Case study: Blast Theory SMS Drama Ivy4Evr
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Transcript of Case study: Blast Theory SMS Drama Ivy4Evr
Julianne Pierce, Executive Producer, Blast Theory
Case study: Trial episode of SMS Drama Ivy4Evr commissioned by Channel 4 Education
Blast Theory
Julianne Pierce
Case study: Trial episode of SMS Drama Ivy4Evr commissioned by Channel 4 Education
Digital Day, Brighton, 10th August
www.blasttheory.co.uk@blasttheory
Blast Theory
A group of artists based in Brighton, UK led by Matt Adams, Ju Row Farr and Nick Tandavanitj
Formed in London in 1991
In 2006 relocated to Portslade, Brighton and re-developed a former warehouse into studios and a permanent base for the company
Collaborating with the Mixed Reality Lab at the University of Nottingham since 1997
The company creates highly participatory experiences for audiences across performance, site-specific projects and gallery installations
The company has received several BAFTA nominations and a slate of awards for its work with performance and computer game technology
Can You See Me Now?, 2003
Interactive, mobile and location based technologies are central to the work of Blast Theory – utilising online, hand-held devices, wi-fi, GPS
Our recent focus is on ‘interactive narratives’ constructed around audio recordings, SMS (text message) and voice calls Day Of The Figurines,
2006
Rider Spoke, 2007
A Machine To See With, 2010
Blast Theory and broadcasting
Long term ambition to make a work with a broadcaster
Convergence offers us the opportunity to apply our expertise in interactive media to emerging broadcast platforms
• Access to new audiences• Creative and technical challenges• Business development • New revenue stream• New contacts and networks
Ivy4Evr
An interactive SMS drama Commissioned
by Channel 4 Education in 2010
To engage teenagers on issues of sex and
drugs
Each episode is 7 days longParticipants sign up at
www.ivy4evr.co.uk
Ivy4Evr
Written by the fantastic Tony White author of the acclaimed novel Foxy-T
Aimed at 14-17 year olds
The episode starts on a Sunday with Ivy on a train. Her sister – Lilsis – has posted a photo of a used condom on Facebook and tagged Ivy and her ex-boyfriend Degs. Ashamed, Ivy goes to stay with her mate Adz for a few days. As she settles down on Adz’s sofa Ivy admits that her period is late.
Register mobile number and
email address on theIvy4Evr website
Participants begin to receive
messages from Ivy – ranging
From quick updates about
the minutiae of her life right
at that moment, to pleas for
help with her dilemmasabout friends versus
family,college and bandcommitments
Participants text back advice
and chat to Ivy at any time
during the 7-day period
Ivy4Evr
The central narrative runs through each seven-day episode
There are a number of themes that you can explore with Ivy in detail if you choose - music, family and pregnancy
As these conversations build, the messages become more personal and intimate, with each participant able to decide how far the conversation will go
Ivy4Evr
Hey C, **personal question** Q. know someone who missed their period?
Erm, ii dont think i have......but i’ve seen stuff on the television about it. Not the same i know, Cx
Sorry to be nosy. Your lucky. I can’t talk to my parents about stuff like this though, can you?
Its okay. Well i could, but i don’t think i could? Cx
Really?!? Your lucky then. Always thought I would of told Lilsis about something like this.
Yeahh...but i’d be scared to how they would react. Sometimes you have to make hard decisions in life,
bad or good. CxDon’t really trust her now. Adz said IF I am do I know who the father would be? Q. Whats he take me for???
Maybe he’s just worried for you.? People say things that they think sounds good,
or supportive but the intent comes out wrong? When they’re worried. Cx
He’s looking out for me I know. Sorry if I’m being boring. For some reason I feel like I can talk to you about it... Do you mind?
No, not at all, i’m happy to help. Cx
Caitlin 513
Creative development
Why use SMS?• The ultimate native platform for
teenagers• Intimate: it mingles with your existing
friends• One to one• Quick: fits teenage lifestyles• Short : good for interaction design• Persistent• Quasi anonymous• Cheap (SMS included in standard
packages)
Developing the story• Conducted focus groups with young
people tofeedback on story development and text ‘language’
• Very iterative process based on feedback
• C4 provide advice and sign-off on script
Marketing
Challenge for Blast Theory as a new audience for us
Developed marketing strategy with Holler (Skins)
Created Ivy Facebook fanpage and Twitter identity
Promoted through T4, literary blogs, youth zines and teen sites
Our target for the trial 1,000 participants – reached 800
Technical developmentCustomised SMS platform developed by Talk Web, Brighton in close collaboration with Blast Theory
Approx 6 months development with continual testing in lead up to live trial for 800 participants in October 2010
Platform enables statistical and data analysis
Blast Theory owns the IP in the platform to ensure future development of SMS projects
Amount of Engagement
Depth of Engagement
“Sorry hun, what if I am pregnant tho – what the fuck would I do?”
Get by I suppose, you've got to do what you've got to do. You're going to have to choose if you want it or not, and you might later think whatever you chose
was a mistake, but at the time it was what you wanted and you're just going to have to remember that whatever you decide.
What the fuck does anybody do? You look at the options, face the facts n deal with what ya gotta deal with. There's a shitload of support out there. Yer mum
too...is she someone who,like,listens?
Hepzibah 412
Rob 584
Business development
Developed internal capacity for Blast Theory in• Negotiating IP and rights management• Data protection regulations• Risk management• Project management
Adding value to the organisation through technology R&D and innovation
Learning/issues
Legals and contracting with Channel 4• Utilising SMS• Data protection• Young people and privacy
Marketing and reach• Work with specialists with knowledge and expertise at reaching young people
Ethical issues• How do you invite intimate exchanges about sex and drugs without crossing the boundary?• Issues of trust – the blurring of Ivy as a fictional and ‘real’ character that invites a level of intimacy from the audience
Outcomes
Reached our target audience with proven depth of engagement
Blast Theory now a Channel 4 preferred supplier
Successfully trialed new technology platform
Developed new IP for the company
Potential for the platform to be licensed to other cultural or commercial companies
Full commission of full Ivy4Evr 6 episode series ????