CROSS-PLATFORM WRITING
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Transcript of CROSS-PLATFORM 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 [email protected], or apply online at http://www.01zero-or email [email protected], 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/