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Presentation to ,[object Object],Ubiquitous Media Studio,[object Object],Palo Alto, California,[object Object],Robert Pratten,[object Object],Founder, TransmediaStoryteller.com,[object Object],13th October 2010,[object Object]
About me,[object Object]
…and in the recent past…,[object Object]
Current project: Lowlifes.tv,[object Object],One story, three perspectives.,[object Object],Told over three platforms: novella, web series, blog.,[object Object]
This presentation,[object Object],Intro to transmedia: basic concepts,[object Object],what is transmedia storytelling? ,[object Object],types of transmedia storytelling,[object Object],why is "transmedia“ so popular?,[object Object],Design principals for transmedia experiences ,[object Object],deciding what your goals are,[object Object],designing to achieve the goals,[object Object],how might we employ AR in an transmedia experience?,[object Object]
Part 1: Introduction to Transmedia,[object Object]
Transmedia storytelling,[object Object],…is telling a story across multiple media and, although it doesn’t always happen, with a degree of audience participation, interaction or collaboration…,[object Object],...with each additional media heightening the audience’ understanding, enjoyment and affection for the story.,[object Object]
Transmedia storytelling ,[object Object]
Story and storyworld,[object Object]
Types of Transmedia,[object Object]
Franchise transmediamultiple platforms create a collection of individual experiences,[object Object]
Portmanteau transmediamultiple platforms contribute to a single experience,[object Object]
Why Transmedia,[object Object],Millennials/GenY expect it:,[object Object],simultaneous multi-platform consumption of media,[object Object],multiple media ,[object Object],More audience touchpoints to aid discovery in world exploding with content,[object Object],Increased penetration of sales to existing audience,[object Object],Consumers actively avoiding ads: therefore brands seeking truly engaging experiences,[object Object],Exciting and fun: oceans of uncharted water to explore,[object Object]
Part 2: Designing your Experience,[object Object]
Anatomy of a transmedia project,[object Object],The Story,[object Object],genre, characters, location, time, plot etc.,[object Object],The Experience ,[object Object],timing (commercial, context, practical),[object Object],platforms (media, technology, physical),[object Object],location (online, offline, geographical),[object Object],agency (interactive, affecting, collaborative),[object Object]
Transmedia projects,[object Object],Story,[object Object],Gaming,[object Object],Participation,[object Object]
Storytelling Cube (RaphKoster & Rich Vogel),[object Object],Control: How much freedom does the audience have to create their own experience and how much control will you have as the author?,[object Object],Impact: What long-lasting impact will the audience have on the evolution of the experience?,[object Object],Context: How much of the experience is based in a fictional world and how much exists in “real life”?,[object Object]
Transmedia Radar Diagram ,[object Object],Story (strength, depth & authorial control) ,[object Object],Real-world (pervasive, built around fact),[object Object],Gaming (goals, puzzles, challenges, trophies),[object Object],Participation (contribute, change, co-create),[object Object],Story               = importance of narrative, depth of world & degree of authorial control,[object Object],Real-world    = extent to which story-experience pervades real locations & times,[object Object],Participation = ability of audience to change or contribute to the story-experience,[object Object],Gaming          = audience has goal,  use of puzzles, game mechanics (trophies, levels, leader boards etc.),[object Object]
Transmedia Project Development,[object Object],Story,[object Object],Audience,[object Object],Experience,[object Object],Business,[object Object],Model,[object Object],Platforms,[object Object],Execution,[object Object]
Transmedia Project Development,[object Object],Story,[object Object],Audience,[object Object],Experience,[object Object],Business,[object Object],Model,[object Object],Platforms,[object Object],Execution,[object Object],AR fits here ,[object Object]
Part 3: Use of Augmented Reality,[object Object]
Approaching Augmented Reality,[object Object],How might the story be best served with this platform?,[object Object],What experiences can I create?,[object Object],What content can I deliver?,[object Object],How does it fit within the storyworld?,[object Object],What business model opportunities are there?,[object Object],What audiences will be excluded/ included?,[object Object]
Augmented reality – when, where, how?,[object Object],Home,[object Object],Home                           Away,[object Object],Tablet,[object Object],Tablet,[object Object],Public screen?,[object Object]
AR,[object Object],Call-to-action,[object Object],AR marker (offline to online),[object Object],Narrative (video, animation, audio),[object Object],Add interactivity to non-interactive media,[object Object],Provide contextual story,[object Object],Exploration,[object Object],Provide contextual content,[object Object],location-based content ,[object Object],Provide audience with tools,[object Object],gaming,[object Object],role-play,[object Object]
Lowlifes.tv,[object Object],Lowlifes.tv is a book, video series and blog,[object Object],Authorial control is the dominant feature,[object Object],No game or puzzles even though there’s some mystery in the storytelling and a few content “clues”,[object Object],Experience has strong link to San Francisco with exploratory content coming from real-world sources such as wikipedia, SF crime map etc.,[object Object],There’s a forum to influence future stories and the development of the character but this experience is “on rails”,[object Object],AR & mobile used to provide additional narrative content (sub-plot in video, audio, images) that enriches ownership of paid content (book & ebook) and exploratory content (wikipedia, coalition on homelessness in SF),[object Object],Story,[object Object],Real-world,[object Object],Participation,[object Object],Gaming,[object Object]
Infection: AR mobile game,[object Object],Location-based mobile game in which AR is used to identify infected areas of a small neighborhood. Teams complete to “clean-up the ‘hood” or “infect the ‘hood“within a 60 min time window: point mobile camera, see infection, zap infection, get points or see no infection, create infection, get points.,[object Object],Story is used to establish the premise for the game but from then on players make their own entertainment choosing how to progress through the streets and extent of role-play,[object Object],Players have no ability to change the rules of the game or contribute content,[object Object],Story,[object Object],Real-world,[object Object],Gaming,[object Object],Participation,[object Object]
CyberKiller,[object Object],Comic book series and feature film provides strong narrative thread that ties together all aspects of content.,[object Object],Game mechanics used to encourage collection of content and to establish “super fan” bragging rights plus puzzles and PvP used to test knowledge of storyworld to win prizes ,[object Object],Some participation in the storyworld in that fans allowed to submit fan fiction and upload artwork but is mostly outside canon,[object Object],Opportunity for real-world LARP at meet-ups which again feeds into game,[object Object],AR used to provide community with  fun and role-play tools  - facial-recognition overlays cybernetic endoskeleton on real faces ,[object Object],Story,[object Object],Real-world,[object Object],Participation,[object Object],Gaming,[object Object]
Lowlifes.tv  - AR marker at end of chapter reveals clue that creates suspense,[object Object]
AreYouAwake.tv,[object Object],http://social.areyouawake.tv,[object Object]
Transmedia Storyteller,[object Object],Robert Pratten,[object Object],twitter.com/zenfilms,[object Object],www.transmediastoryteller.com,[object Object]

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Transmedia and Augmented Reality

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