Presentation to the San Francisco transmedia meetup group - Transmedia SF. Thanks to everyone who came out and for the passionate discussion afterwards. It was a huge pleasure!

1. Transmedia SF
San Francisco 25 June 2012
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten

2. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

3. Transmedia Storyteller Ltd
“We power remarkable experiences”

4. transmedia production tool to deliver personalized,
cross-platform experiences that drive conversation and
engagement. It's cheaper, faster, scalable & manageable
and there's no coding.

5. Storytelling with Conducttr
Narrative Gaming Rewards
Levels
Collaboration
Competition
Characters
Plot
Events
Things Social
Networking Participation,
Conversation

6. Story-in-the-Cloud
Character’s live 24/7 in the cloud

7. Characters connect experience
.. with online
.. with mobile
..between episodes

9. Lowlifes 2.0

10. Lowlifes 2.0… whodunit
• Characters:
– reveal intrigue, clues, histories
– have moods: sympathetic towards you or not
– real-world time availability (coffee break, sleeping)
– surprises – reversals & follow-ups
• Personalized experience
– via character behavior and…
– help mode on or off
– feedback on progress (e.g. “60% complete)
– personalized calls-to-action/reminders based on position in story
• Out-of-world communication from author integrated with in-world
communications from characters
• Measurable
– how deep people play
– time to respond
– A/B testing to improve results
• No cookies, plug-ins, apps or registration forms: played on email, Twitter and SMS
• Entirely scripted, no AI and no coding

11. Metrics
• Marketing budget = $0
• Production budget = $500
• Total Net Kindle Revenue (2011) = $1748
• Total shipments on Kindle Jan 1st to Dec 31st 2011 =
972 (retail price at Amazon.com $2.94)
• Number of people connecting to Lauren Ortega on
email = 83 = 9% of total sales
• Video views of Episode 1 (Jan 1st to Dec 31st 2011)
= 4727

12. Sales vs Social Media (Lowlifes)
Nb: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also
included email, Twitter, Facebook etc.

13. Sales vs Social Media (Lowlifes)
Tipping point

14. Empower advocates

15. “Big on Facebook/Twitter/LinkedIn”

17. Audience variables
Email
Contact Details Twitter
Mobile
Language? Community-level
Groups Level? personalization
Trait?
Health?
Individual –level
Custom Fields Stamina? personalization
Power
NB: Custom Fields also available for other entities such as
Characters and Touchpoints

18. Alien encounter readiness (SMS)
TEST your readiness for alien encounters!
Reply TEST to answer two questions that will reveal
more about yourself than you knew!
– Q1: You suffer an alien abduction but are returned to
Earth. What do you do? Reply keep SECRET or GO
PUBLIC
– Q2: You find yourself impregnated with an an alien
child. What do you do? Reply give BIRTH or KILL it.
demo: txt (575)208-5005 alien test

19. Alien test results
SECRET PUBLIC
You are a PERFECT HOST for alien You are an EXHIBITIONIST who
BIRTH explorers. Your willingness to seeks celebrity in two solar
keep an alien lovechild and tell systems. We are wary of you but
nobody has been noted and will we may use you if it suits our
be rewarded. cause.
You are an EARTH WARRIOR -
KILL You are a SILENT RECLUSE. You
ready to make a stand against
crave alien attention but are
alien invasion and exploration.
afraid to show your affection.
You are not to be trusted.

20. Work in
Progress…

21. Audience participation opportunities
FEEL
Companion Actor
Moral dilemmas, Role-play,
meaningful choices provide building blocks
Outsider Observer
Reflection, consideration Exploring, discovering
THINK
DO
What will the audience do? How will they be engaged?

22. Participation for MskRD
FEEL
Companion Actor
Psychophol The 22er Tarot
experience experience Cards
Outsider Observer
Web Series
THINK
DO

23. Mask of the Red Death Story Real-world
Online
Web series Co-creation Gaming
Psychophol experience
Wastelander experience
Real World
Feature film
Tarot Cards
Event: Festival Screening
Mobile app
DVD release

24. WORKFLOW: Mask of the Red Death
Short story Synopsis Transmedia Funding Write Feature Psychophol Write
Strategy Approved Script Experience Psychophol
Defined Story
Director’s Wastelander Create Create
Vision Experience Card Card
Defined Mechanics Story
Information flow
Storyworld Write
Wiki (Bible) Webseries
Key
Documents Story writing Experience

25. Project Structure
Producer
(Jonathan Sothcott)
Transmedia Producer
(Robert Pratten)
Interactive Graphic Design &
Branding Feature Script
(Transmedia (Simon Cluett)
Storyteller Ltd) (BTL Brands)
Psychophol The 22ers Tarot Cards Web Series
(Cassi) (Berta) (Tara) (Robert)

26. The 22ers

27. Mask of the
Red Death
www.psychophol.com

28. The End
Robert Pratten
robert@tstoryteller.com
@robpratten
USA: +1 415 287 4150
Europe: +44 207 193 4567