BY TIM WRIGHT

timw@xpt.com

CROSSPLATFORM WRITINGCROSSPLATFORM WRITING

CROSSPLATFORM WRITINGCROSSPLATFORM WRITING

WHAT PLATFORMS?WHAT PLATFORMS?

WEBWEB+ +

WIRELESSWIRELESS

THE DIFFERENCETHE DIFFERENCE

THE MOVIE

THE GAME

THE MOVIE

THE GAME

MERCHANDISINGMERCHANDISING PR & MARKETINGPR & MARKETING

FRANCHISING & FORMATTINGFRANCHISING & FORMATTING

TRADITIONAL TRANSMEDIATRADITIONAL TRANSMEDIA

‘‘SIMPLE’ CONVERSIONSSIMPLE’ CONVERSIONS

‘‘COMPLEX’ CONVERSIONSCOMPLEX’ CONVERSIONS

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

CHOOSING SOFTWARECHOOSING SOFTWARE

for the girl who stole my ice cream in 1973

NOODLING

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

PERSONALISATIONPERSONALISATION

Webcam & Email DramaWebcam & Email Drama

ONLINE CAROLINEONLINE CAROLINE

87% episode on episode retention rate87% episode on episode retention rate500,000 Impressions500,000 Impressions

2,500 emails to Caroline per month2,500 emails to Caroline per month100+ ansaphone messages per week100+ ansaphone messages per week

66,500 episodes viewed a month66,500 episodes viewed a month7 average page views per episode7 average page views per episode

11,000 hours online at 10 minutes per episode in month 111,000 hours online at 10 minutes per episode in month 1£0 marketing spend£0 marketing spend

Promoted on the Freeserve home page for approximately a week Promoted on the Freeserve home page for approximately a week

“CAROLINE – BIG COMMISERATIONS ON YOUR

BURGLARY! DO YOU KNOW THAT IT WAS ALL SET

UP AS ‘EXTRA ENTERTAINMENT’ FOR

VIEWERS?...”

“I’VE LET THE POLICE KNOW BUT THEY WEREN’T

REALLY ABLE TO DO ANYTHING COS I DON’T KNOW

YOUR ADDRESS.I PHONED THEM AGAIN BUT THEY

STARTED GETTING A BIT SHIRTY.”

ONLINE CAROLINEONLINE CAROLINE

WHO THE HELL ARE YOU AND

WHY HAVE YOU BEEN SENDING

MESSAGES TO MY DAD? HE HAS

GOT MY MUM AND WOULD NOT

WANT ANYONE ELSE!

ONLINE CAROLINEONLINE CAROLINE

Virtual Gift-Giving Service

INCREASED ONLINE TIME

PERSONALISATION & TRACKING

SPONSORSHIP & MARKETING

MOBILE APPLICATIONS

REAL GIFT GIVING

IT3CIT3C

“AN AQUARIUM 250CM X 100CM X 100CM”

“A REALLY RICH CHOCOLATE CAKE, A REALLY

RICH HUSBAND, A TELEPHONE THAT WORKS IN THE

SHOWER, A HUSBAND THAT WORKS IN THE SHOWER,

A REALLY BIG DIAMOND RING, BIGGER BOOBS,

DID I ALREADY MENTION CHOCOLATE CAKE?”

“HER BACK”

IT3CIT3C

XPTXPT

http://uk.youtube.com/watch?v=ThIOzDwBRZ4

http:/www.xpt.com

• Lonelygirl15• Kate Modern• Sophia’s Diary• Anna’s Phone

ONLINE CAROLINEONLINE CAROLINE

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

JOINING UP THE DOTSJOINING UP THE DOTS

ONLINE CAROLINEONLINE CAROLINE

BBC CASTAWAYBBC CASTAWAY

TODAYTODAY

THE TELECTROSCOPETHE TELECTROSCOPE

IN SEARCH OF OLDTONIN SEARCH OF OLDTON

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

THE RETURN PATHTHE RETURN PATH

REMIXINGREMIXING

REPURPOSINGREPURPOSING

Participative Blog Fiction

ARTS RESEARCH & EDUCATION

WORKSHOPS & PERFORMANCES

PLAYING CARDS

BBC RADIO BROADCAST

IN SEARCH OF OLDTONIN SEARCH OF OLDTON

DEAR TIM,

DO YOU REMEMBER THE ALLOTMENTS?

I CAN'T PLACE THEM ANYWHERE BUT

OUR UNCLES AND OUR GRANDADS HAD

THEIR SHEDS THERE, WHERE OLD

PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS

FLASKS GAVE OFF A SCENT OF SUGARED MILK.

WE ATE PEAS THERE, FROM THE POD.

“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”

USER GENERATED CONTENTUSER GENERATED CONTENT

“I MET A LADY LAST YEAR WHO TOLD ME

TO WRITE YOUR NAME ON A PIECE OF

PAPER, ATTACH IT TO A BALLOON, AND

THEN LET GO.INSTEAD I MADE YOU A

ROOM, PLAYED YOU SONGS, GOT DRUNK AND

IMAGINED YOU WALKED IN AND GAVE ME

YOUR JUMPER TO WEAR.”

“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”

IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?

MIXED MEDIAMIXED MEDIA

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

PLAYPLAY

PARTICIPATIONPARTICIPATION

Web 2.0 Play

(MEANINGFUL?) WEB 2.0 CONTENT GENERATION

PERFORMANCES & EVENTS

WORKSHOPS & EXHIBITIONS

GAMES & COMPETITIONS

ARGs!?

GOLF ON THE MOON

TALK LIKE AN ASTRONAUTBE SHORT, SHARP & CONCISE IN ALL COMMUNICATION

WRITE DOWN AN EXAMPLE OF THE QUICKEST WAY TO SAY SOMETHING IMPORTANT…

Delete - other - you -

FIRE!Say again. Over.

DON’T SING!

GOLF ON THE MOON

BUILD ME A ROCKET

BRICK BY BRICK

GOLF ON THE MOON

TURN MAJOR TIM INTO YOUR TOY

GOLF ON THE MOON

DESIGN & PLAY YOUR OWN MOONGOLF HOLE

GOLF ON THE MOON

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

MOBILITYMOBILITY

drama everywhere

on the MOVEin your pocketup your street

MOBILITY. PROXIMITY.

Wireless access Mobile video Located media

ADD YOUR STUFF, FIND YOUR FRIENDS.

stick your own stuff on mapsmake trails for other people

stick your own stuff on mapsmake trails for other people

Find stuff near you

Check out the local action.

Watch scenes THAT RELATE TO where you are

right now

Rate scenes & routes

leave comments,

make judgements,

Suggest & write new scenes

lure characters into locations

Watch characters & storyLines come to life near you

Your input changes the route

BRING THE DRAMA TO YOU.

BROADCASTERSBBC, C4, ITV, SKY, MTV, DISCOVERY, ENDEMOL, ALL3MEDIA

MOBILE OPERATORS VODAFONE, ORANGE, T-MOBILE, 02

ISP & WEBGOOGLE, YAHOO, MSN, BEBO, MYSPACE

TELCOS BT, CARPHONE WAREHOUSE, VIRGIN

GAMES SONY, NINTENDO, MICROSOFT, EA

OBVIOUS MARKETSOBVIOUS MARKETS

RETAILERSTESCO, ICELAND, OCADO, MCDONALDS

HARDWARE MANUFACTURERSSONY, NOKIA, HP, LOGITECH, APPLE

ADVERTISERSBMW, SMIRNOFF, NIKE, GUINNESS

PRINT PUBLISHERSPENGUIN, NEWS INTERNATIONAL, IPC, GUARDIAN

HOME SERVICE PROVIDERSBRITISH GAS, OCADO, NATWEST

LESS OBVIOUS MARKETSLESS OBVIOUS MARKETS

EDUCATION DIGITAL CURRICULUM, CREATIVE PARTNERSHIPS, TEACHERS TV, AHRC

PUBLIC FUNDS DTI/DCMS, NESTA, ARTS COUNCIL, FILM COUNCIL,

WELCOME FOUNDATION, NATIONAL HERITAGE

INDEPENDENT WEBYOUTUBE CHANNELS, HABBO HOTEL, WoW

USER GENERATED CONTENTFLICKR, TYPEPAD, LIFEBLOG, 4DOCS

PUBLIC SPACESTHEATRES, MUSEUMS, TRAIN STATIONS, SPORTS ARENAS, SHOPPING CENTRES

INDEPENDENT MARKETSINDEPENDENT MARKETS

TELEVISION & FILMNEWS – SPORT - RADIO – DOCUMENTARY - DRAMA

MOBILEVOICE – TEXT – MUSIC – GAMES – PHOTOS – CLIPS – WEB - SEARCH

BROADBAND WEBVIDEO – ANIMATION – AUDIO - COMMUNITY – MMP GAMES - ARGS

CONSOLE GAMESRPG – SHOOT ‘EM UP – SPORTS – SIMULATION - SONG & DANCE - CASUAL

-

OBVIOUS GENRESOBVIOUS GENRES

CROSS MEDIA/HYBRIDSTREASURE HUNTS – CONSPIRACY THEORIES –

PARLOUR/PLAYGROUND GAMES – MUSIC/AUDIO/RADIO

PRINTJIT PUBLISHING – PERSONALISED PRINTING – PHOTOS

LIVE PERFORMANCEMUSIC – THEATRE – SPORT - FUNPARKS

TEENS/EDUCATIONDIGITAL CURRICULUM – GAMES – DOCUMENTARY – TOOLS & SERVICES

LESS OBVIOUS GENRESLESS OBVIOUS GENRES

USER GENERATED CONTENTALTERNATE REALITY GAMES

VIDEO EVERYWHERELOCATION/SITE SPECIFIC WEARABLES/MAKABLESARTIFICIAL INTELLIGENCE

ROBOTICS

THE FANCY STUFFTHE FANCY STUFF

Video Production & EditingSound & Music Production

Scriptwriting & EditingInteractive Copywriting

2D/3D Design (HTML/Graphics/Interface/Branding)Flash Animation

Interaction & Games DesignMobile DevelopmentHTML ProgrammingServer Programming

Middleware ProgrammingTechnical Testing

User TestingHosting Services

SMS ServicesCommunity Management & Moderation

Sales & MarketingPackaging & Distribution

Financial & Legal ManagementProject Management

THE TEAM YOU MIGHT NEED

Project SummaryKey Features

PlatformTarget Market

Sample ScriptVisual Treatment

Basic Walkthrough2 x User Scenarios

Cost Summary + Detailed Budget

Project Value/Revenue OpportunitiesRights

Past ProjectsProduction Partners

Resource/Asset ListFunctional SpecTechnical Spec

SoftwareWeb Pitch/Canned Demo

DOCUMENTATION

The Author

Software: GoLive, PhotoShop, Flash…

Services: Web hosting, trAce forums, Typepad, Printing, Paypal

Funders: Writers for the Future/4Learning

Output: Workshops, Training, Skills Development,

Playing Cards, Radio Drama, Net Traffic, Community Building

The Audience!

A SIMPLER APPROACH

WRITING FOR DIGITAL MEDIA CHANGES THE WAY YOU WRITE

WRITING TO FITWRITING TO FITDIFFERENT STYLES 4 DIFFERENT PLATFORMSDIFFERENT STYLES 4 DIFFERENT PLATFORMS

CHARACTER DEVELOPMENTCHARACTER DEVELOPMENTPERSONALISATIONPERSONALISATION

JOINING UP THE DOTSJOINING UP THE DOTSMAKING PEOPLE CLICKMAKING PEOPLE CLICK

WORKING WITH SOFTWAREWORKING WITH SOFTWAREMOBILISATION (AND PROXIMITY)MOBILISATION (AND PROXIMITY)

BEING USEFULBEING USEFUL

PLAY & PARTICIPATIONPLAY & PARTICIPATIONPUZZLES & CONSPIRACIESPUZZLES & CONSPIRACIES

THE RETURN PATH & LATENCYTHE RETURN PATH & LATENCYREMIXING, REPURPOSINGREMIXING, REPURPOSING

ENTERTAINING ENTERTAINING RESPONSIVERESPONSIVERESPONSIBLERESPONSIBLE

INCLUSIVEINCLUSIVEPLAYFULPLAYFUL

CONTEXT SENSITIVE CONTEXT SENSITIVE NETWORKEDNETWORKED

SOCIAL SOCIAL *AND* *AND*

USEFULUSEFUL

BEING USEFULBEING USEFUL

MULTIPLATFORM STORYTELLING FOR SCREENWRITERSMULTIPLATFORM STORYTELLING FOR SCREENWRITERSPollyanna Lindley on 020 7025 1987 Pollyanna Lindley on 020 7025 1987

or email pollylindley@01zero-one.co.uk, or apply online at http://www.01zero-or email pollylindley@01zero-one.co.uk, or apply online at http://www.01zero-one.co.uk/apply_now.htm.one.co.uk/apply_now.htm.

BOOKMARKSBOOKMARKShttp://delicious.com/timwright1964/zero1http://delicious.com/timwright1964/zero1

BLOGBLOGhttp://timwright.typepad.com/http://timwright.typepad.com/