stART together
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Transcript of stART together
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Transmedia Storytelling im kommerziellen KontextBerlin, 30. März 2011
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Hallo!
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Amos(Alexander Maximiliano Otto Serrano)
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Virales Marketing
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Social Identity
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Transmedia Storytelling
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Warum bloss?
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The Broad Approach
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Wie wäre es mit einer etwas smarteren Herangehensweise?
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FANS
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Warum ist Transmedia Storytelling im Marketingkontext sinnvoll?
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Das Netz bildet die Vernetzung seiner User ab.
Das Marketing muss dieser Vernetzung folgen.
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20
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Story wird auf die Motivationen der Zielgruppe zugeschnitten.
Kommt direkt aus dem Produkt.
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Warum sollte jemand so etwas spielen?
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Der Alltag
Da muß doch mehr da draussen sein!
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Dem Alltag das Abenteuer zurück bringen.
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viral Triggers:
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Grenzen überschreiten
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Emotionales Involvement
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Publikum
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Starring:
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Hero:
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Levels of Involvement
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Wie groß oder gering muss die Herausforderung an die Influentials
sein, damit sie von passiven Lesern zu aktiven Spielern werden?
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Levels of Involvement(In consideration of the Pareto Distribution)
90%
9%1%
Consume Participate Contribute
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Level 1
Einblick über Klassische Media und PR
Level 2
Besuchen der Zentralen Story-Site
Level 3
Verfolgen einzelner Banner, Links, Blogs, Hinweise, Aufgaben, Social Media
Level 4
Teilnahme an Live Events
Level 5
TOTAL IMMERSION
Jeder Interessierte kann sich jederzeit auf jedem Level bewegen und auch mehrfach zwischen einzelnen Leveln switchen.
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Alternate Reality Game„Unberührbar“
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Rabbitholes
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Dinge, die direkt als Content in die Netzwerke diffundieren.
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Aufgaben, die intellektuell herausfordern.
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Countdown zur Metasite
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Dramaturgischen Raum lassen, damit sich die Community sammeln kann.
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Reale Kanäle
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Artefakte
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Ingame Sites
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Community Sites
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Backstory in Form eines LARPS
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6 Live Events
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BuchTag
ebuch
LARPARG
Showdown
App
Erzählkosmos aktuelles ARG „Unberührbar“
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Planung
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Vom Buch zum Erzählkosmos:
ARG als transmediale Experience dient nicht nur der Vermarktung, sondern zur Produktion für persistenten Content; z.B. einer App oder eines enhanced eBooks
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Vielen Dank für Ihre Aufmerksamkeit!
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Seien Sie der Rede wert!
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