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Presentation to the World Innovation Convention, Cannes 2013
Robert Pratten @robpratten
engage through
intrinsic motivations +
design for
active participation
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
The Internet and Mobile Revolution
The consumer has moved on
Affordable solar LED lighting for rural communities in the developing world
http://airpi.es/
The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level
CO affects • character’s mood• tone of tweets & blog posts• game difficulty?
• we have to design experiences that satisfy core human needs
• ie. appeal to intrinsic motivations
• Significance (special, important, unique)
• Certainty (comfort & control)
• Variety (surprise)
• Connection (love)
• Growth (learning, mastery)
• Contribution (giving back)
CommunitySignificanceContribution
ComfortGrowthLearningSurprise
ComfortGrowth
LearningSurprise
Fan Fan
Storyworld
Definition• Requirements
• Goals
• Success Criteria•KPIs, measurement
• Scope•Countries, Territories, Languages, Number of Audience
•Interworking with other companies & technologies
•Timing & duration
•Budget
• Customer
Development• ActSS Define the World•Story, Experience, Premise, Goals, Audience, Platforms, Execution
• One Sheet
• Title, log line, call to action, short synopsis
• Creative direction
• look & feel, tone, mood, age rating, violence, language
• Team
• Risks
• Principal resources
• names and availability
• Principal creative
• Principal technical development
• Inbound: Licensing & copyrights
• Outbound: Franchising, merchandising and licensing
• Community
• management, editorial, legal
• Business Case
Design• ActSS Define the story•Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies
• ActSS Define the Experience•Gaming, Role-playing, Exploring, Observing
• ActSS Define the Execution•Timing, Events, Platforms, Pacing
• ActSS Write Synopsis
• ActSS Develop
Synopsis into Scenes
• ActSS Design the Engagement
• ActSS Design Interaction
• Platform-specific documentation
• Marketing Communications
• Series synopsis & arcs
• Future stories
• Media assets•Video, audio, image, text, mobile, web
• Events & locations
• Merchandise
• Touchpoints•Owned, Paid, Earned
• Languages, countries, geo-restrictions
• Capacity planning
• Controls
Delivery•ActSS Design Operations
•Editorial & Legal processes, Social media guidelines, Community management, Escalation
•Production
•Implementation & testing
• Audience building & community outreach
•Marketing communications
• Advertising, SEO, paid Search, Seeding, PR, Social media
•Launch
•Operations
•Metrics
Define the World
• Story
• Experience
• Audience
• Platforms
• Goal1
• Execution
Define the Story
• Premise
• Themes
• Characters
• Locations
• Periods
• Objects
• Factions
• Hierarchies
Define the Experiences
• Goals
• Gaming2
• Role-playing2
• Exploring2
• Observing2
Define the Execution
• Timing
• Events
• Platforms
• Pacing
5. Write synopsis
• Premise
• Themes
• Characters
• Conflict
6. Develop
Synopsis into Scenes
• Information revealed
• Character development
• Audience quests
7. Design the Engagement
• Personalization
• Actions
• Teams
• Pacing
• Motivations
• Immersion
7. Design the Engagement
• Personalization
• Actions
• Teams
• Pacing
• Motivations
• Immersion
6. Develop
Engagement into Scenes
• Information revealed
• Audience quests
• Character development
5. Write synopsis
• Premise
• Themes
• Characters
• Conflict
8. Design the Interaction
• Platforms
• Media
• Out-of-World
• In-World
• Block diagrams
• User Journey
• platforms
• phases
9. Design the Operations
• Editorial process
• Legal process
• Social media guidelines
• Community management
• Escalation
• Metrics
What will the audience do? How will they be engaged?
Gaming Role-playing
Observing Exploring
THINK
FEEL
DO
Moral dilemmas, meaningful choices
Role-play,provide building blocks
Reflection, consideration Exploring, discovering
Tweet #PASSION
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #WISDOM
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #REALITY
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
Tweet #FREEDOM
Lead a better life - get
connected and help
us build an AppiCiti(www.appiciti.com)
On
line
On
Lo
cati
on
HEAD HEART
EGO SOUL
Transbay “Connected Cities”
+ Uncertainty A
- Uncertainty A
+ Uncertainty B- Uncertainty B
FutureStory 1
FutureStory 2
FutureStory 3
FutureStory 4
We sold $128.74 worth of thrift-store junk
for $3,612.51$128.74
Investment
$3612.51Return
“Life is not measured by the number of breaths we take,
but by the number of moments that take our breath away”
Taking the consumer on an
emotional journey goes from
moment to moment
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
@[email protected]: +44 207 193 4567USA: +1 415 287 4150