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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Interactive Narratives: Creating the Future Of Storytelling SXSW Interactive | March 14, 2011
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Sxsw 2011 interactive_narratives_creating_the_future_of_storytelling

Oct 17, 2014

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Presentation about Interactive Narratives I delivered with a team of three other people at SXSW 2011.
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Page 1: Sxsw 2011 interactive_narratives_creating_the_future_of_storytelling

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Interactive Narratives: Creating the Future Of StorytellingSXSW Interactive | March 14, 2011

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Introduction: Defining and Creating an Interactive Narrative…………..4Andrew Lewellen – Content Strategist, Razorfish

“The Three Little Pigs”: Authoring an iPad App…………………………10

Josh Koppel – Founder, ScrollMotion

The Role of Social Media in Interactive Storytelling……………………28

Esther Lim - Founder, The Estuary, LLC

Participation: Why, What & How…….……………………………………38

Robert Pratten – CEO, Transmedia Storyteller.com

Summary…….………………………………………………………………56

Contents

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Introduction: Defining and Creating an Interactive Narrative

Andrew LewellenContent Strategist, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

What Is An Interactive Narrative?

Page 4 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

What Is An Interactive Narrative?

An Interactive Narrative

• Has an authored core story• This could be a mobile app, a print book, a web site. Or nothing more than a sheet

of paper with a Central Dramatic Question, story arc, plot, and character sketches.

Page 5 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

What Is An Interactive Narrative?

An Interactive Narrative

• Has an authored core story• This could be a mobile app, a print book, a web site. Or nothing more than a sheet

of paper with a Central Dramatic Question, story arc, plot, and character sketches.

• Has a social narrative• The lives of the characters expand into a shared social space where the audience

can learn more about them and become more engaged with the story.

Page 6 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

What Is An Interactive Narrative?

An Interactive Narrative

• Has an authored core story• This could be a mobile app, a print book, a web site. Or nothing more than a sheet

of paper with a Central Dramatic Question, story arc, plot, and character sketches.

• Has a social narrative• The lives of the characters expand into a shared social space where the audience

can learn more about them and become more engaged with the story.

• Integrates and encourages audience participation• The plot moves outside of the core story and utilizes a social dialogue to engage

readers with the story and its outcome.

Page 7 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

What Is An Interactive Narrative?

A dynamic story that allows for personalized engagement and narrows the gap between writer and reader.

Page 8 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

“The Three Little Pigs” Authoring an iPad App

Josh Koppel Founder, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 10 Developed by: Josh Koppel, ScrollMotion

The Original Experience

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 11 Developed by: Josh Koppel, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 12 Developed by: Josh Koppel, ScrollMotion

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Page 13 Developed by: Josh Koppel, ScrollMotion

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Page 14 Developed by: Josh Koppel, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 15 Developed by: Josh Koppel, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 16 Developed by: Josh Koppel, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 17 Developed by: Josh Koppel, ScrollMotion

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 18 Developed by: Josh Koppel, ScrollMotion

Revising the Story Assets

• Digital book building turns pages into pixels

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 19 Developed by: Josh Koppel, ScrollMotion

Step 1: Asset Assessment

Image Characteristics• 18 Jpegs• 450 x 420• Vertical Orientation• Public Domain Content

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 20 Developed by: Josh Koppel, ScrollMotion

Step 1: Asset Assessment

Text Characteristics• 18 Pages• One paragraph per page

Audio Characteristics• 18 Individual Files (Page by Page)• MP3 Files

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 21 Developed by: Josh Koppel, ScrollMotion

Step 2: Visual Layout

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 22 Developed by: Josh Koppel, ScrollMotion

Step 2: Visual Layout

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 23 Developed by: Josh Koppel, ScrollMotion

Step 2: Visual Layout

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 24 Developed by: Josh Koppel, ScrollMotion

Step 2: Visual Layout

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 25 Developed by: Josh Koppel, ScrollMotion

Step 2: Visual Layout

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Page 26 Developed by: Josh Koppel, ScrollMotion

Step 3: Extra Features Encourage Personalized Engagement

• Play Modules• Record Your Own Audio

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

The Role of Social Media

in Interactive Storytelling

Esther Lim Founder, The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Esther Lim

Founder, The Estuary, LLC

The Role of Social Media in Interactive Storytelling

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Page 29 Developed by: The Estuary, LLC

Social Media is a content layering tool to provide extra content to fans

When used as an alternate narrative platform, Social Media can:

• Enrich the primary story through greater character/scenario details

• Extend the primary story through exploration of additional standalone yet related story universes

• Engage audiences by bringing the fictional world into the real world through social interaction, shared experiences and co-authorship

Summary

Social Media as a narrative/engagement platform

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Illustrate the character’s socialgraph (friends, interests, interactions)

• Use status updates and photos to deepen the plot or introduce sub plots/back stories

• Use threads to introduce secondary characters, augment character dialogue

• Use blogs to shift story perspective, highlight internal dialogue

How do you use social media as a narrative platform?

Character/Scene development with social profiles/blogs

Page 30 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Use blogs to shift story perspective, highlight internal dialogue

How do you use social media as a narrative platform?

Character/Scene development with social profiles/blogs

Page 31 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Use micro blogs like Twitter or Tumblr to capture real time events unfolding and tweet call to actions

• Use social mobile media to drive readers to specific locations for more content discovery

Activate audience participation

How do you use social media as a narrative platform?

Page 32 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Emotional Connection: Audiences can form “friendships” with the character

Audience Connection and Engagement

Benefits of using social media in your narrative

Page 33 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Emotional Connection: Audiences can form “friendships” with the character

• Community Building: Friendships and community forms around shared experiences

Audience Connection and Engagement

Benefits of using social media in your narrative

Page 34 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Emotional Connection: Audiences can form “friendships” with the character

• Community Building: Friendships and community forms around shared experiences

• Engagement/Co-Authorship: Opportunity for readers to share ideas about the story that can later be integrated into future story development

Audience Connection and Engagement

Benefits of using social media in your narrative

Page 35 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

• Story Awareness and Discovery: Bring your story to where people play online

• Content syndication/sharing: Good stories create social cache and are shared across friend/fan networks

• Improves search engine discoverability: More mentions, hyperlinks, tags and discussions drives better search engine visibility

• Audience acquisition: Multiple storytelling platforms create more entry points for entering and engaging with the story and its community of readers

Marketing and Promotion

Benefits of using social media in your narrative

Page 36 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

1. Understand your audience and how they consume content

2. Design the level of reader participation you want to build

3. Identify the best social media platforms for your story/character

4. Build natural entry points (“rabbit holes”) in the story that lead to alternate supporting narratives

5. Leverage platform features to augment story experience

6. Write the experience for all three tiers of content consumers:

• Passive Consumer

• Occasional Participant/Lurker

• Die Hard Fan

7. Allow enough ramp up time (4-6 weeks) for character integration into a community. Relationships are not built overnight.

How do I know if social media is right for my story?

Getting started with social media narrative

Page 37 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Esther LimFounder, The Estuary, [email protected]

www.theestuarysf.com@geekgrl or @theestuarysf

Page 38 Developed by: The Estuary, LLC

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Participation: Why, What & How

Robert PrattenCEO, Transmedia Storyteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Summary

• Leave a door open

• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm

Page 40 Developed by: Robert Pratten, TransmediaStoryteller.com

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Why bother with participation?

• The business case– lower costs

• marketing is integrated into the product (as it should be)

– increased sales• social recommendation & spread• empowerment of advocates

– engagement is measurable• The creative case

– audience interaction is thrilling and addictivePage 41 Developed by: Robert Pratten,

TransmediaStoryteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

How do I do it?

• Objective:– Make it easy– Make it worthwhile, meaningful, fun

• Steps– Sketch the experience you want to create

(consider artistic and commercial scenarios)– Layer your story for different levels of

enthusiasm such that it works for the lazy and rewards the fan

Page 42 Developed by: Robert Pratten, TransmediaStoryteller.com

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Make it easy

Page 43 Developed by: Robert Pratten, TransmediaStoryteller.com

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Incentivize participation

Page 44 Developed by: Robert Pratten, TransmediaStoryteller.com

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Layering your story

Page 45 Developed by: Robert Pratten, TransmediaStoryteller.com

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Additional content for fans

Page 46 Developed by: Robert Pratten, TransmediaStoryteller.com

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Content for attraction

Page 47 Developed by: Robert Pratten, TransmediaStoryteller.com

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Layers united by story

Page 48 Developed by: Robert Pratten, TransmediaStoryteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Examples

• Lowlifes.tv – solo participation– QR codes offer additional subplot– email-based (alternative reality) game

• Horror Unlimited short story– play with friends– two-player twitter game

• 3 Interactive Pigs– play in teams– multiplayer interactive storytelling

Page 49 Developed by: Robert Pratten, TransmediaStoryteller.com

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3 Interactive Pigs• Strong authorship (story is on rails) but…• Audience decides outcome at plot points

– House of Straw, House of Sticks, House of Bricks• Pigs vs Wolf – you decide! • Do the pigs live or die? • Why bother?

– Fun to create and fun to play– Facilitate social play which

• strengthens relationships• raise awareness of other (paid) media

– Reward fans

Page 50 Developed by: Robert Pratten, TransmediaStoryteller.com

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3 Interactive Pigs in Layers

Page 51 Developed by: Robert Pratten, TransmediaStoryteller.com

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Page 52 Developed by: Robert Pratten, TransmediaStoryteller.com

Call To Action

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Layered Engagement

Page 53 Developed by: Robert Pratten, TransmediaStoryteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Poking friends

Matchword used to trigger Conducttr - tells @BigBadWolf_2011 to send a tweet to these friends

Page 54 Developed by: Robert Pratten, TransmediaStoryteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Summary

• Leave a door open

• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm

• Lower costs• Increased sales

Page 55 Developed by: Robert Pratten, TransmediaStoryteller.com

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Start writing for audience engagement: www.tstoryteller.com

Robert PrattenCEO TransmediaStoryteller.com@zenfilms or @tstoryteller

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Summary

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Summary

An Interactive Narrative

• Has an authored core story.

• Has a social narrative.

• Integrates and encourages audience participation.

• Is a dynamic story that allows for personalized engagement and narrows the gap between writer and reader.

Page 58 Developed by: Andrew Lewellen, Razorfish

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Questions?

Page 59

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INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING

Thank You!