MULTI-PLATFORM STORYTELLING:
4 levers, 4 use cases.
Presented by: Gunther Sonnenfeld 4.29.2011
simulation
projectTRUST
OBJECTIVE(s):
- understand what trust really means across industries by seeking out emerging stories
through topics & themes in videos & conversation; use current events as
‘metafilters’
- identify behavioral, media consumption and socio-economic patterns through content communities; draw out new
correlations & insights
- use insights to weave together a new narrative, with various extended threads &
user profiles
- serve up an experience (such as a game) that uses select media to simulate the dimensions of trust using real-world
situations as context; can be used for brands, communities or both.
ARCHAEOLOGY FOR KEY THEMES:
PROPAGANDAFAITH VS. TRUST
RECIPROCITYTRUST & MONEY
RESPECT VS. AUTHORITYTRUST & SCIENCE
STARTHERE.
persona
OBJECTIVE(s):
- use Algren estate assets & feature documentary to tell a ‘metastory’ around
artistic influence; allow the narrative (chapters & verse) to dictate channels &
reinvigorate personas
- leverage celebrity artists (writers, photogs, musicians, directors, etc.) to tell their own renditions of the relationship to
Algren, using select, immersive media
- invite people to participate in unique extended narratives found in games,
eBooks, webisodes, etc.; blend fiction & non-fictional elements (& characters) in a
new, dynamic storyworld
- develop a ‘franchise’ around these coordinated media & co-created assets
Algren Early Trailer Cut
extraction
OBJECTIVE(s):
- resurrect lagging sales from the first game (“Red Dead Revolver”) with an entirely new
strategic approach; leverage the strength of the writing & central characters
- audit game components and extract current marketing assets; rebuild the John
Marsten anti-hero archetype into a new storyworld with its own mythology; align first
with Hollywood icons from the Wild West
- use different media types - billboards, street pop-ups, hyperlinks, graphic novels,
rich media, etc. - as critical entrypoints into the storyworld; elicit curiosity, advocacy &
participation
- create added cultural relevance by aligning emerging themes to cause-related
components or modern history
Red Dead Redemption Official Trailer
(outdoor media depicting Bronson-esque showdown)
(rich media depicting Dali-esque trainwreck)
(graphic novels told as prequels)
(serializations told with modern history; Polish Solidarity)
context
OBJECTIVE(s): - create a game-like experience in which
search queries are driven by topical or sentimental affinities
- conversation pieces emerge as ‘fractals’, or clusters of reorganized information; those
are matched to different media types
- the fractal/media match-ups recontextualize the topics & sentiments &
reveal new content communities
- users are then given free online tools with which they can remix content as they please
& they can syndicate it to their interest graphs (social networks)
TAKEAWAYS:
stories are everywhere; we have unlimited opportunities to curate and contextualize them
at scale... for profit... or not.
the most success is found at the intersection of media, technology and culture; we should
liberate channels and methods, not be confined by them.
anything is commercially possible provided that we use storytelling as a means for better understanding the human condition, not just to
push messages or media agendas.
marketing or branding is not the same thing as storytelling, but it can be; be unreasonable in the quest to tell that better story - it is the only way you can earn meaning, relevance &
scale.
thank you
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