Beyond Branded Entertainment

Make Everyone’s Life An Adventure

Robert PrattenCEO @robprattenhttp://[email protected]

Transmedia Storytelling:Beyond Branded Entertainment

Online

Participatory Experiences

Gaming Voting

CommentingSharing

ExploringRole-playing

Real Places

We see the world as a storytelling canvas

The audience at the centre

Conducttr is an invisible “experience manager”

Conducttr listens for events and responds based on the story and game mechanics created by the experience designer…

... publishing videos; turning on a light; vibrating a bracelet, awarding badges, sending tweets…

What is Conducttr?

Shopper’s journey (loop)

© Stu Lewin, BTL Brands @BTLBrands

Integrated Marketing Communications

• Advertising• Sales Promotion• Events and Experiences• Public Relations and Publicity• Interactive Marketing• Word of Mouth Marketing• Direct Marketing• Personal Selling

Opportunity to integrateTransmedia Storytelling

http://www.pocketmoneyloans.com/

FNAC: forest.

#VivePoniente

+42% increase in positive brand sentiment

Transmedia Storytelling

• Taking the audience on an emotional journey• A journey that goes from moment to moment in

someone’s life

Consumer segments by expended energy

UGC, Co-creation, Live attendance

Voting, Sharing, Commenting

Watch the TV/web series

http://picturesofwalls.com/

The (minority of) engaged brand fans support everything

Hierarchy of consumer social needs

@belen_santa

CONSUMER BRANDS

TRANSMEDIA STORYTELLING

Blend entertainment & marketing

Opportunities

Transmedia storytelling is a design philosophy to connect with consumers in an authentic, empowering way.

Be remarkable

Robert PrattenCEO @robprattenhttp://[email protected]