Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.
Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.
Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?
57. TABLETS
By 2013, the number of
U.S. tablet users is
expected to reach
99MM 1
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
58. MULTI-SCREEN
33MM 2 American
consumers regularly
engage with multiple
screens simultaneously
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
59. SOCIAL
40%3 of consumers use
social media while
watching TV
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
60. GAMING
68MM 4 mobile users
are playing games on
their mobile and
tablet devices
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
61. AND DIGITAL IS CHALLENGING
OUR INDUSTRY IN WAYS WE
NEVER EVEN IMAGINED.
64. NETWORK TV
THE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT,
DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL
CONSUMERS FOR ALL TYPES OF CONTENT
ARE THE NEW CHANNEL
PRODUCERSWORLD FOR THE CONTENT TO LIVE IN
NEED TO PRODUCE A
PARTLY DUE TO...
81. THE MINDSET IN A NUTSHELL
A STORYWORLD, NOT A STORYLINE
MULTI-PLATFORM NOT CROSS-PLATFORM
BLURRING ONLINE/OFFLINE THROUGH DIGITAL
PARTICIPATORY EXPERIENCES
BUILT-IN GAME MECHANICS
AUDIENCE DRIVEN NARRATIVE
NEW WAYS TO DISTRIBUTE STORIES
87. CULTURAL GAME NARRATIVE
TRUTH MECHANICS DESIGN
88. CULTURAL TRUTH
• IDENTIFYING THE STORY’S BEST SELF
• CREATING TENSION WITH & WITHIN CONTENT
• UNDERSTANDING AUDIENCE’S ACCEPTANCE
GAME MECHANICS NARRATIVE DESIGN
• NOT GAMIFICATION, USING GAME MECH • BLENDING NARRATIVE TYPES
• PLAY = STORY • ROLE OF STORY ELEMENTS
• COLLABORATION + COMPETITION • INTERLINK, INTERTWINE STORIES
• REWARDING EXPERIENCES • BUILDING IN PARTICIPATION
89. CULTURAL
TRUTH
GAME NARRATIVE
MECHANICS DESIGN
90. CULTURAL
TRUTH
THE CONSTANT
S T O RY
TRANS
MEDIA
S T O RY
GAME NARRATIVE
MECHANICS DESIGN
91. OUR VARIABLES
SCREEN APPROACH GAMIFYING CAMPAIGN TACTICS DISTRIBUTION
MULTI SCREEN ROLE-PLAYING TV SPOTS/CINEMA CROSS-CHANNEL
COHERENCE TURNS PRINT ON-DEMAND
SYNCHRONIZATION TIME RADIO OPEND-SOURCED
COMPLEMENTARITY PUZZLES PR PAID
SIMULTANEITY CATCH-UP DIRECT OWNER
VICTORY/LOSS OOH EARNED
STORY ELEMENTS OFFLINE ONLINE ROLE OF AUDIENCE
LINEAR RETAIL SOCIAL PERSONALIZED
NON-LINEAR LIVE EVENTS MOBILE CUSTOMIZED
ARG THE “LIVING ROOM” ECOMMERCE OPEN-DIALOGUE
MYTH-BUILDING MERCHANDISE DATA LEAN-FORWARD
OBJECTS/ARTIFACTS ROLE OF ONLINE ROLE OF OFFLINE PARTICIPATION LEVEL
CHARACTERS
92. CULTURAL
TRUTH
THE VARIABLES
S T O RY
TRANS
MEDIA
S T O RY
GAME NARRATIVE
MECHANICS DESIGN
93. CULTURAL
TRUTH
CAMPAIGN
TACTICS
DISTRI-
BUTION ONLINE
S T O RY
SCREEN TRANS OFFLINE
APPROACH
MEDIA
S T O RY
STORY
GAMIFYING
ELEMENTS
GAME ROLE OF
NARRATIVE
MECHANICS AUDIENCE
DESIGN
94. CULTURAL
TRUTH
CAMPAIGN
TACTICS
DISTRI-
BUTION ONLINE
S T O RY
SCREEN TRANS OFFLINE
APPROACH
MEDIA
S T O RY
STORY
GAMIFYING
ELEMENTS
GAME ROLE OF
NARRATIVE
MECHANICS AUDIENCE
DESIGN
95. BRANDS SHOULD BE THINKING...
HOW TO CONTEXTUALIZE THEMSELVES
MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE
CREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTION
BUILD CULTURAL EQUITY
PROVIDE UTILITY
FACILITATE AUDIENCE DRIVEN NARRATIVES
HAVE OWNERSHIP OF CONTENT