17. Over 23 million views on
Over 35,000 blog posts
Over 140,000 shares on
Over 100,000
18. 2.7 millions visitors to
TheFunTheory.com
from 211 countries
92,000 visitors to blog
_____________________
Combined touch points:
+300% traffic into VW
23. +
My Backstory
Snr. Producer for Nickelodeon Kids and Family Games
Film/TV/Games Background
Story as the Foundation of ideas
3 Daughters – their safety #1
Saw the Piano Staircase video at work
www.thefuntheory.com - a contest!
Went home and scribbled some ideas…
29. +
Anatomy of these ideas
More story-fication than gamification – some things I consider at Nickelodeon
when developing games, and did on this as well:
Story Problem (is it one I/we care about?)
Backstory (what happened before these ideas showed up?)
Main Character Concern (winning, broadly defined)
Antagonist (opponent or big brother, “life”)
Obstacle/Inhibitor Character Concern (status quo, inferior solutions etc.)
Story Limit (time or an event)
Story Outcome (What happens if we do nothing?)
Ironic Story Premise (get paid for driving the speed limit….)
35. Give people a way to participate
Help get Facebook
To Unfriend Coal
Help build the new
Rainbow Warrior
36. Unfriend Coal Campaign
• 700,000+ have joined the Unfriend Coal
campaign to date.
• Record for most Facebook comments
on a post in 24 hours (80,000+ or one
every second for 24 hours).
• Facebook announced its Open
Compute Project recently, which will
help others make data centers more
energy efficient.
37. A New Rainbow Warrior
• The Rainbow Warrior is 32 years
old and needs to be replaced
• Give people a chance to own a
piece of the new ship.
38. A New Rainbow Warrior
• Created an ecommerce website
anewwarrior.com
• More than 400,000 pieces for
sale in the e-shop
• Contributors receive a certificate
of ownership and their name
appears on the contribution wall
of the new Rainbow Warrior
39.
40. Results to Date
• $1,838,208 raised so far
• 31,486 certificates of ownership
• 1,857,304 visitors from 171 countries to site
• 1000’s of new owners posted their certificates to social
network sites