2. Why?
Patient 0 is an exceptional case study because of
it’s amazing ability to engage & include their
audience from the get-go as well as their innovative
and successful business model.
3. patient0
It’s All About The Audience.....
The audience is core to every part of the Patient 0 project. From creative development,
marketing, fundraising and all other aspects of this project the audience has be included.
This case study will highlight how this has helped this project to be a success.
4. Patient 0
theOverview
Patient 0 is a fully immersive live action real life, multiplayer, first person shooter, role-playing game. If you ever
wanted to get off the couch and play your favourite first person shooter video game for real, this is the event for
you. Patient 0 is the first game event by IRL Shooter and it will blow your mind.
From the moment you purchase your ticket, you will be taken on a journey into a completely realised universe of
our design, culminating in you and 5 of your friends having to fight your way through a zombie infested building,
solving puzzles, collecting information and trying to stay alive.
Unlike other live action zombie shooter games, they are creating a brand new weapons system that will keep an
accurate score of your game-play; how many kills, headshots, body shots, misses, friendly fire etc. So not only
do you have to survive and complete the missions, but your game will be ranked and your score matters.
Imagine the most realistic first person shooter video game, in real life.
5. thePlatforms
Live Role Playing Pozible Live HD Video /cctv Reddit
It is a long established fact that a reader
will be distracted by the readable
content of a page when looking at its
layout. The point of using Lorem Ipsum
is that it has a more-or-less normal
distribution of letters.
Short Film Twitter Facebook UNIFORMS
6. Patient 0
theExperience
Patient – 0 is a world first real life, multiplayer, first person shooter, role
playing game. It isn't LARP, it isn’t laser tag. It is a video game in real life.
employee orientation pack Once players have successfully booked their
playing time they will receive an employee orientation pack. From this point on
players take on the role of a new recruit in the employ of Grey Area Protective
Services (G.A.P.S.), the largest standing private mercenary army in the world.
Players will also receive their RFID card and information required to access the
G.A.P.S. website in order for the game to begin.
Mission Briefing After going through the G.A.P.S. orientation videos, players
will be given their mission brief, of what where, when, and why and be given
access to G.A.P.S. online data base of mission intelligence files. In order to be
appropriately briefed about the upcoming mission information, it is strongly
advised that players spend at least some
7. Patient 0
theExperience continued....
Briefing The forward command post is in a state of scramble, trying to secure
the area, as they’ve lost contact with Alpha Team, who breached the facility first.
After the initial entry into the facility, players will be tooled up with their GAPS
standard issue M4 carbine assault rifle and given an on sight mission brief bringing
them up to speed with the operation that is unfolding around them, and finally
given any additional equipment that is required before they start.
Haven to Hostile The players then enter the facility, a completely hostile
environment. A fully controlled set with each section specifically lit for maximum
impact, and a full sound design playing through the entire facility. Whilst making
their way through the labyrinthine facility of The Lazarus Project, players will have
to neutralise any hostiles in the area, interact with NPCs, extract any and all
research materials and find the grizzly remains of Alpha Team.
8. Patient 0
how much input do players have?
theExperience How Long does an event run?
Inside the facility the players are the ones in total control over the Patient 0 starts on Halloween, the 31st of October 2012 and runs for a
experience they have. Anything from big dumb shoot’em up fun, to a nail month. Due to popular demand, Patient 0 will be running in three other
biting white knuckle survival horror experience. The more time players Australian cities.
invest in the research, the more immersive the experience will be once
the physical mission starts. This is a real life game. Think you can sprint
around like you do in COD, well you’d better have put the road work in. is each game the same?
You will be stressed, you will be pushed, you will play as a team. That Each instalment in the I.R.L Shooter universe is only going to play out
can be a cohesive unit of badass killers with a clear hierarchy or a group once, then they change the story. It’s going to be up to the players to put
of 6 hard boiled mercenaries who are out for themselves. Most all the pieces together, find all the hidden information and try to work out
importantly, you will need to shoot straight. As you already know, only who is behind it all!
one in the head, makes the dead stay dead.
www.rework.com rework@mail.com (987) 124-5678 98 East Street, New York, NY 12345
9. Patient 0
theAudience
Patient O has been incredibly successful in finding and leveraging their target audience. This has
been the key to attracting money, partners and getting this project off the ground.
How to Engage an Audience, Patient 0 Style...
• Create a unique offering • keep your youtube page active
• use social media • build advocates from your audience
• find your audience & go to where they are • use free online tools such as Hootsuite, google
analytics to track & engage with your audience
• have passion for your project
• be a part of the conversation
• answer every single email
• keep generating content
• respond to every single tweet
• include your audience in the process {B}
• build a facebook community
10. Patient 0
theAudience
Patient 0 not only
engaged their fans but
are actively inviting
them to participate
And when they do
participate they are
acknowledged &
encouraged to continue
11. Patient 0
engagingyouraudience
The Patient 0 team continues it’s audience engagement through all facets of the project...
Give ‘em Stuff Facebook, Twitter, Reddit, Email Let Others Watch
Remember your manners.
The Patient 0 team Thank your audience for Understand that audience
responded to every email, getting involved. Be honest comes in many forms.
every Tweet, every when things go wrong. Patient 0 knows that not
Facebook post. What a Basically, treat them well every one wants to, or can,
Contests are a great way great way to get people and don’t keep them in the play but they are setting up
to get your audience involved and excited. They dark. a CCTV system to allows
involved. Patient 0 created also have created videos to friend and family to watch
contests that allowed their answer the most popular the game as it is played.
audience to get involved & questions.
also gave away prizes that
are valuable to them.
12. Patient 0
theMarketingCampaign
Patient 0 was marketing completely through social media and word of mouth.
audience was key to the marketing plan by turning them into advocates
the patient 0 team answered every email, responded to every tweet, and kept the conversation alive on
facebook, created an active forum on their website, developed an audience on youtube
facebook was the key mode of communication & dissemination of information
using free online tools was integral to maintaining this level of communication including Google Analytics &
Hootsuite. their fundraising campaign on crowdsourcing platform pozible,
which also served as marketing, crashed their site because
after it was posted on reddit because of high traffic
used a variety of techniques including give aways
and opportunities for fans to add their own voice
to develop a strong sense of connection to their
audience and, therefore, an active & spreadable
conversation
13. Patient 0
theMoney
Patient 0 has been successful using both new business
models as well as traditional means of revenue generation.
One thing to note, for both Canadian and Australian
producers, is that they have not used any public funds but
have found other means to both raise the funds to develop
the project and to make profits from it. Some of these
include:
๏ Crowdsourcing
๏ Merchandise + Other Add Ons
๏ Ticket Sales
๏ Strategic Partnerships
14. The Money
theCrowdsourcing
AU$243,480
Actual Amount raised
AU$10,000
Initial GOAL
The Patient 0 team not only hit on a zeitgeist but also targeted core communities. According to an The Funding
Launchpad, ‘Their marketing focused on reaching out to the online newsgroups, forums, and new sources they
were already active in. They have also been very active in responding to emails, posts, comments, tweets, and
other communications about their project.’ So, again, their targeted focus on their audience has, literally paid off
for this savvy team. {A}
15. The Money
theCrowdsourcing
Posted on YouTube
Posted on Pozible
Promoted on Reddit,
Facebook, Twitter,
blogs, newsfeeds, etc.
www.pozible.com/index.php/archive/index/6118/description/0/0
16. The Money
theMerchandise Patient 0 offers
merchandise both
for both in-game
play, such as
uniforms and
weapons, as well as
merch that can be
worn and used
outside of the game.
This serves to both
promote theie events
and also provide a
further connection
for their audience.
17. The Money
ingamemerchandise
The Patient 0 team has again connected their audience’s enhanced experience with
opportunities to make money. Some of the In Game purchases include:
• helmetyou want to 8: Select helmet
cam if
cams Step
purchase a
camera to record your game
• UNIFORMS Ashave the chance toand not an GAPSsoldier,
players will
a G.A.P.S. officer
purchase
army
authorised uniforms which they can fully customise for
the mission.
18. Patient 0
Thetechnology
IRL Technology is built into all aspects of the experience. The game, players, zombies and guns all connect players and add to the storyline...
Backend
As well, they built a
unique backend
system that allowed
single users to buy
one ticket but still
Weapons Tech Players
building them into a
Zombies The Game team of six players.
This system was
needed in order to
create an easy
system for their
audience to become
part of the
experience.
User-Defined Footer Text
19. Patient 0
theTeam
Benjamin Powell
David Leadbetter drew Tech Lead
Producer
21. Patient 0
thepartners
Patient 0 Explains ‘What’s With All The Partners? {part 1}
Adioso - We are in the process of building a widget that will Zombie U - One of the most awesome new and innovative
link in with our website and the Adioso flights booking engine, games coming out for the Wee soon. We’re in talks with these
this will enable you to be able to not only book a game with guys for something really special.
us, but also book a flight on the day as well! They have built a
Capcom - We cant tell you any more than we are in talks with
fantastic website that will search for the best and cheapest
these guys now and it’s going to be HHHUUUUGGGGEEEEE
flights!
Promotive Group - All the awesome merchandise and GAPS
Contour - Being able to film your event is really important to
uniforms that you’re able to wear have been sourced and
us, we we have joined up with Contour who make really high
supplied by these guys and they ahve done a spectacular job!
quality, hard wearing HD cameras that attach to your helmet!
Resident Evil - Really exciting things from these guys, not Ubisoft -Again, cant really say anything too much here but you
only are they on board to give away awesome prizes for our SHOULD be excited!
facebook, but we have a very special ‘something’ that we are MMGN - Our forum is powered on the MMGN system and it’s
working on with these guys. well worth checking out. Looking for players or
FX Channel - Well, all I need to say here is ‘Walking Dead’. teams, Asking questions about the booking system or even for a
general chat, this is where you go! We’re going to be building
Web Agency Bangkok - This website, booking engine and some impressive stuff with these guys so get involved
store would never have been a reality without the amazingly now, because it’s going to be worth it!
hard work from Carl and his team. in 6 weeks we have gone
from a crazy difficult and complex plan to what you’re looking
at now.
22. Patient 0
thepartners
Patient 0 Explains ‘What’s With All The Partners? {part 2}
Pozible - Without Pozible (and you guys of course) this THQ - The power behind EB games and many more, we
whole project wouldn’t have been made a reality. Support these have some really great things in the pipeline from the team at
guys. THQ.
Skilled Actuals - The training videos that we will make, some of Madman - Prize packs and more from Madman. Where else
the prizes and the consulting on our movie, Skilled actuals bring would we find hard to get and unique games and movies!
years of Police and Military training to the gig that will only
Warwicks - The guns. Need more? How about…. THE GUNS!
make it much, much more awesome!
building the world first system that we have couldn’t have been
Visual Tonic - See those truly awesome graphics on Grey Area, done with out Scott. You are so going to loose your shit when
Facebook and IRL Shooter.com? where do you think they came you play with these babies!
from ? Yeah that’s right.
DSA Global - Building the on-line community wouldn’t be
photoluminessence - All the photos on the website’s and at possible without the years of experience that has been brought
our events, shot with love and expertise from Vinny! to the table.
Hornbuckle TV - We’re making a lot of films for you to watch The Bridge South Wharf- We only eat and drink at
and they all need excellent sound. That’s why we have the the Melbourne’s coolest bar/restaurant. Also, you see those hot
mater on board! models on the store? yeah, we have been stealing their staff!
Hardcore Hardware - We cant really talk about this now, but
it’s going to be smashing
23. Patient 0
LinksResources pozible
company twitter
www.irlshooter.com twitter.com/IRLShooter www.pozible.com/index.php/
archive/index/6118/description/0/0
facebook Youtube Reddit
www.facebook.com/IrlShooter www.reddit.com/r/irlshooter
references
A http://blog.fundinglaunchpad.com/2012/06/crowdfunding-feature/
B http://www.youtube.com/watch?v=4Rpk0rvE7U8
24. Get in Touch
contactus
TMC Resource Kit
info@tmcresourcekit.com
tmcresourcekit.com
Patient 0 Case Study was prepared by:
anthea foyer
antheafoyer.com @antheafoyer
26. Patient 0 Case Study is released under a NonCommercial ShareAlike
Creative Commons license to be shared, remixed and expanded
non-‐commercially, as long as you credit the TMC Resource Kit, the
creator of the Case Study, Anthea Foyer, and license your new
creations under the identical terms.
Images from third parties retain their original copyright.
