Because who used to be our audience are now co-creators and spending time across a sea of media and devices. This counter from MUVEDesign’s Gary Hayes gives a brief insight into the torrent of social and anti-social content that only the best professional transmedia properties will be heard above the noise. Contact MUVEDesign for a consultation!
A cross-post from Gary’s main media site Personalizemedia
Tran-social-media-play [tran-soc-shuh-mee-dee-uh-pley] noun, verb
1 noun – a new form, a means of collaborative communication through play in constructed shared ‘media-rich’ environments
2 verb – taking part in game-like activity across and within online and offline social networks and media portals.
Can we truly create meaningful immersive media ‘experiences’ for others? Ones that last, are memorable, have impact & emotion and keeps the ‘experience players’ coming back for more? I am currently building services, working on papers and delivering courses on Experience Design and this post is a quick summation of some of the background thinking and good case studies.
Life is filled with so many exciting twists and turns. Hop off the straight and narrow whenever you can and take the winding paths. Experience the exhilaration of the view from the edge. Because the moments spent there, that take your breath away, are what make you feel truly alive. Â© 2000 Stacey Charter
Filmmakers and marketeers are clearly moving into #TranSocialMedia Play in a big way with a triple whammy at the moment of Star Trek, Terminator & Lost (fan) ARG’s and a raft of social media campaigns across other film and TV properties (some much better than others!). I have written about worlds immersion and cross-media design many times in the past but this post looks at the addition of social play into the mix – a permanent fixture.
I have talked a lot about Mixed Reality Entertainment on my media blog personalizemedia and how one of the most innovative uses of virtual space is to extend the TV or Film property into a 24/7, participatory environment.Â The reason for doing this is to drive traffic to the TV or Film but also to keep existing followers loyal to the branded property. There is more detail about the reasoning on my posts on Big Brother in Second Life (Witnessing the Birth of an Entertainment Form) as well as posts nearby on CSI in Second Life and many of MTVs properties in There.com. There are moves around the world including BBC and many European broadcasters who are creating worlds alongside and in some cases in front of the TV episodics. So it is great to see this trend continuing as the current series of Heroes being extended into Habbo
The agreement was brokered by the William Morris Agency and marks the first time ‘Heroes’ has partnered with a virtual world.
..but not in the usual way. As reported by LA Times “‘Heroes’ hops on to Habbo’s virtual world” they will be introducing a virtual-only character Syn Anders who will act as a bridge or guide to the TV series. NBC themselves give more detail here.
While following directions from a mysterious virtual messenger, the new character will take the audience on an adventure as she discovers the history of ‘Heroes’ through a journey that travels back and forth between Habbo.com and the ‘Heroes’ Evolutions site.Â “We’re excited to work with Habbo to introduce a new character that will extend the enormously popular and EmmyÂ® Award winning ‘Heroes’ interactive story beyond the official Web site on NBC.com,” said Stephen Andrade, senior vice president, Digital Development and General Manager, NBC.com.Â On Habbo.com, fans of the show will be able to interact with the new virtual hero through a variety of in-game activities. Habbos participating in a weeklong quest will discover their own special powers and will be recruited as new heroes. Those who successfully complete the mission will be awarded various virtual prizes.Â On the ‘Heroes’ Evolutions site, the new virtual hero will be woven into several of the in-universe, interactive extensions of the on-air show, including a character profile, the Primatech Paper Assignment Tracker and new chapters of the ‘Heroes’ graphic novels.
This is a great use of virtual worlds and it also shows that you don’t need richly rendered environments to be able to engage with participants in these spaces. Also in terms of the ‘linking’ paradigm,Â it is close to my level 3 wikipedia cross-media definition
Excerpt “Cross-media 3.0 â€“ Bridges. – The truest form of cross-media where the story or service structure is specifically authored to drive the audience using strong Call-To-Actions, across media devices to continue the journey. The content placed on the other platform is critical to staying in touch with the experience and the narrative bridges tease you towards investigating or moving to another media form/platform. Obvious examples include a TV show that ends suddenly and gives you a URL to explore more. It may be an SMS that teases and points you towards a live concert in a city square which then leads you to a TV show, then to a podcast then to subscription emails. The trigger, or bridge, is the critical component of this in motivating the cross-media action.”
Of course I would encourage all TV producers to think about their current audience and whether they want to reach them this way. More importantly you need to think of the appropriateness of creating inworld characters or environments for them to exist in – serious games (from documentaries) and childrens episodics are hot ones at the moment . The real effort is more about having great characters that are persistant in the space but beware of bots or NPC’s (non player characters) pretending to be real, this can have a strong counter productive effect. More later.
A presentation I gave last month at the Online Networking and Business Collaboration conference. This is one of twenty or so I did on a similar topic (engaging with virtual world inhabitants and game players) through 2008. The presentation broadly looks at 4 key areas
- The Actual Audience – who they are, what their demo and psychographics are
- The Market – dominant players, investment, in world currency and evident holes in the marketplace
- Some key case studies – what has worked, how things could be improved and
- A little bit about branded entertainment futures and how Virtual worlds will be more ‘merged’ with TV, film and the 2D social web.
Case studies included Best Buy, McDonalds, Nivea (Splinter Cell), MTV There, STA Travel, Fosters, Accenture, ABC, Intel, Jeep, Dodge, Habbo, Big Brother, Kelly Services, Gossip Girl, L Word, Football Superstars, Webkinz, Barbie Girls, Stardolls, BBC, blast theory,virtual office, club penguin, vside, little big planet, weblin, rocketon, imvu, ps3 home, second life (various including The Pond)
There are more presentations under the LAMP & Project Factory umbrella across social media, new form entertainment and virtual worlds at Gary’s slideshare account.