Urban Stories: complete documentation

September 2013 | #UrbanStoriesSeptember 2013 | #UrbanStories
Be part of a community
of creative people.
A transmedia experience by
Josep Miquel Jové, Céline Kniebihler and Anna Raycheva.
TransformatLab 2013
EXPLORE. CREATE. PLAY.

September 2013 | #UrbanStories
PLAN
CONTEXT
THE PROJECT
MARKETING
BUSINESS PLAN
1.
2.
3.
4.

CONTEXT

STREETS AS
A DEMONSTRATION
PLATFORM
CONTEXT
The spirit and the protagonism of the
society resides in the public place as a best
platform to promote any kind of creative
demonstration.

STREET ART AS
A PUBLIC EXHIBITION
CONTEXT
Street artist have been offering a new vision
of art situating it in non-art contexts to
express their talent with absolute freedom.

EVERYONE CAN
BE AN ARTIST
CONTEXT
Everybody is an artist with what they do,
just they need to find their personal
workspace and the best tools represented
by social networks and apps.

A TRANSMEDIA PROJECT
Urban Stories is a multiplatform project about
street art.
We are offering the tools to involve the people
in this artistic movement that understand the
public space as a free platform to develop and
exhibit their creativity.
Providing three different channels of
interaction, users will have the cultural and
social experience to participate in a big
collaborative artwork project in our community
that breaks down the boundaries between the
real and the digital world.
Our objective is to create a strong, creative and
immersive connection between the audience
and their city based on the urban art context.

A TRANSMEDIA PROJECT
BE PART OF A CREATIVE COMMUNITY
2 EVENTS1 MOBILE APP 1 WEBSITE
A launch event (collaborative wall)
A closing event (live performance
and workshop)
Explore, create and play Collaborative wall connected
with the event

THE APP
The mobile app is a social
game that offers three
different ways to interact
with the city, urban art
and the community: by
exploring, creating and
playing.

THE APP
EXPLORE
Exploring the city is easy: a map locates 3
kinds of interesting points to discover:
- urban art by famous street artists
- digital artworks created by our community
- location-based challenges

THE APP
Real artworks
by famous street artists
Digital artworks
by the community
Geolocated
challenges
EXPLORE

Real artworks
by famous street artists
THE APP
EXPLORE
Each creation from a famous artist has his
name, his story, a small biography.
Social interactions are available
everywhere.

Digital artworks
by the community
THE APP
EXPLORE
Using the augmented reality
technology, you can see the digital
creations in the real world. The
audience will be immerged in a new
interactive experience mixing reality
and virtual world.

THE APP
EXPLORE
Geolocated
challenges
Some challenges are related to the context
of a specific place, in order to get people
involved in their city’s urban stories.
Here the challenge “Hijack the Louvre” is
related to a real story about Banksy who
invaded the Louvre with fake art paintings.
People will be asked to use our digital tools to
add their own fake artwork in the same place.

THE APP
Another way to be part of the game is to be
creative.
With our app it’s easy to be a digital street
artist, using our digital tools and colors.
CREATE

THE APP
CREATE
Sketch your ideas
in your graffiti notebook
Draw on location and
share your creation on
the map

Sketch your ideas
in your graffiti notebook
THE APP
CREATE
You can either choose to sketch
something on your graffiti notebook.
You have different tools like spray
can, marker, specific artist stencils
or stickers.

Draw on location and
share your creation on
the map
THE APP
CREATE
Or to take a picture of the wall in
front of you and draw on top of it.
Once you’re finished, add it to the
map to make it available to the
community.

THE APP
The last part of the app is for players.
Our users will be able to build a team with
their friends and to participate in our
challenges.
PLAY

THE APP
PLAY
Participate to new
challenges
Compare yourself and your
team to others in the
leaderboard
Personal profile with game
statistics

THE APP
PLAY
Creation challenges:
require the use of the creation tool,
users’s creativity and imagination.
Adventure challenges:
made for the curious adventurers who
like to be detective in their city. This
require the use of the location map.
Battle challenges:
to be achieved with the other
teammates to be validated.
3 TYPES OF CHALLENGES

THE APP
PLAY
STORYTELLING
All challenges are based on specific
stories, either it’s related to a street
artist, a trend, a movement or a
specific event. The anecdotes that we
are offering are giving extra value
and more reasons to participate and
achieve the challenge.
Here the challenge is called “Give me a
sign” and is related to the story of the
street artist Clet Abraham who
transforms traffic signs into art in
European cities. The user will be asked to
find one sign and has to take a picture of it
to validate the challenge.

THE APP
PLAY
REWARDS
Once you win a challenge you will get
special rewards like badges, points,
unlock specific tools and colors and
at last, the winning team will be
invited to a workshop with street
artists during our final event.

THE APP
PLAY
HOW TO GET POINTS
A leaderboard will show the ranking
between your friends and between
the teams.
Points can also be collected by
creating new artworks, sharing on
social networks and visiting
artworks in the city.

THE EVENTS
THE LOCATION IN PARIS
THE SEINE RIVERBANK
The events will take place on the Seine
Riverbank of Paris, an open and public
space ideal to set up recreational
activities.

THE EVENTS
THE LAUNCH EVENT
During this event, the
audience will be able to
participate in an experimental
artwork creating a
collaborative mural together.
In this first phase, we are
going to offer several digital
screens provided by Luma, a
british company that provides
this technology.
OPEN
COLLABORATIVE
WALL

THE EVENTS
THE LAUNCH EVENT
We’re going to make the people feel like a graffiti
artists drawing digital artworks using sprays with
the kinect-like system. The users will be able to
choose custom colors, stencils and shapes to
create their own creations. After that, all artworks
will be recollected and uploaded on our website.
This event will be the best opportunity to promote
and launch the social game app Urban Stories and
build a possible audience that can test the tools on
the digital screens.

THE WEBSITE
On the website, the community
will be able to see the
collaborative wall and vote, like
and share their favorite
creations. The most popular
creations will have the chance
to be chosen for the final event.
This is also the place to watch
the event live, promote our
project and have a link to
download our app and know
more about the latest updates
on the app: leaderboard, new
challenges...

THE WEBSITE

THE EVENTS
THE FINAL EVENT
WHO IS INVOLVED
In this final activity, the goal is to
create a collaborative artwork, like
a big mural, in a real wall selecting
the best drawings from the
website.
The players who got the best score
in the social game app during this
period are invited to participate in a
special workshop with a street art
crew to create the collaborative
mural.

THE EVENTS
THE FINAL EVENT
Creating this artwork, the city
obtains recognition of this
experimental, cultural and social
experience and increases the
creative value of the community
and its citizens.
In both events, we can set up
other activities organised by our
partners or sponsors, such as
live concerts, DJ sets or food
trucks.

COMPETITORS
SOCIAL
MOBILE
GAMES
Draw Something
LOCATION-
BASED SOCIAL
NETWORKS
Foursquare
STREET
ART
MAPS
Geo Street Art
}++

COMMUNITY STRATEGY
In order to build a community around our project,
we will be promoting actively on social networks
and collaborate with professional bloggers.
We will also provide ads for cultural
magazines creating interesting content
related to street art. We prepared some
examples for this occasion...

COMMUNITY STRATEGY
ENGAGING PICTURES

COMMUNITY STRATEGY
TUMBLR AND BLOGS

COMMUNITY STRATEGY
MAGAZINE ADS & POSTERS

COMMUNITY STRATEGY
WHY OUR AUDIENCE IS INTERESTING
YOUNGTRENDY ACTIVE+ +
The essence of Urban
Stories is the COMMUNITY.
They are very different
people, but their common
trait is that they are
dynamic people, who like
being part of an active
community, sharing
common interests in city
life, culture and events.

COMMUNITY STRATEGY
EXISTING STREET ART COMMUNITIES
146k 174k
I ♥ STREET
ART
Street art
Save My Life
894k
StreetArt in
Germany
1,1m
STREET ART
UTOPIA
We believe that our first
group of users will come from
the fans of already existing
street art communities that
will be excited about the
interactive features that we
offer.
Our users are interested in
trends, urban culture and
have an alternative lifestyle.

THE APP ADVANTAGES
FREE
Community app
Location-based
High visual content
Interactive features
Engaging game-play
Augmented reality art
creation
+
The app will be launched internationally, but being city-based, Urban Stories
provides a very custom experience to its users and highly customizable
advertising possibilities for both local and international brands.

ADVERTISING OPPORTUNITIES
Creative tools
Brand challenges
Playing around with the
awarding system
Unlock special tool and
color packs, features
Being located on the
map as a cool city spot
CREATIVE
BRANDING
The variety of opportunities
we can offer to advertisers is
big enough for them to be as
creative as they like.

INTERNATIONAL CLIENTS
Graffiti, sport, clothing
brands
Music labels
Travelling companies
Magazines
Energy Drinks
Having a dynamic community
and huge amount of spots to
advertise on, we can provide
brands with active contact of
the customers with their
brand identity and not only a
basic display of their logo and
a slogan.

SMALL LOCAL CLIENTS
Clubs
Bookshops
Bars
Shops
For advertisers with small budgets who want to reach
out to the local active community and place
themselves on the map in an attractive way.

Municipal projects
Museums
Gallery venues
Festivals
Events
CULTURAL AND MUNICIPAL INSTITUTIONS
Urban Stories can provide a great platform for all street and art related
projects. Ranging from municipal projects for improving the city’s public
transport, the Fringe festival in Edinburgh, urban development projects
etc., there is a lively community to be involved and contribute to the idea.

FUNDING
134 000 €
HOW MUCH
Legal status 1%
App + website
development 45%
Promotion 10%
Events 16%
Team fees 28%
Funding for development and
maintenance for the first year
(all production costs in Paris)
(114 300 £)
YEAR 1
We believe Urban Stories could get funding
through a variety of channels - Startup
fundings, cooperation with municipalities
and cultural fundings, sponsorship and
cooperation with partners.
The cost of the project we carefully
developed by looking at all the different
aspects of it - App and website development,
salaries, event costs, marketing.

NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up with
events and festivals
Test app with users
Refine prototype
accordingly
YEAR 1

NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up with
Test app with users
Refine prototype
accordingly
Approach brands,
sponsors
Establish business
partnerships
Develop app focused
on 1 city: Paris
Raise awareness:
bloggers,
ambassadors, event
Launch app
YEAR 1 YEAR 2
Results:
Final prototype
Core community

NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up with
Test app with users
Refine prototype
accordingly
Approach brands,
sponsors
Establish
partnerships
Develop app focused
on 1 city: Paris
Raise awareness:
bloggers,
ambassadors, event
Launch app
YEAR 1 YEAR 2
Upgrade app’s
features
Expand in new
cities
Expand the team
Partner with local
festivals
Marketing
campaign
YEAR 3
Results:
100k users
120k user
generated
content
4k ads
Results:
Final prototype
Core community
Paris

NEXT STEPS
5 YEARS PLAN
Seed and cultural
funding
Develop a prototype
of the app
Partner up with
Test app with users
Refine prototype
accordingly
Approach brands,
sponsors
Establish
partnerships
Develop app focused
on 1 city: Paris
Raise awareness:
bloggers,
ambassadors, event
Launch app
YEAR 1 YEAR 2
Upgrade app’s
features
Expand in a new city
Expand the team
Partner with local
festivals
Marketing
campaign
YEAR 3 YEAR 4 TO 5
Results:
400k users
London
Barcelona
Results:
100k users
120k user
generated
content
4k ads
Results:
Final prototype
Core community
Paris
Results:
Establish Urban
Stories as a
marketing tool
Sell licenses to
companies

a
Josep Miquel Jové @PepJoveCompany
Céline Kniebihler @celinektwitt
Anna Raycheva
#UrbanStories
Contact:
urbanstoriesproject@gmail.com
project by

Urban Stories: complete documentation

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