Multi-Platform Storytelling: 4 levers, 4 use cases.
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The document discusses multi-platform storytelling strategies, focusing on understanding trust through emerging narratives and user experiences across media and communities. It emphasizes leveraging artistic influences and celebrity narratives to co-create dynamic storyworlds, aiming to enhance engagement and marketing effectiveness. The key takeaway is that storytelling should prioritize understanding the human condition, transcending traditional marketing approaches.
Multi-Platform Storytelling: 4 levers, 4 use cases.
- 1. MULTI-PLATFORM STORYTELLING: 4 levers, 4 use cases. Presented by: Gunther Sonnenfeld 4.29.2011
- 2. simulation
- 3. projectTRUST
- 4. OBJECTIVE(s): - understand what trust really means across industries by seeking out emerging stories through topics & themes in videos & conversation; use current events as ‘metafilters’ - identify behavioral, media consumption and socio-economic patterns through content communities; draw out new correlations & insights - use insights to weave together a new narrative, with various extended threads & user profiles - serve up an experience (such as a game) that uses select media to simulate the dimensions of trust using real-world situations as context; can be used for brands, communities or both.
- 7. ARCHAEOLOGY FOR KEY THEMES: PROPAGANDA FAITH VS. TRUST RECIPROCITY TRUST & MONEY RESPECT VS. AUTHORITY TRUST & SCIENCE
- 9. START HERE.
- 12. persona
- 14. OBJECTIVE(s): - use Algren estate assets & feature documentary to tell a ‘metastory’ around artistic influence; allow the narrative (chapters & verse) to dictate channels & reinvigorate personas - leverage celebrity artists (writers, photogs, musicians, directors, etc.) to tell their own renditions of the relationship to Algren, using select, immersive media - invite people to participate in unique extended narratives found in games, eBooks, webisodes, etc.; blend fiction & non-fictional elements (& characters) in a new, dynamic storyworld - develop a ‘franchise’ around these coordinated media & co-created assets
- 15. Algren Early Trailer Cut
- 20. extraction
- 22. OBJECTIVE(s): - resurrect lagging sales from the first game (“Red Dead Revolver”) with an entirely new strategic approach; leverage the strength of the writing & central characters - audit game components and extract current marketing assets; rebuild the John Marsten anti-hero archetype into a new storyworld with its own mythology; align first with Hollywood icons from the Wild West - use different media types - billboards, street pop-ups, hyperlinks, graphic novels, rich media, etc. - as critical entrypoints into the storyworld; elicit curiosity, advocacy & participation - create added cultural relevance by aligning emerging themes to cause-related components or modern history
- 23. Red Dead Redemption Official Trailer
- 25. (rich media depicting Dali-esque trainwreck) (outdoor media depicting Bronson-esque showdown)
- 26. (graphic novels told as prequels)
- 27. (serializations told with modern history; Polish Solidarity)
- 28. context
- 29. OBJECTIVE(s): - create a game-like experience in which search queries are driven by topical or sentimental affinities - conversation pieces emerge as ‘fractals’, or clusters of reorganized information; those are matched to different media types - the fractal/media match-ups recontextualize the topics & sentiments & reveal new content communities - users are then given free online tools with which they can remix content as they please & they can syndicate it to their interest graphs (social networks)
- 34. TAKEAWAYS: stories are everywhere; we have unlimited opportunities to curate and contextualize them at scale... for profit... or not. the most success is found at the intersection of media, technology and culture; we should liberate channels and methods, not be confined by them. anything is commercially possible provided that we use storytelling as a means for better understanding the human condition, not just to push messages or media agendas. marketing or branding is not the same thing as storytelling, but it can be; be unreasonable in the quest to tell that better story - it is the only way you can earn meaning, relevance & scale.
- 35. thank you