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Transmedia Storytelling
                     - wie man mit ‘good stories’ Kunden bindet




Patrick Möller
Berlin, 23.04.2013
Vom
Geschichtenerzählen
„The universe is made of stories, not of atoms“
                                       Muriel Rukeyser
                                   Fotonachweis:CC-BY2.0 - NASA | Link
Fotonachweis:CC-BY-SA2.0 – Patrick Gruban | Link
Fotonachweis:CC-BY2.0 - Cliff | Link
Boooooooomblastandruin (CC BY-NC-ND 2.0) | Link
brizzle born and bred (CC BY-SA 2.0) | Link
© 2007, by Warner Bros. (via Wikipedia)
Knuton (CC BY-SA 2.0) | Link
© 2012-2013 Jeremiah Morelli (*jerry8448) | Link
© 2012-2013 Jeremiah Morelli (*jerry8448) | Link
Fotonachweis: © Bantam Books
Grafiknachweis: © Sean Michael Ragan | Link
Das
Erlebnis
Fotonachweis: © P. Moeller
Die
Grundlagen
ERLEBNISSE




       FIGUREN                                        KONFLIKT



                              ZEIT


ORTE



                                     SPANNUNGSBOGEN


                                 Fotonachweis: inner universe von Beth Scupham (Lizenz: CC BY 2.0) | Link
ERLEBNISSE




       FIGUREN                                        KONFLIKT



                              ZEIT


ORTE             EMOTION



                                     SPANNUNGSBOGEN


                                 Fotonachweis: inner universe von Beth Scupham (Lizenz: CC BY 2.0) | Link
ERLEBNISSE




                                                                                                        Fotonachweis: inner universe von Beth Scupham (Lizenz: CC BY 2.0) | Link
   FIGUREN                                  KONFLIKT



                          ZEIT


ORTE
             EMOTION


                                 SPANNUNGSBOGEN




                                           ERZÄHLER
                                            Bild: inner universe von Beth Scupham (Lizenz: CC BY 2.0)
ERLEBNISSE




                                                                                                        Fotonachweis: inner universe von Beth Scupham (Lizenz: CC BY 2.0) | Link
   FIGUREN                                  KONFLIKT



                          ZEIT


ORTE
             EMOTION


                                 SPANNUNGSBOGEN




                                           ERZÄHLER              +         VERTEILER
                                            Bild: inner universe von Beth Scupham (Lizenz: CC BY 2.0)
Transmedia
Storytelling
Grafik: Jenka Gurfinkel
Beispiel I:
             Alternate Reality Game
•   Titel: „Charlotte is becoming Real“
•   Agentur: vm-people GmbH
•   Kunde: St. Martins Press
•   Ziel: Autorenmarketing zur Einführung des Autors auf dem US-
    amerikanischen Markt
Grafiknachweis: © Fotograf H. Henkensiefken
Covernachweis: © St. Martins Press
Stellen wir uns einmal vor …




                   Fotos von Teilnehmern des ARGs nach dem Empfang | Link
Eine der Aufzeichnungen der Diktaphone | Link
Fotos von Teilnehmern des ARGs nach dem Empfang | Link
Fotos von Teilnehmern des ARGs nach dem Empfang | Link
Website des Psychiaters Ivan Krotzler (nicht mehr online verfügbar)
Photo-Walk – Folgte man den Fotos, fand man ein Versteck
Die Story verlagert sich von San Diego nach New York in den Central Park
Dort findet man ein Paket, dass diese Nachricht enthält
Website eines fiktiven Reiseunternehmens | Link
Reise zweier Teilnehmer aus den USA zum Finale in den Sacrower Forst | Link
Beispiel II:
            Social Media Storytelling
•   Titel: „Vivienne von Wattenwyl“
•   Ausführender: Caspar Lösche
•   Kunde: Stadttheater Bern
•   Ziel: Bekanntmachung der Charaktere und ihrer Erlebnisse im
    Vorfeld der Tanztheater-Premiere
Nacherleben der Stationen der Reise (1923/1924) der Hauptfiguren auf der Karte | Link
Nacherleben auf Pinterest | Link
Nacherleben auf Twitter| Link
Beispiel III:
            Social Media Storytelling
•   Titel: „Effie Briest“
•   Ausführung durch: Maxim Gorki Theater-Berlin
•   Kunde: Maxim Gorki Theater-Berlin
•   Ziel: Aufmerksamkeit in der jungen Zielgruppe auf FB vor der
    Theater-Premiere
Live miterleben auf Facebook| Link
Nachschauen auf Youtube | Link
Beispiel IV:
               Website Storytelling
•   Titel: „The hybrid Graphic Novel“
•   Ausführende: BETC Digital
•   Kunde: Peugeot
•   Ziel: Herausstellung der Merkmale des neuen Modells anhand
    einer Graphic Novel
Nacherleben im Web | Link
Beispiel V:
              Website Storytelling
• Titel: „Hobo Lobo of Hamlin“
• Ausführender: Stevan Živadinović
• Ziel: Bekanntmachung der eigenen Fähigkeiten als
  Webdesigner und Programmierer
Nacherleben im Web | Link
Beispiel VI:
                   App Storytelling
•   Titel: „Mission Mauerfall“
•   Ausführender: imaginary friends
•   Kunde: Sprylab (tripventure)
•   Ziel: Anpassung und Weiterentwicklung einer bestehenden
    Geschichte zum besseren Kennenlernen geschichtlicher Orte
Nachspielen | Link
Nachspielen | Link
Beispiel VII:
           Transmedia Storytelling
• Titel: „Ewig Mein“
• Ausführender: UFA Lab (unter Mitwirkung der imaginary
  friends)
• Kunde: Droemer Knaur Verlag
• Ziel: Aufmerksamkeitsfördernde Kampagne vor der
  Veröffentlichung des neuen Buches „Abgeschnitten“ von
  Sebastian Fitzek und Michael Tsokos
Nacherleben| Link
Nacherleben| Link
Nacherleben| Link
Nachschauen auf Youtube | Link
Vielen Dank für Ihre Aufmerksamkeit!



               @patmo
     p.moeller@imaginary-friends.de

    http://www.imaginary-friends.de/


                     Hintergrundgrafiken und Layout dieser Präsentation: Elegantthemes.com | Link

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Transmedia Storytelling