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Storycode Paris - Lessons Learned from Murmur

Date post: 11-Jan-2015
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Mike Knowlton from Murmur and cofounder of Storycode NYC was in Paris on April 7th, here's what he shared with us.
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LESSONS LEARNED
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Page 1: Storycode Paris - Lessons Learned from Murmur

LESSONS LEARNED

Page 2: Storycode Paris - Lessons Learned from Murmur
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STORY AS SOFTWARE

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Page 5: Storycode Paris - Lessons Learned from Murmur
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WHAT WORKED

‣ Promoting a new form (“social film”) as opposed to just a project !

‣ Him, Her and Them was covered in Fast Company and other publications !

‣ Pulling people’s photos into the narrative really freaked them out, that was the “special sauce”

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WHERE WE FAILED

‣ Video doesn’t want to be in a box, looks like a stamp and is not cinematic

‣ Lost half of our audience at the Facebook connect button - should have placed more experience before forcing user to Facebook connect

‣ Gave users too many options to interact, after 3 or 4 opportunities they didn’t engage

‣ Didn’t plan for success - we weren’t able to bring this audience to our next project

‣ Didn’t plan for ongoing support and sunsetting project

‣ Missed the special sauce

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Page 9: Storycode Paris - Lessons Learned from Murmur

WHAT WORKED

‣ User Generated Content program engaged with “super fans” and gave them something to share and promote !

‣ Social Music Video premiered on Rolling Stone - a first for the band

‣ Created a special poignant video that could be personalized

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WHERE WE FAILED

‣ Created a tool that only true super fans used - what about casual fans or new fans? !

‣ Despite clear instructions users still uploaded garbage - could only use about 30% of the photos that were uploaded

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Page 12: Storycode Paris - Lessons Learned from Murmur

LIVE IMMERSIVE / INTERACTIVE THEATER EVENT

‣ ACT 1 - Non-linear exploration, like a carnival or party !

‣ ACT 2 - Live Theater performance of secretive cult ritual with audience agency

‣ ACT 3 - Interactive Feature Film that responds to the audience.

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ACT 1Side Missions

Video Testimonials

Soul Readings Secret Society

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ACT 2

Live Cult Initiation Ritual

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ACT 3

Interactive Feature Film

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WHAT WORKED

‣ The audience wants to play, they want agency !

‣ Each run is an incubator for testing new ideas, highly iterative

‣ Unique business model for a film - theater licensing model

‣ Games as interface on fictional world

‣ People want to come back, multiple viewings to experience everything

‣ Designed for groups - with various levels of interaction

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WHERE WE FAILED

‣ Better communicate to the audience WHAT EXACTLY this experience is !

‣ “Where’s the movie?”

‣ Still seeking a non-intrusive method to add interactivity to a cinema experience

!!

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WHAT WORKED

‣ Hackathon model works! !

‣ Prototype created in POV Hackathon, project launch 2 months later, selected to be in Tribeca Film Festival 2 months afterwards. !

‣ Much larger audience exposed to the story (tens of thousands for the online component vs. hundreds for the film)

‣ Seasonal release/episodes worked to re-engage people

‣ Linear audio with non-linear image slideshow/interactive experience works

‣ Aatsinki Perspective in Finnish helped support it was their perspective

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WHERE WE FAILED

‣ Social media must engage !

‣ Don’t use Hackathon code for production - start over !

!!

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CURRENT PROJECTS

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LESSONS LEARNED SUMMARY

‣ Web video wants to be full screen/bleed !‣ Make interactivity special, limited and important

!‣ Plan for success

‣ Plan for support/maintenance and project sunsetting

‣ Give context to new types/forms of narrative experience

‣ Social media must engage

‣ Don’t use hackathon code for production

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WWW.MURMURCO.COM !

@MURMURCO !

© 2013 MURMUR


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