ketchum pleon about heros and storytelling

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This is the Titel of your

Presentation Here is your Subtitel or Titel

Please start with a picture on the front page (fill the green area)

Workshop Nr. 3:

Wo ist eigentlich der Held?

Digital Storytelling

Referenten: Petra Sammer, David Nelles

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Brauchen auch

Sie einen

Superhelden?

Wir denken: ja!

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Erfolgreiche

Kommunikation

braucht neue Helden

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Official Press Release BMW 6 Series Coupe Concept: Fascinating vision: BMW Concept 6 Series Coupé.

The BMW Concept 6 Series Coupé is a fascinating vision that blends traditional values with innovative design language. This concept model,

unveiled for the first time at the 2010 Mondial de l’Automobile in Paris, showcases the experience the brand has acquired in more than 70 years

of building sporty and elegant coupés. It also paves the way for a new, aesthetically powerful and dynamic interpretation of this breed of vehicle.

With the BMW Concept 6 Series Coupé, the German premium carmaker is presenting a new definition of luxury-class 2+2-seater driving

enjoyment and exclusiveness.

The powerful proportions and sporty yet elegant lines of the BMW Concept 6 Series Coupé provide the perfect packaging for its dynamic

performance and personality. All the classic hallmarks of a BMW coupé are present, including the stretched bonnet, the short front overhang, a

passenger compartment set well to the rear, and a low silhouette incorporating a dynamically flowing roofline. The principal bodywork lines run

the full length of the concept model, and there is a strong sense of stylistic unity between all the different parts of the vehicle. The lines and

surfaces seem to ripple out in a dynamic, pulsating wave.

Eye-catching features of the concept model include the new LED headlights, which combine the typical BMW twin round headlight format with

innovative lighting technology. The all-LED design, featured for the first time on a BMW, produces a strikingly bright white light with very sharp

and intensive road illumination. The functionality includes Adaptive Headlights, i.e. the headlight beam follows the road at all times. The LED rings

for the daytime driving lights accentuate the characteristic, unmistakable BMW front-end styling.

The interior of the BMW Concept 6 Series Coupé conveys functionality, elegance and exclusiveness. The fluent lines and smooth transitions in

the cockpit area produce an ambience that extends to the whole interior, embracing both the front- and the rear-seat occupants. The driver-

centric interior design is typical of BMW and a hallmark of a sports coupé. Keynotes are the exceptionally stylish design in the centre console

area and, providing a further innovative touch, the freestanding 10.2-inch iDrive Control Display in the centre of the instrument panel. The concept

model is also equipped with the Head-Up Display system that offers world-beating functionality and display quality. For maximum listening quality,

the hi-fi system was designed especially for the BMW Concept 6 Series Coupé using high-quality components from Danish audio systems

specialists Bang & Olufsen.

A proud tradition: the BMW coupé.

As a byword for sporty driving enjoyment, coupé models have a special place in the history of the BMW brand. The BMW Concept 6 Series

Coupé is the latest chapter in a tradition which stretches back 70 years and is richly packed with memorable racing wins and many legendary

icons in automotive design. Milestones in this evolution include the BMW 327 and BMW 327/28 models, the racing coupés based on the BMW

328, the BMW 503, the BMW 3200 CS, the BMW 2000 CS, the large coupés based on the BMW 3.0 CSi and, from 1976 onwards, the BMW 6

Series models.

Gestern

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Heute

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Gestern

• Text

• Information

• Produkt

Heute

• Bild

• Emotion

• Story

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Storytelling:

5 Steps Model

©Ketchum

Pleon

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Roles Storyline Hooks Output Desires

Every

story needs a Reason to be told.

Every story needs one main character.

Every story starts

with a Conflict.

Every story gains Attention. Every

story deploys Viral Power.

Storytelling: 5 Steps Model (©Ketchum Pleon)

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Storytelling: 5 Steps Model ©Ketchum Pleon

He

ro

Tra

nsf

orm

atio

n

Em

otio

n

Me

dia

Me

an

ing

ful B

ran

ds

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Best Practice gefällig? Philips Wake up light

Watch a great story: http://www.youtube.com/watch?v=jMm4TXXTpIg

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Pictures are

the new

Heroes

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• 2011 wurden 10% aller Fotos

aufgenommen, seit Erfindung der

Fotographie

• Facebook: 140 Milliarden

Tumblr: 11 Milliarden

Flickr: 6 Milliarden

Instagram: 150 Millionen

• In Facebook werden Bilder 5 – 10 mal

mehr „geliked“ und geteilt als Texte und

links

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Watch great stories in pictures: www.whatmakeslovetrue.com

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Watch great stories in pictures and music: http://de.burberry.com/store/acoustic/#/acoustic

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Find your mood and your picture: http://moodstream.gettyimages.com/

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Welcome to

the

Entertainment

Business

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A new way of storytelling: http://bear71.nfb.ca/#/bear71

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Eine – eine - Hauptfigur macht den

Unterschied.

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Climax

The Bad are dead

The Good are saved Happy End

Turningpoint

1 Hero + 1 Problem

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Start of Frame

End of Frame

Story-Loop 1

Story-Loop 2

Story-Loop 3

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Moderne Geschichten durchbrechen

Muster.

Moderne Marken durchbrechen

Muster.

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New Rules of

Storytelling

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Source: http://www.slideshare.net/Method_Inc/sxsw-

brandsas-patternsfinal

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Transmedia Storytelling

Book Movie Game

Book Movie Game

The whole is only the sum of its parts.

Dissatisfying: conclusion to consuming all media.

The whole is more than the sum of its parts.

Satisfying: euphoria of collecting the pieces.

Traditional Media

Franchise

Transmedia Media

Franchise

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Batman vs. Siemens /answers

Comic Movie Game The Matrix Corporate

Website

YouTube /answers

Facebook/

Twitter

Watch this:

http://www.siemens.com/answers/

de/de/stories.htm#/license-hd

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story

topic

Siemens: The technology pioneer that

helps people

change their world for the better.

hero

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http://www.siemens.com/entry/cc/de/

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http://www.facebook.com/answersmag

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Der YouTube Channel Siemens \answers ist

„Hauptmedium“ der Dachmarke und präsentiert 20

Filme (Planung 36 bis Ende 2012)

http://www.youtube.com/answers

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http://www.twitter.com/answersmag

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Corporate

Contextualization

Story Community

Contextualization

Corporate Webpagwe tells technical contextualized story:

What is the technical innovation behind the story?

> technical innovation perspective

Dialog and Community Media like Facebook picks up the story on more broader level and embracing third party content > what is you personal effect (gamification) / twitter to drive traffic

Youtube is story host:

• How does Bosch

technology support mankind?

> global perspective

http://www.youtube.com/answers

http://www.siemens.com/entry/cc/de/

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Best Case Transmedia Storytelling (1)

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“Die Zukunft der Medien ist

multiperspektivisch. Geschichten

werden in Zukunft nicht mehr von

einem Autor in einem Ursprungsmedium

erzählt und dann in den anderen

wiederholt, sondern simultan von vielen

in allen Formaten weitererzählt:

Transmediales Erzählen.” (TrendUpdate 12/2011)

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Wo sind die Helden?

David Nelles, Senor Social Media Strategist

#digital #conqueror #strategist

#enabler #conversationalist

#crossmedia #web1.0

#corporate

Petra Sammer, Partner | Chief Creative Officer

twitter.com/PetraSammer

www.kreativ-

block.blogspot.com