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This presentation argues that characters are the glue that allows audiences to connect with the story across platforms. Using our pervasive entertainment platform, Conducttr, audience activity allows behavioral segmentation to provide audience with personalized experiences. Not only does personalized experience create engagement, it also creates discussion because audience segments discussion and compare their experiences.
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Connected, Personalized ExperiencesConectados, experiências personalizadas
Forum TransmidiaSaturday 10th 2011, Sao Paulo, Brazil
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
@robprattenrobert@tstoryteller.com
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
Today: Experience isn’t connectedHoje: A experiência não está conectado
TV WEB
Vision
• Persistent storyworld• Connected: no more islands of entertainment• Participatory • Integrated social media marketing• Integrated brand sponsorship
• Storyworld persistente• Connected: não mais ilhas de entretenimento
participativa• Integrada de marketing social media• Patrocínio de marca integrada
Story-in-the-CloudNarrativa-na-Nuvem
Character’s live 24/7 in the cloud
Personagem ao vivo 24 / 7 na nuvem
Characters connect experiencePersonagens se conectar a experiência
.. with online
.. with mobile
..between episodes
...com em linha
...com móveis
...entre os episódios
Integrated with Brand Sponsor
Store check-ins Product trialTV Show
• Fan status• Bonus content• Brand rewards
• tatus do ventilador• conteúdo bônus• recompensas marca
experimentaçãodo produto
loja de check-inprograma de TV
Behavioral segmentationSegmentação comportamental
Fans of ShowOs fãs doprograma de TV
Fans of BrandFãs de Marca
Personalized experienceexperiência personalizada
Open storyworld
• Audience (consumer) free to explore on their own terms – time, manner, place.
• Multiple entry points• Engagement/exploration
• Público (consumidor) livre para explorar em seus próprios termos - tempo, modo,lugar.
• Múltiplos pontos de entrada• Engajamento / exploraçãon
Open storyworld : storyworld aberto
plot pointponto da trama
character detaildetalhes personagem fictício
Exposition exposição
TV Series + Open Storyworld
EPISODIC TV
AUDIENCE-DRIVENPARTICIPATION
Summary
• Persistent storyworld• Connected: no more islands of entertainment• Participatory • Integrated social media marketing• Integrated brand sponsorship
• Storyworld persistente• Connected: não mais ilhas de entretenimento
participativa• Integrada de marketing social media• Patrocínio de marca integrada
The End
Robert Prattenrobert@tstoryteller.com
@robpratten
UK: +44 207 193 4567
USA: +1 415 287 4150
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