Presentation about Interactive Narratives I delivered with a team of three other people at SXSW 2011.

1. Interactive Narratives: Creating the Future Of Storytelling SXSW Interactive | March 14, 2011

2. Contents Introduction: Defining and Creating an Interactive Narrative…………..4 Andrew Lewellen – Content Strategist, Razorfish “The Three Little Pigs”: Authoring an iPadApp…………………………10 Josh Koppel – Founder, ScrollMotion The Role of Social Media in Interactive Storytelling……………………28 Esther Lim - Founder, The Estuary, LLC Participation: Why, What & How…….……………………………………38 Robert Pratten – CEO, TransmediaStoryteller.com Summary…….………………………………………………………………56

3. Introduction: Defining and Creating an Interactive Narrative Andrew Lewellen Content Strategist, Razorfish

4. What Is An Interactive Narrative? Page 4Developedby: Andrew Lewellen, Razorfish

6. This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.Page 5Developedby: Andrew Lewellen, Razorfish

8. This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.

9. Has a social narrative

10. The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story.Page 6Developedby: Andrew Lewellen, Razorfish

12. This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.

13. Has a social narrative

14. The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story.

15. Integrates and encourages audience participation

16. The plot moves outside of the core story and utilizes a social dialogue to engage readers with the story and its outcome. Page 7Developedby: Andrew Lewellen, Razorfish

17. What Is An Interactive Narrative? A dynamic story that allows for personalized engagement and narrows the gap between writer and reader. Page 8Developedby: Andrew Lewellen, Razorfish

18. “The Three Little Pigs” Authoring an iPad App Josh Koppel Founder, ScrollMotion

19. The Original Experience Page 10Developedby: Josh Koppel, ScrollMotion

20. Page 11Developedby: Josh Koppel, ScrollMotion

21. Page 12Developedby: Josh Koppel, ScrollMotion

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25. Page 16Developedby: Josh Koppel, ScrollMotion

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29. 450 x 420

30. Vertical Orientation

31. Public Domain ContentPage 19Developedby: Josh Koppel, ScrollMotion

34. MP3 FilesPage 20Developedby: Josh Koppel, ScrollMotion

35. Step 2: Visual Layout Page 21Developedby: Josh Koppel, ScrollMotion

36. Step 2: Visual Layout Page 22Developedby: Josh Koppel, ScrollMotion

37. Step 2: Visual Layout Page 23Developedby: Josh Koppel, ScrollMotion

38. Step 2: Visual Layout Page 24Developedby: Josh Koppel, ScrollMotion

39. Step 2: Visual Layout Page 25Developedby: Josh Koppel, ScrollMotion

41. Record Your Own AudioPage 26Developedby: Josh Koppel, ScrollMotion

42. The Role of Social Media in Interactive Storytelling Esther Lim Founder, The Estuary, LLC

43. The Role of Social Media in Interactive Storytelling Esther Lim Founder, The Estuary, LLC

45. Extend the primary story through exploration of additional standalone yet related story universes

46. Engage audiences by bringing the fictional world into the real world through social interaction, shared experiences and co-authorshipPage 29Developed by: The Estuary, LLC

48. Use status updates and photos to deepen the plot or introduce sub plots/back stories

49. Use threads to introduce secondary characters, augment character dialogue

50. Use blogs to shift story perspective, highlight internal dialoguePage 30Developed by: The Estuary, LLC

53. Use social mobile media to drive readers to specific locations for more content discoveryPage 32Developed by: The Estuary, LLC

56. Community Building: Friendships and community forms around shared experiencesPage 34Developed by: The Estuary, LLC

58. Community Building: Friendships and community forms around shared experiences

59. Engagement/Co-Authorship: Opportunity for readers to share ideas about the story that can later be integrated into future story developmentPage 35Developed by: The Estuary, LLC

61. Content syndication/sharing: Good stories create social cache and are shared across friend/fan networks

62. Improves search engine discoverability: More mentions, hyperlinks, tags and discussions drives better search engine visibility

63. Audience acquisition: Multiple storytelling platforms create more entry points for entering and engaging with the story and its community of readersPage 36Developed by: The Estuary, LLC

65. Occasional Participant/Lurker

66. Die Hard FanAllow enough ramp up time (4-6 weeks) for character integration into a community. Relationships are not built overnight. Page 37Developed by: The Estuary, LLC

67. Esther LimFounder, The Estuary, LLC esther@theestuarysf.com www.theestuarysf.com @geekgrl or @theestuarysf Page 38Developed by: The Estuary, LLC

68. Participation: Why, What & How Robert Pratten CEO, Transmedia Storyteller.com

69. Summary Leave a door open Good stories work with or without interactivity Build on what you know Structure for enthusiasm Page 40Developedby: Robert Pratten, TransmediaStoryteller.com

70. Why bother with participation? The business case lower costs marketing is integrated into the product (as it should be) increased sales social recommendation & spread empowerment of advocates engagement is measurable The creative case audience interaction is thrilling and addictive Page 41Developedby: Robert Pratten, TransmediaStoryteller.com

71. How do I do it? Objective: Make it easy Make it worthwhile, meaningful, fun Steps Sketch the experience you want to create (consider artistic and commercial scenarios) Layer your story for different levels of enthusiasm such that it works for the lazy and rewards the fan Page 42Developedby: Robert Pratten, TransmediaStoryteller.com

72. Make it easy Page 43Developedby: Robert Pratten, TransmediaStoryteller.com

73. Incentivize participation Page 44Developedby: Robert Pratten, TransmediaStoryteller.com

74. Layering your story Page 45Developedby: Robert Pratten, TransmediaStoryteller.com

75. Additional content for fans Page 46Developedby: Robert Pratten, TransmediaStoryteller.com

76. Content for attraction Page 47Developedby: Robert Pratten, TransmediaStoryteller.com

77. Layers united by story Page 48Developedby: Robert Pratten, TransmediaStoryteller.com

78. Examples Lowlifes.tv solo participation QR codes offer additional subplot email-based (alternative reality) game Horror Unlimited short story play with friends two-player twitter game 3 Interactive Pigs play in teams multiplayer interactive storytelling Page 49Developedby: Robert Pratten, TransmediaStoryteller.com

79. 3 Interactive Pigs Strong authorship (story is on rails) but… Audience decides outcome at plot points House of Straw, House of Sticks, House of Bricks Pigs vs Wolf – you decide! Do the pigs live or die? Why bother? Fun to create and fun to play Facilitate social play which strengthens relationships raise awareness of other (paid) media Reward fans Page 50Developedby: Robert Pratten, TransmediaStoryteller.com

80. 3 Interactive Pigs in Layers Page 51Developedby: Robert Pratten, TransmediaStoryteller.com

81. Call To Action Page 52Developedby: Robert Pratten, TransmediaStoryteller.com

82. Layered Engagement Page 53Developedby: Robert Pratten, TransmediaStoryteller.com

83. Poking friends Matchword used to trigger Conducttr - tells @BigBadWolf_2011 to send a tweet to these friends Page 54Developedby: Robert Pratten, TransmediaStoryteller.com

84. Summary Leave a door open Good stories work with or without interactivity Build on what you know Structure for enthusiasm Lower costs Increased sales Page 55Developedby: Robert Pratten, TransmediaStoryteller.com

85. Start writing for audience engagement: www.tstoryteller.com Robert PrattenCEO TransmediaStoryteller.com @zenfilms or @tstoryteller

86. Summary

88. Has a social narrative.

89. Integrates and encourages audience participation.

90. Is a dynamic story that allows for personalized engagement and narrows the gap between writer and reader. Page 58Developedby: Andrew Lewellen, Razorfish

91. Questions? Page 59

92. Thank You!