STORYTELLING IN A HYPER-CONNECTED WORLD

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

Black Sunday 3

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

15k tickets 28k visitors 10

"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

STORYVERSE 14

To be continued 15

Storytelling & Technology 16

TECHNOLOGY STORYTELLING MEDIUM GOVERNANCE CONSUMER

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

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

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

It s a complex world And I m in charge 72

INTERRUPT SEEK OUT CONSUMER VIEW 73

INTERRUPT SEEK OUT ADVERTISING NEWS ENTERTAINMENT UTILITY CONSUMER VIEW 74

Right Message Right Person Right Place Right Time DATA 75

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

So where s your brand? 77

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

A Brand Storyverse A brand narrative + A narrative style 84

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

Battle of the Burgers 87

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

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

McDonald s Warm & fuzzy Xmas ad 91

Burger King Flame-grilled store 93

McDonald s Pay with lovin 94

Burger King OK Google! 96

McDonald s In store self-service 98

Burger King Venez comme vous êtes store 99

100

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

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

THE END