STORYTELLING IN A HYPER-CONNECTED WORLD

Transcription

1 STORYTELLING IN A HYPER-CONNECTED WORLD

2 T H E C A S T E D W O O D C O C K Director of Narrative B R I AN C O O P E R Executive Creative Director 2

3 Black Sunday 3

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5 I d sit there thinking there should be something better, where parents and children could have fun together... 5

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10 15k tickets 28k visitors 10

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12 "Walt's dream is a nightmare a fiasco the like of which I cannot recall in thirty years of show life. Variety Magazine Probably for the first time in his career, Disney has disappointed thousands of youngsters. Associated Press 12

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14 STORYVERSE 14

15 To be continued 15

16 Storytelling & Technology 16

17 TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER

18 TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER

19 TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER

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68 TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER Words Oral Voice Tribal - Words Pen Oral Written Voice Scripture Feudalism Informed Words Pen Movable Type Oral Written Print Voice Scripture Narrowcast Parliament Informed Connected Words Pen Movable Type Radio waves Oral Written Print Audi Visual Voice Scripture Narrowcast Broadcast Democratic State Informed Connected Empowered Words Pen Movable Type Radio waves 1s and 0s Oral Written Print Audio Visual Automated Voice Scripture Narrowcast Broadcast Mecast People Powered State Informed Hyper-Connected Hyper-Empowered 68

69 CONSEQUENCE 1 TECHNOLOGY IS DISCONTINUOUS The world is getting more and more complex 69

70 TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER Words Oral Voice Tribal - Words Pen Oral Written Voice Scripture Feudalism Informed Words Pen Movable Type Oral Written Print Voice Scripture Narrowcast Parliament Informed Connected Words Pen Movable Type Radio waves Oral Written Print Audi Visual Voice Scripture Narrowcast Broadcast Democratic State Informed Connected Empowered Words Pen Movable Type Radio waves 1s and 0s Oral Written Print Audio Visual Automated Voice Scripture Narrowcast Broadcast Mecast People Powered State Informed Hyper-Connected Hyper-Empowered

71 CONSEQUENCE 2 THE CONSUMER IS HYPER-CONNECTED AND HYPER-EMPOWERED They are in control and reaching them is impossible 71

72 It s a complex world And I m in charge 72

73 INTERRUPT SEEK OUT CONSUMER VIEW 73

74 INTERRUPT SEEK OUT ADVERTISING NEWS ENTERTAINMENT UTILITY CONSUMER VIEW 74

75 Right Message Right Person Right Place Right Time DATA 75

76 INTERRUPT SEEK OUT ADVERTISING NEWS ENTERTAINMENT UTILITY DATA DATA CONSUMER DATA 76

77 So where s your brand? 77

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79 INTERRUPT BRAND STORYVERS E SEEK OUT ADVERTISING NEWS ENTERTAINMENT UTILITY DATA DATA CONSUMER VIEW DATA 79

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84 A Brand Storyverse A brand narrative + A narrative style 84

85 HERO ANTAGONIST Moral: GOOD SHALL PREVAIL OVER EVIL MISSION RESOLUTION 85

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87 Battle of the Burgers 87

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89 HERO ANTAGONIST MISSION REASSURACE COMES WHEN YOUR EXPECTATION S ARE MET Quality can never be both fast and cheap RESOLUTION To deliver a consistent quality of food and service every time Guaranteed Happiness 89

90 HERO ANTAGONIST MISSION NOTHING SHOULD GET IN THE WAY OF HAVING IT YOUR WAY RESOLUTION Delivers what you want 90

91 McDonald s Warm & fuzzy Xmas ad 91

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93 Burger King Flame-grilled store 93

94 McDonald s Pay with lovin 94

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96 Burger King OK Google! 96

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98 McDonald s In store self-service 98

99 Burger King Venez comme vous êtes store 99

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101 And the moral is... Stay true to your storyverse, and live happily ever after 101

102 Three take-aways Create & cultivate your brand storyverse Remember the consumer s in charge Don t think channels, think types of story 102

103 THE END