Presentation to EEE in Madrid.

1. EEE Project
Espacios Educativos Especulares
(Educational Reflected Spaces)
27th May 2013, Madrid
Robert Pratten
Transmedia Storyteller Ltd
@robpratten

2. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

3. Interactive Storytelling for Education & Training
• Our technology & its uses
• Our methodology

5. Orchestrate cross-platform experiences

6. Conducttr = Lego for transmedia storytellers
Twitter ChatBack Audience Content Locker
SMS Voting
TeamPlay
Facebook
Characters

7. Build once & replay. Only pay for what you need.
Location-based game
with monthly serialized
blog content?
You got it!
CMS
Audience Database
Behavioral targeting

8. Broadcast TV show with
personalized mobile content
and interactive characters on
social media?
You got it!

9. ColaLight
Affordable solar LED lighting for rural
communities in the developing world

10. Interactive engagement
Text “play” to XXX to help Unma get
her daughter to school
Funding now at x% of target
Congratulations to Team xyz
Real Fictional

11. AirPi
http://airpi.es/
The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi 
temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide
and smoke level

12. The Internet of Everything

13. Air quality-driven storytelling
CO affects
• character’s mood
• tone of tweets & blog posts
• game difficulty?

14. University of Southern California
Anti-bullying transmedia project

15. Interactive characters

16. Conducttr framework
Authoring environment
Loads in any browser
Story-Game Engine
Cloud-based, real-
time network
Intelligence.
API
Connect anything.
Mobile, RFID, web,
Facebook app

17. The Engine
Broadcast & reply emails, Tweets, SMS,
Facebook comments; Publish blog
posts, videos, images, Facebook
updates and more.
Events – when “stuff” should happen
Actions – personalization of experience
Control Layer
Content Layer
Real World Audience

18. Students/players
Individual Group 1 Group 2 Group 3 Team 1 Team 2
Everyone

19. Individual attributes

20. Interactive simulation
community-driven
story evolution
Control Layer
Content Layer call to action
action
personalization
Real World
community action
Individual
StudentsConducttr
call to action
Community

21. Case Study:
Educational ARG
Alternate Reality Game
600 students across Florida, USA

22. Teaching objectives
• Teach ethics and financial responsibility
• Simulation of real-life scenario
• Self-guided problem solving
• Collaborative working
• New media comprehension

24. Students love to role-play
Fictional environmental activist

25. Methodology
www.ActiveStorySystem.com

26. Transmedia Storytelling

27. 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
What can we use
from the storyworld
to inform
participation?
What types of
activity will meet
our goals?
1 What’s the goal: Revenue, Reach, Preference, Action?
2 Game player styles checked against each participation opportunity (e.g. killer,
achiever, socializer, explorer)
How are the
audience activities
realized?
Who is this for and
what are our goals?
Designing the Participatory Storyworld
Four creative processes that blend marketing with entertainment

28. Audience participation opportunities
Companion Actor
Outsider Observer
THINK
FEEL
DO
Moral dilemmas, meaningful
choices
Role-play,
provide building blocks
Reflection, consideration Exploring, discovering

29. Designing the Participatory Story
5. Write
synopsis
•Premise
•Themes
•Characters
•Conflict
6. Develop
Synopsis into Scenes
•Information revealed
•Character development
•Audience quests
7. Design the
Engagement
•Personalization
•Actions
•Teams
•Pacing
•Motivations
•Immersion
7. Design the
Engagement
•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
Story-first approach
Experience-first approach

30. Getting started
Story Participation

31. From story to scenes
• Describe the narrative as collection of SCENES
• Label the scenes by
• what information revealed
• how they advance the plot
• choices the player must make

32. Branching

34. Three decision points…
9 mins 18 mins 28 mins
Straw Sticks Bricks
Pig1 < Wolf?
Pig1 >= Wolf?
Pig 2 < Wolf?
Pig 2>= Wolf?
Pig 3 < Wolf?
Pig 3>= Wolf?

35. On Rails

36. Dynamic

37. Open

38. Need 4 layers of documentation?
Interactive Layer IF this happens THEN…
Narrative Layer JOHN is very ANGRY
Presentation Layer SEND a TEXT message
Experience Layer OMG! I can’t believe that!!
@robpratten

39. JENNA
Subject: THAT'S ALL I KNOW :(
I was supposed to be helping Paul that night but
I had to take care of my mom. Her oxygen was
running low and I had to find another place to
hook her up with a new can.
I was going to meet him back at my place but he
never made it.
I waited 30mins from when he was 'sposed to be in
and then I called his cell.
I don't know why but I could just tell summin was
up. We had a psychic connection.
About an hour later the police called me back and
that's when I found out he'd been murdered.
E-MAIL. Tell me about that night ON B15 j: tell me about that night
DELAY 00h 30min. REPLY. COUNT BY WORLD

40. E-MAIL. o: 60% Progress ON B16 k: tell me about that night
DELAY 00h 30min. REPLY. COUNT BY WORLD
LAUREN ORTEGA
(DIDN'T GET TO 60% EARLY)
Subject: STATUS: 60% COMPLETE
You're past half way!
You're now about 60% done towards solving this mystery.
Excellent work - keep it up.
No Alternatives
LAUREN ORTEGA
(KIESHA'S EMAIL KNOWN)
Subject: STATUS: A HUGE LEAP FORWARD!
Hey |name|
Wow, offering those words of comfort to Jenna really paid
dividends!
You picked up some early knowledge and it's put you quite
a way in front. Still... I think you should question some
of the other witnesses.
This is excellent work - keep it up.

41. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten
http://tstoryteller.com
US: +1 415-287-4150
Europe: +44 207 193 4567

42. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten
http://tstoryteller.com
US: +1 415-287-4150
Europe: +44 207 193 4567