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Transmedia storytelling and other slang for ‘create stuff worth sharing’. Or: a masterclass in Cute Elephantisms. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu

"Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

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Transmedia versus crossmedia and how

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Page 1: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

Transmedia storytelling and other slang for ‘create stuff worth sharing’.Or: a masterclass in Cute Elephantisms.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 2: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Pleased to meet you.My name is Polle de Maagt.

I work as a Strategist and Creative Technologist at a small but remarkable agency called in Leuven and Amsterdam. I build business by acting remarkable for (a.o.) Nike, Rabobank, KLM/AirFrance, Kinepolis, InHolland, Electrabel and the Dutch government.

Page 3: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Here he is, our lean mean leads-conversion machine,Kai Mook.

2010 was a pretty good year for us.(But not because of these ugly awards).

Page 4: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

For the second year in a row, we totally fucked the award categories.We won 5 awards in 3 different categories with the same case at the Cannes Lions (Gold for PR in both years).

Page 5: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

In 2009 we empoweredyouth and brokeevery banner conventionin the process.

Page 6: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

In 2010 we used a littleelephant as theultimate leanmean conversionmachine. (isn’t she cute)

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 7: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

We didn’t start from a medium or technology gimmick. We started from a remarkable story. A transmedial story that is.A story that is worth sharing.

Page 8: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Crossmedia versus Transmedia.Pushing your story versus managing coherence and building a community base.

vs.

Page 9: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Let’s fast-forward the digital mumbojumbo.More people on the interwebs bladiblah, people in control blah, Google searches, fahfahfah, social media growth, people trust peers more than brands, if you don’t have an iPhone you will die, yadiyah. Social media starts with just trying blahblahblah.

Page 10: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

1) The internet is a conversation network.

Page 11: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

2) Customers out-conversatemedia, brands and agencies time after time.

Page 12: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

3) Media/brands should create stuff that is conversation-worthy: stuff worth sharing.

Page 13: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Back to our favoritemarketing guru.What can we learnfrom her?

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 14: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

We were asked to make the Antwerp Zoo top of mind when young families consider to go out for the day.

Page 15: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

On may 17th 2009, 559.824people watched a live broadcast starring a little elephant.(That is 20% of all Belgians)

Page 16: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

1.200.000 stream viewers (in 1 day).© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 17: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

The first month, 165.000 visitors turned up for our ‘baby shower’.

Page 18: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Antwerp Zoo welcomed 300.000 extra paying visitors.(+28% compared to 2008)

Page 19: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Kai Mook was nominated for product of the year 2009 by Belgian newspaper De Standaard.

Page 20: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

Number 1 Carnaval Suit.We love stuff that ends up on t-shirts (and carnaval suits).© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 21: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

So, what did we do?

Page 22: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

We created a story that was worth sharing for 8 months:

Wouldn’t it be awesome if we could make every Belgian feel a little bit pregnant too?

Page 23: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

We built buzz.

Page 24: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

We made it engaging.

Page 25: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

We created a center point.A website bulking with stuff worth sharing.© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 26: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 27: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep
Page 28: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 29: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 30: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 31: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 32: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 33: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 34: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 35: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

We gathered and activated fans.© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 36: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

Yep. A widget.© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 37: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Yep. A trunk-o-lizer.

Page 38: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 39: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 40: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

Media investment versus media value.If it’s worth sharing, it isn’t worth buying.

50.000

3.000.000

Page 41: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

You can forget most of the silly things I said. But, please: Remember these three things.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 42: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

1) The internet is a conversation network.

Page 43: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

2) Customers out-conversatemedia, brands and agencies time after time.

Page 44: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

3) Media/brands should create stuff that is conversation-worthy: stuff worth sharing.

Page 45: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

4) Start from a story worth sharing.

Page 46: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

5) Make it shareable.

Page 47: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

I hope my story was worth sharing.Now, go create stuff worth sharing.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

Page 48: "Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep

POLLE DE MAAGT StrategistBoondoggle Amsterdam / [email protected]@polledemaagtlinkedin.com/in/pollewww.polledemaagt.com

Photo: Filip Bunkens