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Presentation of Filmteractive Conference 2014
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The creation of an interactive experience for HBO's "Game of Thrones"
Productions
Performing Arts
Experience
Stage Direction // Production // Playwright // Acting // Teaching
Product Manager // Senior Creative Consultant // Project Leader
Experience
Fields
Software // Mobile Apps // Audiovisual Production // VFX // Consultancy
Place the audience at the centre
Ruled bybroadcasting
Ruled by audienceparticipation
Episodes are just another piece
• More entry points• More engagement levels
SocialMedia
Onlineevents
Live events
A new world awaits…
https://www.youtube.com/watch?v=X8HpCyIJqxI
Community
Live events
Blog
Social game and web
Webseries
Brand Integration
Experience goal
Perception is reality
First touchpoint - Performance http://www.youtube.com/watch?v=rfrgpVx6kDY
Webseries
Fans meeting Edwyck
19 Realms
Touchpoints
Fort
Town Square
Battlefield
Battlefield
Training Actions
Profile
Physical Exploration
EJKL6
Online Exploration
Forest
Brothel
Militar Camp
Online geocaching
Town Square Activities
Potions
Special Items
Universo Combat Actions
Badges
War Actions
6 Battles
Monday, 21:30, for one hour, right beforethe show
From May 5th to 9th June
16th June - Coronation
User Generated Content
Personalized Conversation https://www.youtube.com/watch?v=6LE6QeXsGdc
Engagement
Content and conversation
Content co-creation
Story co-writers
• +5600 players
• 126,500 messages on Twitter
• 3200 tweets per battle
• Final battle: 123 tweets per minute
• 36,000 attacks
• 1300 seductions
• 5400 betrayals
• 6000 coin exchanges
• 155 kingslayers
• 82 kings during the game
• More than 1000 people in Callao at the coronation
AUDIENCE DATABASE
CONTENTDATABASE
GAME LOGIC
SOCIAL MEDIA, EMAIL
TELEPHONENETWORKS
DATALOG
PLAYER
INCLUDES:• POINTS• BADGES• INVENTORY
AS WELL AS• MESSAGES• POSTS• STATUS UPDATES
• Customer engagement platform that
– lives in the cloud (invisible, scalable, reliable, secure)
– orchestrates customer experiences across multiple platforms (social media, email, SMS, phone calls, personal data, real
world data and corporate data)
– “gamifies” loyalty schemes
Twitter ChatBack Personal Content Locker
SMS Voting
Behavioral targetingFacebookresponses
Taxi request
Loyalty scheme
Social media
ExperienceDesigner
SMS & Voice calls
EmailMobile Apps
Websites
Corporate Systems
Customer
invisible to audience
Gaming and Interactive Story Engine
Content Management
System
Audience Management
Metrics & Reporting
SaaSPublishing
SystemEvent
Monitoring
Collaborative Authoring
Environment
PrivateData
Public Data
Individual Group 1 Group 2 Group 3 Team 1 Team 2
Everyone
Content Management
System
Customer Relationship Management
System
Storytelling & Gaming Engine
the simplified version
secure
reliable
scalable
• Taking the audience on an emotional journey beyond the movie
• A journey that goes from moment to moment in someone’s life
Belén Santa-OlallaSenior Creative Consultant
@Belén_Santa
Email: [email protected]
Web: http://www.conducttr.com
Pervasive Entertainment Platform
Conducttr
