James Milward

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Put Simply, We Make: ‘Digitally Accelerated Stories’

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Because really,

WE’RE ALLSTORYTELLERS

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“When emotionally absorbed in character and plot, we are easy to mold and manipulate”

- Jonathan Gottschall, The Storytelling Animal

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PLAYERS FORMATS PLATFORMS

Traditional Media Ecosystem

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STORY = LINEAR

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PLAYERS

Institutional (99%)

BrandsCreative AgenciesProduction Co’sBroadcastersPublishers

Independent (1%)

???Cable AccessIndie Filmakers, Writers and PublishersFan Fiction

FORMATS

22 + 44 min epsMovies of the week:15/:30/:60 Sec SpotProduct PlacementAdvertorialBooks, Mag & Print AdBillboard/shelter, etc. Experiential

PLATFORMS (Delivery Technology)

TVRadioOutdoorPrint

Traditional Media Ecosystem

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Traditional Media Ecosystem

CONTROLLED BY FEW = CLOSED SYSTEM

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ONE WAYCONVERSATION

Traditional Media Ecosystem

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{Character + Predicament +

Attempted Extrication}

LINEAR PROCESS

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BUT THEN...

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MASSCONNECTIVITY

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DEMOCRACY UBIQUITY

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MASSLEVELING

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CHOICE +ENLIGHTENMENT

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PLAYERS

Institutional (60%)

BrandsCreative AgenciesProduction Co’sBroadcastersMedia Publishers

Independent (40%)

Technology PlayersIndividuals AS BrandsAnyone can become a Creative, Producer, Broadcaster + Media Publisher

FORMATS

22 + 44 min eps:15/:30/:60 Sec SpotProduct PlacementAdvertorialPrint AdBillboard

Websites + Blogs Desktop AppsUGC (Vid, Img + Text)WebisodesInteractive FilmsViral ‘Ads’Display AdsMobile AppsConnected TV Apps

PLATFORMS (Delivery Technology)

TVRadioOutdoorPrintExperiential

Desktop BrowsersDesktop OS (for apps)Mobile BrowsersMobile OS (for apps)OTT Tech BoxesConnected TV’sDigital Displays***Google Glasses***Biometrics / Haptics

The ‘New’ Media Model + Ecosystem

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PLAYERS

Institutional (60%)

BrandsCreative AgenciesProduction Co’sBroadcastersMedia Publishers

Independent (40%)

Technology PlayersIndividuals AS Brands

i.e. Anyone can become a Creative, Producer, Broadcaster + Media Publisher

The ‘New’ Media Model + Ecosystem

FORMATS PLATFORMS (Delivery Technology)

Apple = iOS + Apps + iTunes + iPhone/iPadGoogle = Search Engine + Google Adwords + YouTubeGoogle = Android + Apps + Any Device + Goog Store Amazon = Custom Android + Kindle + Product Dist.

Samsung = Custom Android + Connected TV’s***Nike = Fuelband / NikeiPod + NikePlus

& Facebook, Twitter, Pintrest etc, create API’s

Websites + Blogs Desktop AppsUGC (Vid, Img + Text)WebisodesGamesInteractive FilmsViral + Display ‘Ads’Mobile AppsConnected TV Apps

Desktop BrowsersDesktop OS (for apps)Mobile BrowsersMobile OS (for apps)OTT Boxes + ConsolesConnected TV’sDigital Displays***Google Glasses***Biometrics / Haptics

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‘TRUE’ CONVERSATION

The ‘New’ Media Model + Ecosystem

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STORYTELLING EVOLVES

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Exponential growth and changecan create exponential problems...

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COMPETITION

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COMPLEXITY

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LOSS OFCONTEXT

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MORE CHOICE =FRAGMENTATION

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{Character + Predicament + Attempted Extrication}

INTERACTIVE PROCESS

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{Character + Predicament + Attempted Extrication}

INTERACTIVE PROCESS

- Who is this now?

- If users can reach back -

how does this evolve the

predicament?

- If always online, and collaborative - what does this mean to resolutions

of stories?

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CONTROL = ILLUSION

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IF CONTROL ~

THEN~

BE IN CHARGE

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BUT HOW?

STORY + +FORM FUNCTION

We break every project into 3 phases:

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Collaborative Ideation + Interactive Storytelling

Creative, Design + Production

Data DrivenDistribution

A DEFINED ITERATIVE CULTUREWhich has created a unique and proprietary PROCESS for:

NEW PROCESS REQUIRES• New types of teams

• New formats for story connection ‘hooks’

• An iterative approach to execution and refinement

• Proprietary technology, which gets better & better, the more we utilize and deploy

• A distinct ability to monitor / use data to improve results

• Understanding of what connects and matters now, and monitoring / anticipating what will matter next

• A growing, retained audience which we can re-ignite by expanding new narratives

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OUR TEAM IS MADE UP OF:• Strategists

• Creative Producers / Story Engineers

• Art Directors + Designers

• HTML5, Unity, Flash, Front & Backend Developers

• iOS & Android Mobile Developers

• 2 & 3D / Motion Graphics Animators

• Social Media, Distribution & Activation Experts

• Data Driven Story Analysts

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CREATE COMMON ASSUMPTIONS:• No one cares about our story = Need to grab attention

• Characters = Key to attracting empathy & emotion

• Conflict / Predicament = create ‘stop & gawk’ moments

• Surprise = Twist the story, so you can’t look away

• Create a sense of ‘flow’ = Unconscious interaction

• No one has time for our story = Easy / lazy ask

• Users are living double lives = Need to appeal to both

• Aspiration = Users need to share / advocate to validate

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Case Studies

Case Studies:

Stanfield’sInventing a story that takes on a life of it’s own...

Who We Are Our Work Discussion

Who We Are Our Work Discussion

Stanfield’s Reel

http://www.thesecretlocation.com/projects/stanfields-the-guy-at-home-in-his-underwear

Who We Are Our Work Discussion

Who We Are Our Work Discussion

Who We Are Our Work Discussion

Who We Are Our Work Discussion

• In less than 7 days, we reached our goal of 25,000 likes on Facebook and reached 50,000 likes and $50K in 22 days.

• #1 Fastest growing social media campaign in Canadian history

• Pulled in over 750,000 visits over the full 25 days.

• We streamed 3,266,515 minutes of video or 6.2 years

• Received coverage from every major TV network, Newspaper, Radio Station and News Website in Canada

= 42 Million Media Impressions and ridiculous ROI

Stanfield’s Results

• Question why doe this matters to anyone?

• Stories with a purpose are inherently more meaningful to watch

• Cast and big ‘character’, who’s true story was real & unflappable

• Create the right ‘predicament’ that was novel and meaningful

• Let the story take the lead and the brand take the supporting role

• Engage audience in a dead simple ask = ‘Like’ to donate $1

• Plan ahead in detail, and then let the story unravel naturally

• Manage and respond when circumstances change

• Listen to the audience and respond the what they want

• Resolve and celebrate success, with the audience

• Think about how the story continues after you are done running

Stanfield’s Process & Learning

Case Studies:

Big BrotherAdapting behaviour, to augment and engage a totally new story...

Big Brother Case Study & Reel

http://www.thesecretlocation.com/projects/big-brother-canada

On TV:

• 2.7 million Canadians tuning in weekly

Digitally:

• Over 1.3 million hours of streamed live feeds

• Over 23 million page views (over 30% Mobile)

• Record-setting engagement:

• 75,000 registered game users

• 500,000 votes in Power Play / Power Shift interactions

• 85,000 social shares, 53,000 Likes, 45,000 twitter follows

• 1st Canadian TV show to hit #SocialTV Top 10 last season

• Nominated for 2 Social TV Awards (ceremony July 16th).

Big Brother Results

Big Brother Process & Learning• Gaining insight into existing behaviour is critical.

• Don’t invent behaviour - enfranchise existing behaviour.

• The audience already tells ‘the story they care about’ so think about what they care about and then make that your story.

• Make it easier for them to share - and reward them.

• Competition creates great social stories.

• People love to be right and ‘get it right’ in front of friends.

• Creating ways to enable influence over narrative is critical.

• Surprise and twists make people stay longer and come back.

Case Studies:

PlaygroundsCreating utility out of an aspirational story

Who We Are Our Work Discussion

Who We Are Our Work Discussion

• Over 65,000 app downloads in the first 2 months

• 95% Active user engagement and activity within the application

• Red Bull global adoption

• Currently in production, a new mandate for Secret Location to expand and grow the application

Check it out here: http://redbull.ca/playgrounds

Playgrounds’ Results

• Project or a Product? - Decide what’s important about the story

• Characters / Aspiration is the key to sparking interest

• Simplicity is part of the storytelling

• Features & complexity of ‘on-boarding’ audience are problematic

• Tie into a similar story / auience on amplification & partner platforms that matter to the audience you’re hoping to attract

• Learn and iterate as you grow - Product vs. Project means the party never ends - prepare for the long tail of the story to evolve

Playgrounds Process & Learning

Case Study (I wish was ours):

Chipotle ‘Scarecrow’Digital Short Film + Game + Real World Reward

Disclaimer: Secret Location DID NOT Produce this project, we simply admire it.

Project Created by Chipotle and Moonbot Studios

Scarecrow Film on YouTube

http://www.youtube.com/watch?v=lUtnas5ScSE

From the outside looking in:

• Clear commitment to the message and execution at high level

• “Cultivate a Better World" extends existing messaging, and creates a compelling narrative, tying into a cultural undercurrent

• Common purpose makes collaboration successful

• The Brand isn’t afraid to take a back seat to story

• The creative process itself can grab attention and add a layer to the story that give audiences more content to share

• Story can be the gateway one form / format and lead somewhere else, continuing that story in a seamless and more engaging way.

Scarecrow Insights

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IN CONCLUSION

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“Typewriter is a means of transcribing thought, not expressing it.”

– Marshall McLuhan

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We can’t fixate on Technology Platforms or Formats

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STORY gives connectionsmeaning.

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Yet STORYTELLING will continue to evolve.

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REMEMBER...

These formats and platforms are as fluid as innovation and as iterative as

our ability to adapt.

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BE IN CHARGE

And give up the expectation of control

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BE IN CHARGE

And give up the expectation of control

QUESTIONS / DISCUSSION

mail: james@thesecretlocation.com

twitter: @secretlocation

Thank You!

mail: james@thesecretlocation.com

twitter: @secretlocation