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26. ⢠we have to design experiences that satisfy
core human needs
⢠ie. appeal to intrinsic motivations
34. Definition
⢠Requirements
⢠Goals
⢠Success Criteria
â˘KPIs, measurement
⢠Scope
â˘Countries, Territories,
Languages, Number of
Audience
â˘Interworking with other
companies & technologies
â˘Timing & duration
â˘Budget
⢠Customer
Development
⢠ActSS Define the World
â˘Story, Experience, Premise,
Goals, Audience, Platforms,
Execution
⢠One Sheet
⢠Title, log line, call to
action, short synopsis
⢠Creative direction
⢠look & feel, tone, mood,
age rating, violence,
language
⢠Team
⢠Risks
⢠Principal resources
⢠names and availability
⢠Principal creative
⢠Principal technical
development
⢠Inbound: Licensing &
copyrights
⢠Outbound: Franchising,
merchandising and
licensing
⢠Community
⢠management, editorial,
legal
⢠Business Case
Design
Delivery
â˘ActSS Design Operations
â˘Editorial & Legal processes,
â˘Premise, Themes, Characters,
Locations, Periods, Objects, Factions, Social media guidelines,
Community management,
Hierarchies
Escalation
⢠ActSS Define the Experience
⢠ActSS Define the story
â˘Gaming, Role-playing, Exploring,
Observing
⢠ActSS Define the Execution
â˘Timing, Events, Platforms, Pacing
⢠ActSS Write Synopsis
⢠ActSS Develop
Synopsis into Scenes
⢠ActSS Design the Engagement
⢠ActSS Design Interaction
⢠Platform-specific documentation
⢠Marketing Communications
⢠Series synopsis & arcs
⢠Future stories
⢠Media assets
â˘Video, audio, image, text, mobile,
web
⢠Events & locations
⢠Merchandise
⢠Touchpoints
â˘Owned, Paid, Earned
⢠Languages, countries, georestrictions
⢠Capacity planning
⢠Controls
â˘Production
â˘Implementation & testing
⢠Audience building &
community outreach
â˘Marketing communications
⢠Advertising, SEO, paid Search,
Seeding, PR, Social media
â˘Launch
â˘Operations
â˘Metrics
35. Define the
World
⢠Story
⢠Experience
⢠Audience
⢠Platforms
⢠Goal1
⢠Execution
Define the
Story
⢠Premise
⢠Themes
⢠Characters
⢠Locations
⢠Periods
⢠Objects
⢠Factions
⢠Hierarchies
Define the
Experiences
⢠Goals
⢠Gaming2
⢠Role-playing2
⢠Exploring2
⢠Observing2
Define the
Execution
⢠Timing
⢠Events
⢠Platforms
⢠Pacing
36. 6. Develop
5. Write
synopsis
⢠Premise
⢠Themes
⢠Characters
⢠Conflict
7. Design the
Engagement
Synopsis into Scenes
⢠Information revealed
⢠Character development
⢠Audience quests
7. Design the
Engagement
⢠Personalization
⢠Actions
⢠Teams
⢠Pacing
⢠Motivations
⢠Immersion
⢠Personalization
⢠Actions
⢠Teams
⢠Pacing
⢠Motivations
⢠Immersion
6. Develop
Engagement into Scenes
⢠Information revealed
⢠Audience quests
⢠Character development
5. Write
synopsis
⢠Premise
⢠Themes
⢠Characters
⢠Conflict
8. Design the
Interaction
⢠Platforms
⢠Media
⢠Out-of-World
⢠In-World
⢠Block diagrams
⢠User Journey
⢠platforms
⢠phases
9. Design the
Operations
⢠Editorial process
⢠Legal process
⢠Social media
guidelines
⢠Community
management
⢠Escalation
⢠Metrics
39. Online
On Location
Transbay âConnected Citiesâ
HEAD
HEART
EGO
SOUL
Tweet #PASSION
Tweet #REALITY
Tweet #WISDOM
Tweet #FREEDOM
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
Lead a better life - get
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
Lead a better life - get
connected and help
us build an AppiCiti
(www.appiciti.com)
connected and help
us build an AppiCiti
(www.appiciti.com)
47. âLife is not measured by the
number of breaths we take,
but by the number of moments
that take our breath awayâ
49. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten
Robert@tstoryteller.com
Europe: +44 207 193 4567
USA: +1 415 287 4150