Multi Platform / Transmedia Roles

All members of the team work together to create a project. Unlike Film there is little hierarchy with all members of the team working as equals to create a final piece.

Project Manager – Responsible for scheduling and budgeting. ensures the smooth running of the campaign. There is normally a three month lead up for social media. In post production they are responsible for the launch of the actual app.

Creative Director – Part of the team that creates the overall vision of the project. Ensures the project sticks to the outlined budget.

Narrative Designer – Designs and implements all aspects of the story. Writes character backgrounds and creates the story world. The Narrative designer is aware of whats happening in all departments so is aware of areas such as budget.

Interactive Designer – Responsible for creating the overall visual feel. Responsible for the building prototypes to discuss with clients and members of the team. Responsible for building the end product commonly utilising HTML, Pythos and Java.

Visual Designer – Creates visual elements such as branding and promotional material. Works with the team to ensure coherent branding across the campaign.

UX User Experience – Works with the director to work on user experience. Works across all departments to ensure there is a smooth user experience.

Social Media/ Digital Marketing Manager – Develops, creates and maintains all aspects of the social media campaigns. Interact with the audience and promote discussion using hashtags or online chats.

Advertisements

Target Audience and Demographics

During initial planning for our ‘Three Little Pigs’ story idea we looked at the demographics of our audience. We took into consideration ages, social background, gender and interests to ensure we created an application that would suit the intended audience. When we changed our idea it was interesting how our demographics changed as the subject matter became more adult related.

‘Three Little Pigs’ Demographics

Age – 6-11 years from a middle class family/well educated. Interest include Reading, fairytales, imaginative play, mysteries and puzzle games. We are aiming at a mixed gender demographic.

Platforms

Children’s social media tools including Movie Star Planet; Cbeebies;Club Penguin; ITwixie and to an extent Facebook (with parents)

‘Hansel & Gretel’ Demographics

18 – 50 year olds who are politically motivated. Social views maybe guardian readers. Working/middle class backgrounds. Interested in reading, crime drama, mystery books. Focused towards a majority female audience who are more likely to be engaged by social stories.

Platforms

Mainstream social media and blogging tools aimed towards social and political audiences such as Twitter, Instagram and WordPress. Online video sharing websites such as Youtube.

 

Annotated Bibliography

1.

Robert Pratten, 2011. Getting Started in Transmedia Storytelling: A Practical Guide for Beginners. Edition. CreateSpace Independent Publishing Platform.

Robert Prattens practical guide to transmedia storytelling offers a compelling insight into how to plan, produce, pitch and finance transmedia storytelling projects, and some of the pitfalls that can avoid a project failing to grasp the audience’s attention.

In chapter 4 Pratten discusses the differences between ‘immersion’ and ‘engagement’, this was useful to me in clarifying that to bombard audiences with masses of content does not make for ‘immersion’ and can have an adverse effect on the intentions of the experiences creators. Pratten explains that for a project to become successfully ‘engaging’ to an audience it must deliver specific content at specific times and only if these processes are followed are you likely to have a successful campaign.

“When audiences connect well to your content, they go through three stages of engagement: Discovery, Experience and Exploration”

Pratten explains that in the early stages of ‘Discovery’ it’s important that audiences don’t have to do too much in order to be hooked into the experience element; they should feel compelled enough to go further but not feel so overwhelmed that they are put off altogether. I think this approach also serves to create a sense of exclusivity and if I think about successful trans media projects such as ‘Secret Cinema’ it is the very fact that the participants are given very limited information with the promise of a substantial reward at the end that makes the project so popular.

Pratten related the three stages of engagement to the five human senses, discovery acting as smell and taste, asking the audience to dip their toe into the water to see if they like it. Experience is acknowledgment and initial involvement (touch and sight) with the stage being exploration, leaving the audience wanting more or wanting to contribute themselves.

“The audience needs to be reassured that your content is worth its time and attention. You need to reduce the perceived risk by communicating “trustworthiness”, “coolness”, “quality”, ”appropriateness” – whatever values are sought by the audience for this type of project.”

As a use of social media I find it easy to identify with Prattens theory of engagement. Increasingly we are bombarded by media campaigns trying to demand our attention be it a viral video, online game or the latest survey/quiz. Before participating we consider what we are being asked to do, how long will it take and what reward will we get at the end? We also consider who out of our friends have also explored this media and use that to gauge the “trustworthiness” and “cool” factor.

When comparing the theory’s presented concerning audience engagement and how we put these into practice with our concept project I think we are approaching the initial stages of interaction correctly. Our aim was to use social media to build an inquisitive audience through the twitter campaign initially before releasing larger amounts of content on our main application page. We would continue to use social media to invite the audience in the later stages of engagement to contribute to the story as they seek further participation options. The thinking behind our campaign was for the audience to stumble upon us accidentally get engaged rather than bombard them and put them off which would have a detrimental effect on our project.

2.

Does Star Wars show Secret Cinema has lost the force? | Film | The Guardian. 2015. Does Star Wars show Secret Cinema has lost the force? | Film | The Guardian. [ONLINE] Available at:http://www.theguardian.com/film/filmblog/2015/mar/11/secret-cinema-star-wars-empire-strikes-back-lost-the-force. [Accessed 22 April 2015].

The ‘Secret Cinema’ is one of the more well-known immersive transmedia projects with ‘hard-core’ movie fans but after some problems over the past couple of years and with increasing profits but with less focus on working ethics, in The Guardian’s article they question if the unique selling point has now been lost in favour of commercial gain.

Over the past few years ‘Secret Cinema’ has increased in popularity, the once niche event has grown enormously and with this year’s event planned to run for 2 months I find myself agreeing with the article when it suggests that the whole concept has been diminished of late. The whole appeal to me in ‘Secret Cinema’ was in the name itself, ‘Secret’. As a participant you were given very little information as to what to expect from the event, you were given a simple brief for the evening detailing locations and suitable attire and that was about it; even this was given at very short notice. This sort of initial engagement echoes how Robert Pratten (Getting Started with Transmedia Storytelling, 2011) suggests campaign planners initially develop audience engagement. The ‘Secret Cinema’s’ participants have learnt to trust the organisers and so are happy to purchase tickets for events on the understanding that there will be a great reward at the end.

The very fact that The Guardian can report 2 months before the event this year what to expect in terms of the ‘cinema’ element of this event will be is sentiment to the changing face of the brand into a more mainstream event that appeals to the masses and gets maximum cash returns. The article reports that there is growing anger within the community that has been established and it seems to me that the event organisers are alienating the very people that they were trying to engage in the first place, ironically on the same platforms that were used to create this secret club. Previously I found it very hard to find opinions about what happened at these events, even speaking to friends I was told that if I wanted to know then I should pay my money and I wouldn’t be disappointed but nowadays the internet seems to be littered with reviews which suggests that the audience are not 100% on board with the ‘secret’ concept; even the organisers themselves are posting event videos of previous events as a way to encourage business.

I think when creating any form of transmedia application it’s important to try and stay true to the original concept and values, if these are taken for granted then you risk devaluing your credibility and in turn the unique appeal is diminished which takes away the charm that appealed to the audience in the first place.

3.

What Would Kirk Do?. 2015. What Would Kirk Do?. [ONLINE] Available at:http://www.itv.com/coronationstreet/what-would-kirk-do. [Accessed 20 April 2015].

The long running soap opera ‘Coronation Street’ provides an interesting insight into how to incorporate interactive media into already established formats to bring the programme up to date with the increasingly important online and interactive markets.

Recently the drama has introduced a number of interactive features to engage online audiences. YouTube was previously incorporated to provide catch up services for audiences with short clips from the show being broken down and uploaded as separate features. This seems to be a great way of re-using already created content to engage with an audience. With the increasing use of social media providing short clips in this format also increases the awareness of the original content (TV Show) as short clips on YouTube are easily sharable online and can serve to gain new audiences.

https://www.youtube.com/coronationstreet

In December there was further incorporation of YouTube and the introduction of interactive features that enabled the audience to make choices about the direction that storylines in the show can take. The first attempt at audience participation was a mini-series called ‘What would kirk do?’ This was an online series based around on of the shows characters. The timing of the mini-series fitted around the characters storyline in the main TV show. The mini-series episodes were structured in a way that allowed the audience to make clickable decisions that would have affect how the next instalment of the series took place. The mini-series used a number of the shows regular characters and I think was appealing to regular audiences as it gave them the opportunity to see the characters do things that they may not necessarily see on the regular show due to the nature of their characters.

http://forums.digitalspy.co.uk/showthread.php?t=2032174

http://www.insidesoap.co.uk/video-corries-kirk/

The recent introduction of character based twitter accounts was a major step in this series  and I think is one of the more successful uses of interaction between characters, brands and the audience to date. The introduction came in the form of interaction during a court case in the shows storyline. The producers chose a strong character (Norris) who is known for his ‘busybody’ traits so was an ideal character to make most use of the Twitter concept. The audience engagement with the character came as he ‘tweeted’ his ramblings as if he was sat in the viewing gallery of the court while the case was proceeding, viewers could see the character tweeting although this was obviously filmed in advance.

When creating our concept, the use of Twitter as a way of engagment between our characters and the audience was a key inspiration. I think the concept that was introduced by the ‘Coronation Street’ programme makers was a fantastic idea but I feel it may have been somewhat lost on their audience who (especially at that point in time) may not be a demographic that constantly engages with Twitter. I think Facebook may have been a more popular option but the platform isn’t really suitable, I feel,  for this type of instant audience engagement.

 

 

 

 

 

 

Bibliography Of Research – Interactive Media

Please find below a list of sources that I have used when researching my roles and storyworld ideas for this module.

Robert Pratten, 2011. Getting Started in Transmedia Storytelling: A Practical Guide for Beginners. Edition. CreateSpace Independent Publishing Platform.

Flash Professional Help | Working with Flash documents. 2015. Flash Professional Help | Working with Flash documents. [ONLINE] Available at:https://helpx.adobe.com/flash/using/flash-documents.html. [Accessed 12 April 2015].

Alchemy – Virtual Reality storytelling. 2015. Alchemy – Virtual Reality storytelling. [ONLINE] Available at: http://www.alchemyvr.com/. [Accessed 15 March 2015].

Does Star Wars show Secret Cinema has lost the force? | Film | The Guardian. 2015.  [ONLINE] Available at:http://www.theguardian.com/film/filmblog/2015/mar/11/secret-cinema-star-wars-empire-strikes-back-lost-the-force. [Accessed 21 April 2015].

Mum locks her young girls in bedroom every night so she can live with child abuser – Mirror Online. 2015. Mum locks her young girls in bedroom every night so she can live with child abuser – Mirror Online. [ONLINE] Available at: http://www.mirror.co.uk/news/uk-news/mum-locks-young-girls-bedroom-5546343. [Accessed 26 April 2015].

Nth Screen. 2015. Nth Screen. [ONLINE] Available at: http://nthscreen.tv/. [Accessed 24 April 2015].

Secret Cinema. 2015. Home. [ONLINE] Available at: http://www.secretcinema.org/. [Accessed 26 April 2015].

Virtual Reality Gets A Real Content Studio With Launch Of Alchemy VR | TechCrunch. 2015. Virtual Reality Gets A Real Content Studio With Launch Of Alchemy VR | TechCrunch. [ONLINE] Available at:http://techcrunch.com/2014/07/07/virtual-reality-gets-a-real-content-studio-with-launch-of-alchemy-vr/. [Accessed 22 April 2015].

What Would Kirk Do?. 2015.  [ONLINE] Available at:http://www.itv.com/coronationstreet/what-would-kirk-do. [Accessed 20 April 2015].

How to Make a Flash Website with Adobe Flash Professional – Flash Tutorial – YouTube. 2015. How to Make a Flash Website with Adobe Flash Professional – Flash Tutorial – YouTube. [ONLINE] Available at:https://www.youtube.com/watch?v=iwa7thRvngY. [Accessed 28 April 2015].

Research – Social Services – “Mum locks Kids in Room”

Interactive Media Research Material

I first heard about this story while traveling to Uni listening to BBC Radio 4 and thought it was related to the work we are doing for our Interactive Media module where our story centers on (fictional) failings of the social services departments in the UK.

Mirror

Click here to view the story in full on the Mirrors website.

This news story centres on the probable failings of a number of council bodies including social services who are allowing two Thirteen year old girls to be locked in their bedroom at night with a baby monitor as a way of communication between themselves and their mother in the event that they need to leave the room or are in danger from their ‘peodophile’ step father.

This story raises some serious questions about how government bodies seem to not act in a reasonable and responsible way but instead rely on a number of ‘tick box’ solutions to close a case.

This story is interesting in developing the story we are creating in which we see our characters (2 young children) separated from their father and imprisoned by a person who has been elected to protect them. I think it offers an interesting insight into how some of the decisions are made in cases like these and we could use this information to further develop our narrative and ensure realism in the story.

 

Lecture Activities – Imagining Audience, Characters and Storyworld

During our lectures we discussed how to initially develop our ideas of character and story, we discussed the importance of considering the intended audience demographics when creating our project. We took part in a number of activities to try and explore and expand our story world based on what we remember from fairytales and what we imagine our characters to be lie and what the world they live in may feel.

Exercise – How do you remember the story of Beauty and the Beast?

Singing candles and teapots.

Belle runs away from forced marriage with a village leader, finds safety in a house with the beast. Gets close to beast and falls in love.

Themes

  • Redemption – What the beast is like at the start. Cursed prince (hero’s Journey)
  • Love > Obstacles – Love overcoming obstacles (conquering all) Redefining love from physical attraction to interior
  • Vanity (Ugly sisters)

 Tropes

  • Beast (animorphism)
  • Candle stick – objects alive (anthropomorphism)
  • Rose – Beauty – Doesn’t last forever
  • Mirrors – Not reflecting physical but your sole, what you desire to see. Interactive.

Three little Pigs – Story World Ideas

 A futuristic capitalist society where the rich are in power and are repressing the rights of the poor. The rich are protected by security services and live in fenced off zones with high security systems.

Three little pigs are a group of separatists who have found a way to live peacefully in the wastelands. When the security officers/councillors want to build a prison on the wastelands a battle ensues to protect property and rise up against the corporations.

 Exploring Character Knowledge – Pig 1

  • Pig one’s parents are part of the capitalist elite who rule the world.
  • Pig one broke away when he fell in love with a pig he found going through the bins of his tower block for food.
  • Pig one is now resented by the capitalist community and is an embarrassment to his parents. Pig one believes in a co-operative society where everyone is treated equally and work is shared fairly.
  • Gets very angry at injustice and is happiest when all the people around him are happy.
  • Pig one accepts life’s inevitability’s and as such death is responded to with a small amount of grief but he quickly moves on, as death is an unavoidable occurrence.

Alchemy Virtual Reality

I attended a lecture by Phil Harper who is the creative director at AlchemyVR , a joint venture between Zoo SFX and Atlantic Productions.  The seminar offered an interesting insight to the future of virtual reality narrative and the progress that has been made in recent years with advancing technology.

As an 80’s child I remember the last failed attempt at this sort of medium and I was shocked as to how it seems to be gaining momentum. The fact that Facebook has just bought the company behind the Oculus Rift (an immersive VR headset) is sentiment to the companies commitment to get this type of experience into the mainstream.

Initially Alchemy are working with David Attenborough to create a number of immersive experiences that allow audiences to move through a VR world and see some of the earths smalles and most unique creatures close up.

AlchemyVR

I’ve yet to experience virtual reality in person but Phil emphasised that it really has moved on from the 80’s and that once you see it you will never forget it so I’m excited to see what happens with this type of interactive media in the future.

Nth Screen – Collaberative Video Application

nth-screen-tim-kindberg

We were lucky enough to be visited by Tim Kindberg who alongside Charlotte Crofts has developed simultaneous video recording app for mobile devices called ‘Nth Screen’. The application allows multiple users to simultaneously record video footage which is then uploaded to a server and can be edited to create a unique video snapshot of an event.

During the lecture we managed to test out the application and I was impressed with how it worked and started to think of ways in which it would be useful. I suggested it may be interesting to capture global events simultaneously and get a unique perspective of the event from different parts of the world, an example being something like the recent Lunar eclipse.

When considering our group project I think an application like this could be useful for our expanded storyline. Thinking about the end result of our transmedia project we envisioned a protest taking place at a courthouse, I think if we incorporated Nth Screen into this project then we would get a unique view from the point of the protesters about how events that day were unfolding.

Initial Interactive Media Ideas – Three Little Pigs

We began our interactive module with a simple story idea based on a short poem my daughter had written. The poem was based on her perceived love of bacon (she hates bacon) but we thought the topic would fit in with the fairytale theme we were given as a base for our interactive module.

Laurens ‘Bacon’ Poem

We took the theme from the poem and tried to create a back story that would involve the use of the ‘Three Little Pigs’ Fairy Tale. We imagined an application that would follow the story of the Wolf after the original fairytale using the key words in the poem ‘Tasty’, ‘Sour’ and ‘Small’ as traits for our characters in the story world.

wolf1wolf2

We discussed how the Flash application would function and envisioned a map based app that was anchored to the home screen with the use of the wolf who would act as a narrator for the story.

While trying to understand this module we became stuck with our concept and realised that we were going about creating our story in the wrong way. We decided that instead of taking an application and working backwoods to create a story, we should first create the story and build up from there. After this realisation and our initial tutorials we decided to start over and create a whole new concept, this allowed us to work with clear heads and create something from the central hub of a new story rather than working backwards from a single interactive element.