THE NEW BREED OF STORYTELLERSBy Ken Bautista

SMPIA Showcase 2009

by salvege

INTRODUCTION.

TRANSMEDIA.

WELCOME TO THE CIE.

THE NEW BREED.

Q&A.

INTRODUCTION.

Interactive creative director @ Hotrocket and RED

Founder and CEO of CIE: Seek Your Own Proof, an online community for kids ages 8-12.

U of A Education grad, 1999

Organizing chair of Startup Edmonton, artsScene Edmonton, TEDx Edmonton, and Digital Alberta

President/ChairDigital AlbertaartsScene EdmontonStartup EdmontonTEDx Edmonton

Board/Advisory MemberAlberta Film Advisory CouncilnextMEDIABan! New Media InstituteCanadian Interactive AllianceCanadian Heritage Trade Team for New Media

Jury MemberCanadian New Media AwardsAMPIA AwardsOntario Media Development Corporation

Speaker/PanelistnextMEDIA, Ban! Television FestivalHong Kong Digital Entertainment Leadership ForumBan! New Media InstituteVancouver International Digital Festival

Fast Growth Grand Prize WinnerTEC VenturePrizeAlberta

Best of ShowFusion Digital Media Venture ForumVancouver

Winner, Pitch It!KidScreen International SummitNew York

Marketing Award of DistinctionAlberta Business AwardsAlberta

Most Promising CompanyCanadian New Media AwardsToronto

TELUS Innovation Fund RecipientCanadian Film CentreToronto

TRANSMEDIA.

Transmedia entertainmentuses multiple media platforms to immerse and activate mass audiences in a narrative driven universe.

An evolution in interactive storytelling

Linear narrative

Only story, driven by creator/producer. Single media platform.

Branching narrative

Lots of story, little interactivity. Paths predetermined by creator/producer.

Transmedia narrative

Lots of story, lots of interactivity. Narrative influenced by both audience and creator/producer.

Entertainment as a shared experience

Passive participationSit back and watch the story unfold

Active participationPlay a role in driving

and influencing story

Individual experienceExperience entertainment by yourself

Social experienceShare the experience with others

ARGs

MMOs

Casual multiplayer

games

TV

VOD

iTV

Single player games

Mass audience, active

participation, sustained narrative

Twitter

Forums

Webisodes

1. Content is originated by one or few visionaries.

2. Cross-media rollout is planned early in life of franchise.

3. Content is distributed to three or more media platforms.

4. Content is unique and not repurposed across platforms.

5. Content is based on single vision for story world.

6. Effort is vertical across company, third parties and licensees.

7. Rollout features audience participatory elements.

- Jeff Gomez, Starlight Runner Entertainment

Defining characteristics of transmedia

From Fast Company, May 2008

WELCOME TO THE CIE.

CARMEN SANDIEGO (1985-2001)

• Media franchise that taught geography, history, and science to over 18 million kids

• Brand in market for over 15 years

• #1 educational software line for kids ages 9-14

• Universal appeal and popularity with kids, parents and teachers

• Over 1 million licensed products sold yearly

• Product known in over 30 countries

CONFIDENTIAL / CIE, Central Institute for Exploration and Seek Your Own Proof are copyrights of Rocketfuel Productions Inc. Last updated: Oct 2009

1. Transmedia approach to building a kids brand

2. Sustainable narrative that doesn’t rely on broadcast as driver

3. Social community play within a safe online environment

4. Integrate real world activity

5. Smart entertainment

6. Clear path to revenue via subscription and licensable IP

OUR GOALS

Real world activities at museums and historic locations

$9.95 per book sold at retailEnhanced o!ine experience

An original brand and narrative universeStory driven experience

Subscriptionbased online community

$4.95 per month$49.95 per yearCore community experience

THE CIE EXPERIENCE

THE NEW BREED OF STORYTELLERS.

Joss Whedon

01

The new breed of creative will win.

Know next gen audiences.

by The Lightworks

02

Be everywhere audiences are.

by kk+

03

Create shared experiences.

XBOX Live 1vs100

04

Embrace and respect the crowd.

by Ms. Abitibi

05

Think brand. And then own it.

06

Brand and narrative must be extensible.

Blast map from "Lost"

07

All parts have relevance.

Graphic novels from "Heroes"

08

Monetizing is making stu! that people buy.

by havchr

09

Stay hungry, stop crying, and hustle.

by jerryballoch

10

stitchmedia.ca

phantomcompass.com

thesecretlocation.com

fourthwallstudios.com

campfiremedia.com

starlightrunner.com

smithandtinker.com

narrativedesign.org

cross-mediaentertainment.com

patriciahandschiegel.tumblr.com

Transmedia peeps you should talk to

Q&A.

THANKS.CEO & Creative Director / Seek Your Own Proofken@seekyourownproof.com

Associate Creative Director, Interactive / RED The Agencykbautista@redtheagency.com

Mobile: 780 993 8794Twitter: @kenbautistaLinkedIn: www.linkedin.com/in/kenbautistaFacebook: www.facebook.com/kenbautista

seekyourownproof.comredtheagency.comkenbautista.com