designing cross-media entertainment - christy dena
DESCRIPTION
Insights into new forms across many media types and platforms from Christy Dena at the 3rd LAMP residential in Perth 2006 Christy Dena’s current blog & podcast: www.UniverseCreation101.comTRANSCRIPT
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Designing Cross-MediaEntertainment
Christy Dena
Perth LAMP
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Marketing
Tec
hnol
ogy
Content
Businesswww.Cross-MediaEntertainment.com
• Media companies merging to become conglomerates(eg: AOL Time Warner)
• Cross-Media ownership rules(policies to prevent media ownership concentration)
• Augmenting: providing additional, complementary & contradictoryinformation in different platforms
• Stretching: distributing a plot across platforms
• Interoperability: create-once, publishanywhere, everywhere (COPA/E)
• Multi-platform: can run on any OS (Linux,Windows, Mac); hardware; or game console
•Tracking: software that tracks the usage ofa message across online and offline media
• Integrated Marketing: the right mixof media to reach & communicate amessage
• Reaching fragmented consumersthrough multi-platform campaigns
• Aggregated Media Buy: offering allplatforms in a media buy
Audiences
• Audience Fragmentation
• SIMM: simultaneous media usage/mediameshing/concurrent media usage/polychronic
• Contextual Use: audiences use each platform according toaffordances
• Repurposing: republishing the same content on each platform
• Altering: Editing and redesigning content according to the affordances & limitations of each platform
• Adapting: providing versions of your property in different formats and platforms
Cross-Media
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5 Ways to ProduceCross-Media Content
Repurposing
Altering
Adapting
Augmenting
Stretching
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Repurposing
Republishing the same contenton each platform
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Forget the Rules
www.forgettherules.com
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Random Place
www.randomplace.com
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Why Repurpose?
• You don’t have an audience, you haveaudiences over different platforms;
• Your audiences have differentplatform preferences;
• Use platforms contextually;• Surround sound effect;• Internet = global reach, traditional platforms
are monetised & respected by producers…
OZWeb = 14mill
Mobile = 17millDig TV = 820,000
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Altering
Editing and redesigning contentin the same style
according to the affordances& limitations of each platform
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Conspiracy
Nominated for‘Mobile
InnovationAward’ in the
2005 MEFMobile
EntertainmentAwards
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Why Alter?
• Specific to affordances & limitations ofplatform;
• Surround sound effect;
• Attracts new audiences;
• Unique product = new advertising portal;
• Rewards existing audiences;
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Adapting
Providing versions of yourproperty/storyworld
in different formats and platforms
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Lord of the Rings
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The Tulse Luper Suitcases,Peter Greenaway, 2003/…
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The Tulse Luper Suitcases,Peter Greenaway, 2003/…
• Three feature films
• TV series
• 92 DVD's & CD-Roms
• travellingexhibitions
• 2+ books
• 21+ websites
“The whole projectis an attempt to
make a gatheringtogether of today's
languages, toplace them
alongside oneanother and get
them toconverse....”
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The Tulse Luper Journey
“This game is part ofthe search for acrossover format thatbreaks the boundariesand rules that have beenimposed by film, theatre,books, games and othertraditional media.”
“The Tulse Luper Journey. Is it a game, a movie, or something else?”
gamewww.tulseluperjourney.com
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The Tulse Luper Suitcases,Peter Greenaway, 2003/…
• Three feature films
• TV series
• 92 DVD's & CD-Roms
• travellingexhibitions
• 2+ books
• 21+ websites
“The whole projectis an attempt to
make a gatheringtogether of today's
languages, toplace them
alongside oneanother and get
them toconverse....”
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New Media Arts
a-life art | advergaming | ascii art | alternate reality gaming | animated poem | audioart | blog fiction | bot fiction | code poetry | collaborative writing | computer
games | computer hypertext | conversational adventures | digital cinema | digitalinstallation | digital text | e-books | electronic literature / e-literature / e-lit |electronic poetry | e-poetries | email fiction | enhanced television | ergodicliterature | expressive ai | first-generation hypertexts | flash fiction | fractal
holopoetry | game art | hypertext | hypertext fiction | hypertext poems | hypertextpoetry | holopoetry | hyperpoem | hyperpoetry | insyn | interactive cinema |
interactive comics | interactive drama / idrama | interactive fiction / if | interactivestories | interactive storytelling | interactive television | ITV | immersive games |lag art | locative arts | locative media | location-based media | literary hypertext |
machinima | mobile art | mobile media | mobisodes | net.art | networkedperformance | new media installation | new media text | online game | persuasive
gaming | pervasive gaming | pervers-ive gaming | phone art | political games |powerpoint art | public play | robot art | runaway game | second-generation
hypertexts | serious games | serious hypertext | sms art | software art | tacticalmedia | telepresence art | text game | text adventure | transgenic art | transmedia
storytelling | unfiction | video art | video game | videotext animated poem | visualpoetry | vrart | vrml poems | webisodes
to name a few…
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Why Adapt?
• Audiences have different formatpreferences;
• Attracts new audiences;
• Provides new ways to experience thestoryworld;
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Augmenting
Providing additional, complementary &contradictory information
in different platforms
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The Matrix
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Hollyoaks, Channel 4
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Hollyoaks, Channel 4• You can watch highlights of recent episodes by
checking out HOLLYOAKS Bitesize;• Behind the scenes of the show in
HOLLYOAKS XTRA;• Download HOLLYOAKS Weekender: brand
new mobile-only episodes boasting exclusivestorylines.
• SMS from characters• Hollyfiction (fan fiction)• Advice from a character ‘dear becca’• Polling• Wallpapers, screensavers• Tiny overview of previous and upcoming
episodes• Listing of music played during episodes
www.hollyoaks.com/
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Why Augment?
• Satisfies & Rewards fans;
• Attracts new audiences;
• Provides new ways to experience thestoryworld;
• Creates depth;
• Persists engagement;
• Drives audiences across platforms…
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Stretching
Distributing plot/message across platforms
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Homicide
Homicide.com(ep. 113)Aired 5th Feb, 1999,NBC The Homicide crossover is another
milestone in showing "that we can reallyexpand the horizons of what's possible,"Tom Hjelm says. "The end game? In my
perfect world, every show would haveproducers from the online side sitting
down at the same table with the rest ofthe creative team. Interactive elementsshould be built into every show we do."
www.inplainsite.com,Apr 27, 1999,
Internet Archive
Homicide:Second Shift3rd, 4th & 11th Feb, 1999
http: //www.nbc.com/homicide
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Alternate Reality Games
Art of the Heist (Audi)• 500,000 story participants• 2 million unique visitors to AudiUSA.com• 45 million+ PR impressions (McKinney-Silver) The Beast (Microsoft & Dreamworks):• 3 million+ players all over the world• With ‘well over 300 million impressions through coverage in mainstream media’ • Best Idea, New York Times Magazine• Best Website, Entertainment Weekly• Best Advertising Campaign, Time MagazineI Love Bees (Microsoft):• 2 million+ players worldwide• “[w]idespread coverage in the gaming press and beyond, including stories in the New York Times, CNN,
the Australian Broadcasting Corporation, Wired, La Presse, and the London Times”• $125 million opening day [of Halo 2] eclipsed “Spider-Man” record for biggest opening weekend box office
take (Becker, 2004)• Best Games-Related Site, Webby Award, 2005• Innovation Award, Game Develops Choice Awards, Game Developer Awards, 2005
(All stats from 42 Entertainment unless otherwise indicated)
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The BeastMicrosoft & Dreamworks, 2001
• Described by Internet Life magazine asthe ‘Citizen Kane of onlineentertainment’ [Stewart, S]
• Played by over 3 million people (evenlymale and female) all over the world;
• With ‘well over 300 million impressionsthrough coverage in mainstream mediasuch [as] Time Magazine, CNN, and USAToday, as well as from niche outlets suchas Slashdot, Wired, and Ain't it CoolNews’ [4orty 2wo Entertainment]
• Awards:– Best Idea (New York Times Magazine)– Best Website (Entertainment Weekly)– Best Advertising Campaign (Time
Magazine)
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ReGenesis Extended Reality GameXenophile Media, 04-06
www.regenesistv.com
Canadian New Media Award for BestCross-Platform Project of 2004
FITC Design & Technology Awardfor Excellence in Convergence
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Lost, ABC
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Lost > Sites
www.lostlinks.com
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Lost ARG: The Lost Experience
“When you're up against a juggernaut like'American Idol' of course the ratings are going to
take a hit, but we're still performing well,"
"But we're going to continue to put our resourcesbehind our programs to keep people engaged.
"It's something we have to do . . .it's a competitive world, and we don'ttake for granted that 'Lost' is a hit."
[Mike Benson, ABC's senior VP/marketing, NYTimes]
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Why Stretch?
• Drives audiences across platforms;• Unique, exotic;• Challenging;• Prob = losing audiences, unfinished plot;• Approach:
– Dependant;– Self-sufficient;– Clustered
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Call to Action Cycle
1. Primer: prepare and motivate theaudience to act
2. Referral: provide them with the meansand instructions on how and when to act
3. Reward: acknowledgeand recompense their action
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Finding Neverland
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Dove’s Campaign for Beauty
Sunday 5th Feb, 200645sec TVC
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Visual acknowledgement in that theimages on the webpage match thegirls in the ad, so I know I'm in theright place.
I can donate to the fund, whichallows me to follow through onmy intention to help (if that is whatgoing to the website means).
I can watch the ad and email it to afriend.
There is also the opportunity toshare my views in the forum anddownload a pdf of a "mother-daughter workbook".
The reward with this site isobviously very personal as well, inwanting to help a young girl feelbeautiful the visitor is also wantingthemself to feel beautiful now, andeven is helping the girl they were.
Help Dove help young girls
"feel good about themselves“
and "see how beautiful”
they are.
Provides a link to do so with:
"help us, get involved
at campaignforrealbeauty.com“
URL is 'in-story'
Good reason to act, bundling a
mouse-click with activisim and
self-esteem.
In this referral, going to the
website is not about finding out
more, or getting the last bit of a
sequence, it is a statement, a
personal affirmation.
'Campaign for Real Beauty' ad
(45 sec) calls for your
assistance in letting young
women improve their self-
esteem and feel beautiful.
Motivations are distributed
throughout the ad, building
with the statement (super): "let's
change their minds"
(referring to girls who feel ugly).
The primer is a heart-wrencher
that is calling for action from the
beginning, not just at the end of
the ad.
RewardReferralPrimer
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Dove’s Campaign for Beauty
• 7,000 people logged on to the websitewithin 10 minutes of the ad airing[Horovitz, 2006a]
• 1,600% increase between 7pm Sun -2pm Monday as compared to anaverage 24hr period[Horovitz, 2006b]
• 251% increase in daily visits [Hitwise,2006]
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Motivations to Act:
Buy
Vote
Information
Choose and ending
Help a character…
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Sofia’s DiaryBeActive, Portugal, 2002/…
• Stats (as of 2004)– Website:
• 1.2mill page views/month• 310,000+ unique visits/month• 26,900+ newsletter subscribers
– Mobile:• 600,000+ SMS• 300,000+ calls
– Books:• 45,000 books in 7 months;
– CDs:• 10,000+
– Emails received:• 1,200/week
– Ragazza Readers:• 110,000/month
– Radio Show:• 300,000+ listeners/day
– TV Show: ??
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Sofia’s DiaryBeActive, Portugal, 2002/…
• Most used facilities:– Not voting;
– Emails (receives over 1,200 emails per week);
– Subscribe to SMS/MMs service to receive“personal” messages;
– “Sofia’s “fans” prefer that Sofia “decides” theirlives than the other way around.”
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Choreography of Rollout
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Contact
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Rollout Considerations
Narrative Technology
Format
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SMS SugarmanWithin 4-6 weeks• 1 month prior to Premier Release:
– 20 three (3) minute “episodes” of the film starts (20 days prior to the Premier Cinema release).– Each subscriber gets a personalised BARCODE
• Premier:– The last 10 episodes (15 minutes) will only be available to be seen at the Ster-Kinekor cinemas
(tbc). Everyone who has downloaded the “episodes” or bought the package can come to theExclusive Premier for free, 3 days before the Cinema release, with their BARCODE;
– Barcoded Mobile TV guests will be given their DVD specials – a discounted voucher etc• Cinema/Theatrical Release:
– The theatrical version will play selected cinemas;– Length of run should be limited to 2 weeks;
• DVD Release:– DVD will release 2 weeks after Cinema release;– Entire Mobile TV version is available at same time;
• Pay TV/M-NET Release:– 1 – 2 weeks after DVD release, the TV version is broadcast
• Free TV Release:– 1 – 2 weeks after Pay TV release
• Internet Release – on www.sugarman.com and www.video.google.com– Interactive Internet version (downloadable and streaming) available on day and date of DVD
release
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Art of the H3ist Dissection: Launch
Day One16 March
D2 Day Ten25
March
D3 D4 D5 D6 D7 D8 D11D9 D12 D13 Day 14 29
March
D15 D16 Day 17April 1st
D18 D19 Day 20April 4
Stor
ywor
ldG
amep
lay
Met
a
OfficialLaunch
Break-invideo
Auto ShowIn-gameAds
Storysites
Forums,Trail,Guide,Wikis,Blogs,RSSFeeds
ARGNannounce
Print Ads in: Wired,Esquire, Robb Report,USA Today, The NewYorker…
Blogs: Kuro5hin,MetaFilter, GearLive,Museum of HoaxesPortaGamehughhewitt.com, dailykos,lockergnome, The NewYorker Times...
Day 22April 6
Stolen A3 Blog
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Art of the H3ist Dissection > POEs
RabbitHole
Hardcore ARGplayers
Blogs: Kuro5hin,MetaFilter, GearLive,Museum of HoaxesPortaGamehughhewitt.com,dailykos,lockergnome, TheNew Yorker Times...
Print Ads in: Wired,Esquire, Robb Report,USA Today, The NewYorker…
NYC InternationalAutoShow
Atom Films,iFilm
Pivot Point
51%
AudiUSA.commicrosite
Stolen A3BlogNisha Roberts
movie
Trigger Point
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Cross-Media Entertainment
www.cross-mediaentertainment.com
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Exercise
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