Belen discusses the creative process of 19Reinos (19 realms), one the world’s most ambitious transmedia entertainment experiences, which transformed Spain into a huge storytelling canvas. This CANAL+ project included live events, a 5-episode webseries, a location-based online game and strong participation on social media.
23. Working with available resources
• What do we have in house?
– Illustrator – Strategy Guide
– Production Unit – Webseries
– Broadcast slots – Spots and TV shows
• Turning around limitations:
– One actor - monologue
– Addressing the audience
– Making the most out of exteriors
24.
25. Character development
The wildling known as Edwyck
Will people identify with him?
• Dry character
• Rough language
• Outlaw (deserted The Wall)
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• Depth of character – Beneath the mask
• Hard unveiled past
• Sense of belonging: “Niñitos” (Kiddies)
• One-and-one conversation with “warriors”
• Clearly empowered by the character
26.
27. Scriptwriting
One single scriptwriter Character Bible
Unified tone across all channels
- Webseries
- Live events
- Conversation on Facebook
- Graphic campaign
28. The power of Live Events http://www.youtube.com/watch?v=rfrgpVx6kDY
32. Three types of actions
• Training actions
#pledgeloyalty #moverealm #buypotion
Get familiarized with the universe, improve avatar
• Combat actions
#attack #seduce #betray #givecoin
Generate conversation, involve 3rd party
• War actions
#attack REALM
Organize strategy, create sense of community (1hr/week)
40. Different people enjoy different things
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
Achievers
SocializersExplorers
Killers
Bartle types
57. 19 Reinos Stats
• +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
58. Take-aways
1. Define roles and design your own collaboration
2. Create User Journey (Platforms & Emotional)
3. Engage: play with pacing and personalization
4. Be flexible: Add wins and remove fails
5. Consider different types of audiences
6. Never underestimate their intelligence
7. Create a territory and let it go
And always…