Presentation to the Forum Transmidia, Sao Paulo, Brazil. Covers Robert Pratten's top 5 best practices in transmedia storytelling.

1. Best Practice
in Creating Transmedia Entertainment
Sao Paulo, Brazil Sept 29th 2012
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten

2. Transmedia Storyteller Ltd
“be remarkable”

3. Transmedia’s Top 5 Best Practice

4. Best Practice in Transmedia
Entertainment & Marketing
• Plan for DISCOVERABILITY
• Plan for RETENTION
• Ignite the CORE
• Plan for PARTICIPATION
• Satisfy a range of APPETITES

5. Bake in
Discoverability

6. App for discovery?
Movies (US Theatrical)
600 Units released in 2011
iOS apps (App Store)
300,000

7. Discoverability
• Be remarkable
– relevant
– resonant
– right production value
• Be spreadable
– empower advocates
– free, giftable

8. Tell stories on social media

9. Facebook discoverability

10. Incitement Be surprising, playful and live?
Bristol,UK 2012; by splash & ripple
Incit

11. Be Sticky

12. Audience types

13. TV/Web Series + Open Storyworld
AUDIENCE-DRIVEN
PARTICIPATION on
SOCIAL MEDIA
EPISODIC Video

14. Facebook + TV/Web series
Tony Car Fly Apples
Richard Brian
Script
Tony
Fly
Old Car
Episode 1 : Funeral Episode 2 : Mother’s Day

15. Ignite the core

16. Empower advocates

18. Metrics
• Marketing budget = $0
• Production budget = $500
• Total Net Kindle Revenue (2011) = $1748
• Total shipments on Kindle Jan 1st to Dec 31st 2011 =
972 (retail price at Amazon.com $2.94)
• Number of people connecting to Lauren Ortega on
email = 83 = 9% of total sales
• Video views of Episode 1 (Jan 1st to Dec 31st 2011)
= 4727

19. Sales vs Social Media (Lowlifes)
NB: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also
included email, Twitter, Facebook etc.

20. Sales vs Social Media (Lowlifes)
Tipping point

21. “Big on Facebook/Twitter/LinkedIn”

22. Kony 2012
Ignited core says to curators (with large audiences) “I’m relevant”
Image from http://krishk.com/2012/04/kony-slactivism-justice/

23. Plan for Participation
Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/

24. Audience participation opportunities
FEEL
Companion Actor
Moral dilemmas, Role-play,
meaningful choices provide building blocks
Outsider Observer
Reflection, consideration Exploring, discovering
THINK
DO
What will the audience do? How will they be engaged?

25. Satisfy all Appetites

26. The Walking Dead – from snack to feast
For the commute to work The TV show
Before that night’s show
After the show Something for the weekend

27. The Roswell Experience
Find GPS coordinates of alien
landing.
Daily question emailed to
subscribers for 14 days.
Answers unlocked via check-
in at local stores and points-
of-interest

28. Needs deep dive
Snack
Feast

29. Alien casual game
Text ALIEN TEST to (575) 208 5005
SECRET PUBLIC
You are a PERFECT HOST for
You are an EXHIBITIONIST who
alien explorers. Your
BIRTH seeks celebrity in two solar
willingness to keep an alien
systems. We are wary of you
lovechild and tell nobody has
but we may use you if it suits
been noted and will be
our cause.
rewarded.
You are an EARTH WARRIOR -
KILL You are a SILENT RECLUSE. You
ready to make a stand against
crave alien attention but are
alien invasion and exploration.
afraid to show your affection.
You are not to be trusted.

30. Transmedia’s Top 5 Best Practice
Discoverability
Participation Retention
ignite the Core all Appetites

31. The End
Robert Pratten
robert@tstoryteller.com
@robpratten
USA: +1 415 287 4150
Europe: +44 207 193 4567