflections, rants and raves. Colleagues, activists and friends are here, lending their voices to our stubborn and ongoing work for wilderness preservation.
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simplicity.
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telling the story.
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investing in the story.
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committing to the story.
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living the story
HTTP://WWW.YOUTUBE.COM/WATCH?V=CWBZ_PXYC0A
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mobile storyPatagonia in your Pocket
Download the new Patagonia iPhone App and get full access to Patagonia clothing and gear right from your iPhone.
Download the Patagonia iPhone App for free
Shop the Patagonia line from your iPhone
• Shop for Patagonia products, including Web Specials and seasonal sale items• Fill and manage your shopping cart from your phone• Shop by Category, Sport, search by product name or style number• See product views in all colors — on-model views also available• Find complete size & fit information• Zoom feature for detailed viewing on your iPhone• Find customer ratings and read product reviews• View related sport videos• Quick-fill address fields with information imported from your saved contacts• Find carbon footprint information on many products• Share gift ideas and suggestions with friends via email or Facebook• Follow Patagonia on Twitter
Receive timely notifications
• Receive alerts about sales, new product releases and promotionsFind a Store
• Use your location to find the store nearest you, get directions and view area map• Get store hours and contact information
Download the Patagonia iPhone App for free
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sharing the story
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listen to the story.
Buy a song, save the planet. That's the grand notion behind Patagonia Music, an initiative being launched by a former world-class rock climber, more than 100 musicians and dozens of environmental organizations.
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writing the story
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the micro script rules
IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS,
IT’S WHAT THEY REPEAT
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rule 1: its what they repeat
TO COMMUNICATE YOUR IDEA IN A DIGITALLY POWERED, HYPER-CONNECTED WORLD, IT’S NOT WHAT YOU TELL PEOPLE OR EVEN WHAT THEY HEAR THAT DRIVES COMMUNICATION. IN THIS WORLD, WHAT’S MOST IMPORTANT IS:
IT’S WHAT PEOPLE WANT TO REPEAT AFTER THEY’VE HEARD YOU.
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rule 2: every screen is a word of mouth machine
WITH WOM, EITHER TRUST COMES FIRST OR THERE WON’T EVEN BE A CONVERSATION, WON’T BE TRIAL,
WON’T BE ANYTHING
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rule 3: what they want to repeat are micro scripts
IT’S THE QUICKER-PICKER UPPER.
NOTHING GETS BETWEEN ME AND MY CALVINS?
WHAT WOULD JESUS DO?
LOCATION, LOCATION, LOCATION.
WHAT HAPPENS IN VEGAS STAYS IN VEGAS.
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the micro script rules
Q: BUT ISN’T A MICRO-SCRIPT JUST A CATCH PHRASE OR A SOUND BITE?
A: SURE, BUT IT’S MUCH, MUCH MORE—A VERY SPECIAL KIND OF SOUND BITE.
IT’S A STORY BITE
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the micro script rules
THE KEY FOR ANY COMMUNICATOR IS THAT, ONCE YOU HAVE YOUR BIG IDEA, YOU HAVE TO
LEARN TO EXPRESS IT IN MICRO-SCRIPT
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the micro script rulesIT EITHER TELLS A WHOLE STORY OR PROVIDES A PIECE OF A STORY THAT FITS TO ONE ALREADY RUNNING IN THE BRAIN.
IT’S USED TO INFORM, IMPRESS OR INFLUENCE, SO IT MUST CONTAIN JUST ENOUGH INFORMATION TO PERSUADE ANOTHER PERSON TO CHANGE A MIND, OR HAVE PERMISSION TO ACT.
FRIENDS DON’T LET FRIENDS DRIVE DRUNK.
IT’S FINGER-LICKIN’ GOOD.
GUNS DON’T KILL PEOPLE, PEOPLE DO
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big rule 4: Build Them on a Dominant Selling Idea
THE DOMINANT SELLING IDEA IS THE SINGLE MOST UNIQUE, IMPORTANT AND OWNABLE ADVANTAGE THAT YOU CAN CLAIM THAT OTHERS CAN’T (OR DON’T). IT’S YOUR SINGLE BEST DIFFERENTIATING ATTRIBUTE—THE DIFFERENCE THAT MAKES THE DIFFERENCE. IN MARKETING TEXTBOOK TERMS, IT IS BRAND POSITIONING BROUGHT TO ITS SHARPEST, MOST SPECIFIC EDGE.
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the micro script rules
SAFEST CAR.
THE DENTISTS’ #1 TOOTHPASTE.
THE WORKING MAN’S FAVORITE BEER.
THE FASTEST HEADACHE PILL.
THE LONGEST-RANGE JUMBO JET
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the micro script rules
FROM NOW ON, THE BEST BRANDS WILL BE BUILT WITH FEWER, SIMPLER ELEMENTS
FROM THE GROUND UP.
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the micro script rules
IT’S NOT WHAT PEOPLE HEAR THAT REALLY MATTERS,
IT’S WHAT THEY REPEAT
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