1. crowdcontrol
Harnessing the masses for fun and profit....
GO
Monday, November 5, 2012

2. This talk will cover.....
Crowd creation co-created projects crowd funding Chatting with Luke & Yomi
Creating Rabid Fans Lets All Work Together The Money “Live” Case studies
Audiences are often overlooked. Using Co-created projects can be intensive & This is the most talked about aspect of crowd Projects will be presented by:
crowdsourcing techniques can help you to complex. But, when done well, can create an sourcing. When done well, it can be not only a Time Tribe by Lucas
engage and capture your the imagination of unparalleled experience for creators and their money maker for the project but also a great
Johnson (Silverstring Media),
your fans by letting them be part of the audience. opportunity for audience building and
project. marketing as well. Clockwork Watch by Yomi Ayeni
(Expanding Universe)
Monday, November 5, 2012

3. Let’s talk about....
CrowdCreation
Audiences have long been lost behind Nielsen ratings and other systems that create a barrier to real
actual people. Now is our chance to break through that barrier and connect to living, breathing
humans to build audiences by building them into the process. Some examples of really engaging
your audience:
Monday, November 5, 2012

4. Let’s talk about....
CrowdCreation
Audiences have long been lost behind Nielsen ratings and other systems that create a barrier to real
actual people. Now is our chance to break through that barrier and connect to living, breathing
humans to build audiences by building them into the process. Some examples of really engaging
your audience:
* I’m Here by Spike Jones * HUnger games
Monday, November 5, 2012

5. Let’s talk about....
CrowdCreation
I’m Here {by Spike Jones}* ....
*case study by Siobhan O’Flynn
Monday, November 5, 2012

6. I’m Here....
TheEnagagementStrategy
Video Booth Confessional Ongoing Promotion Ongoing Pop-Up Screenings Online Virtual Cinema
Pop UP Screenings Unconventional Screenings Teaser marketing Festival Screenings
Monday, November 5, 2012

7. Let’s talk about....
Hunger Games*
CrowdCreation
*case study by Siobhan O’Flynn
Monday, November 5, 2012

8. Hunger Games...
Hunger Games cont...*
BuildingAudience
Fan Created work Official Sites
*case study by Siobhan O’Flynn
Monday, November 5, 2012

9. Let’s talk about....
Hunger Games cont...*
CrowdCreation
*case study by Siobhan O’Flynn
Monday, November 5, 2012

10. How does it look when we ....
CoCreate
Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many
ways this is the most traditional form of storytelling ... collective voices coming together to recount,
share and feed off of each other to create an experience.
Monday, November 5, 2012

11. How does it look when we ....
CoCreate
Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many
ways this is the most traditional form of storytelling ... collective voices coming together to recount,
share and feed off of each other to create an experience.
* Robot Heart Stories * Post Secret
Monday, November 5, 2012

12. Robot Heart Stories
theOverview
42 Students Montreal and LA 2 Teachers
10 Stories 1 Rocket into space
Robot Hearts Stories, a Reboot Stories prototype, is an experiential learning
project that uses collaboration and creative problem solving to put education
directly in the hands of students. It was developed and executed by Lance
Weiler, Janine Saunders, Atley Loughridge and Ele Jansen. This fall, two
classrooms, a continent apart, will work together to get a lost robot home,
and they will need the audiences help.
The project concludes with an actual space launch! That’s right the robot
along with copies of the students stories and artwork will board a
commercial rocket that is headed to the space station later this fall. {A}
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the
Monday, November 5, 2012 release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including ve

13. Robot Heart Stories
storyco-creation
experimental co-creation evolved* from a framework of....
The ARC The The
The story’s
A Robot reporting
back about Earth & The The narrative
the Humans that live
Narrative call
on it
Theme Narrative prop
Fish Out of Water Backbone ‘Share your passion
Thread
to propel Laika & A robot plush toy
The robot's journey education forward' propelled the story
bridged collaboration, forward & created
story & curriculum. This consisted of Laika emotional connection.
finding joy in what the kids
are passionate about and
then amplified that energy
** this evolution happened during and after the creation process rather than a pre-determined framework. See Ele Jansen {B}
Monday, November 5, 2012

14. Robot Heart Stories
storyco-creation
Co-designing a Curriculum Driven Story..
Narrative + game + education
equals
a curriculum based on playful,
experiential learning
Monday, November 5, 2012

15. Robot Heart Stories
Launchingintospace
Laika was launched into space
She took the kids artwork &
stories with her ensuring a belief
that these kids can do great
things
Monday, November 5, 2012

16. Robot Heart Stories
cooperationcollaboration
Robot Heart Stories is a collaborative project through & through...
Lessons learned: ideating
The co-creative process evaluating
should leave room for social
commentary
create {confidence}
Still discovering share {intellectual property}
mechanisms to trust {ethics}
{B} IMG: Collaborative Tiers in Reboot Stories
participatory projects
Monday, November 5, 2012

17. Let’s talk about....
CrowdCreation
Post Secret ... While not a traditional ‘entertainment’ project, Post Secret is a
great example of creating a nuanced project in which the
content is entirely crowd sourced. This project has been
ongoing for years and has managed to create a heartfelt,
funny, sad, and creative look at the human condition.
Monday, November 5, 2012

18. The money bit...
Crowdfunding
This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done
this really, really well.
Monday, November 5, 2012

19. The money bit...
Crowdfunding
This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done
this really, really well.
* Stats overview * Patient 0 - A success story
* A Graph
Monday, November 5, 2012

20. The Money.
Statsoverview
Kickstarter:
http://www.kickstarter.com/help/stats
Monday, November 5, 2012

21. The Money.
achart
Monday, November 5, 2012

22. The Money.
AsuccessStory
Patient 0...
Patient 0 is a fully immersive live action real life, multiplayer, first person shooter, role-playing game. If you ever wanted to get off
the couch and play your favourite first person shooter video game for real, this is the event for you. Patient 0 is the first game
event by IRL Shooter and it will blow your mind.
From the moment you purchase your ticket, you will be taken on a journey into a completely realised universe of their design,
culminating in you and 5 of your friends having to fight your way through a zombie infested building, solving puzzles, collecting
information and trying to stay alive. Imagine the most realistic first person shooter video game, in real life.
Monday, November 5, 2012

23. The Money
theCrowdsourcing
AU$243,480
Actual Amount raised
AU$10,000
Initial GOAL
The Patient 0 team not only hit on a zeitgeist but also targeted core communities. According to an The Funding Launchpad,
‘Their marketing focused on reaching out to the online newsgroups, forums, and new sources they were already active in. They
have also been very active in responding to emails, posts, comments, tweets, and other communications about their project.’ So,
again, their targeted focus on their audience has, literally paid off for this savvy team. {A}
Monday, November 5, 2012

24. The Money
theCrowdsourcing
Posted on YouTube
Posted on Pozible
Promoted on Reddit,
Facebook, Twitter, blogs,
newsfeeds, etc.
www.pozible.com/index.php/archive/index/6118/description/0/0
Monday, November 5, 2012

25. Patient 0
theMarketingCampaign
Patient 0 was marketing completely through social media and word of mouth.
audience was key to the marketing plan by turning them into advocates
the patient 0 team answered every email, responded to every tweet, and kept the conversation alive on facebook, created an
active forum on their website, developed an audience on youtube
facebook was the key mode of communication & dissemination of information
using free online tools was integral to maintaining this level of communication including Google Analytics & Hootsuite.
their fundraising campaign on crowdsourcing platform pozible, which also
served as marketing, crashed their site because after it was posted on
reddit because of high traffic
used a variety of techniques including give aways and
opportunities for fans to add their own voice to develop
a strong sense of connection to their audience and,
therefore, an active & spreadable conversation
Monday, November 5, 2012

26. Patient 0
theMoney
Patient 0 has been successful using both new business models as
well as traditional means of revenue generation. One thing to note,
for both Canadian and Australian producers, is that they have not
used any public funds but have found other means to both raise the
funds to develop the project and to make profits from it. Some of
these include:
๏ Crowdsourcing
๏ Merchandise + Other Add Ons
๏ Ticket Sales
๏ Strategic Partnerships
Monday, November 5, 2012

27. Let’s talk about....
Crowdfunding
In summary, how to engage an audience, Patient 0 style...
• Create a unique offering • keep your youtube page active
• use social media • build advocates from your audience
• find your audience & go to where they are • use free online tools such as Hootsuite, google
analytics to track & engage with your audience
• have passion for your project
• be a part of the conversation
• answer every single email
• keep generating content
• respond to every single tweet
• include your audience in the process {B}
• build a facebook community
Monday, November 5, 2012

28. In conclusion....
Crowdsourcing
So, to succeed with any kind of crowdsourcing:
• find your audience. respect your • be realistic. how much time and effort
audience. will a campaign be? Do you have the
• be adaptable. plan in room for change. right team to do it?
• Talk to your audience. Let them know • UNderstand your platforms. Make sure
you are listening. content matches the platforms used.
• show your audience your enthusiasm. • Leave room for your audience. Accept
it is infectious. what they make in that space.
Monday, November 5, 2012

29. Many of these case studies can be found at:
TMCresourcekit.com
PROJECT
It is a living website that will evolve as we add new case studies
& resources over the coming year to build an extensive set of
diverse case studies modeling unique and successful strategies
in the digital sphere.
created by
The TMC Resource Kit was conceived, designed & developed
by Dr. Siobhan O'Flynn & Anthea Foyer.
supported by
The Canadian Media Fund {CMF} & Screen Australia
Monday, November 5, 2012

30. In conversation with...
Yomi Aveni Lucas Johnson
Clockwork Watch www.clockworkwatch.org Time Tribe hetimetribe.tumblr.com
Yomi Ayeni is a storyteller, transmedia producer, Lucas is a writer, producer, and experience designer,
filmmaker, and digital strategist. He creates and the founder of Silverstring Media. Very involved in
participatory stories mapped to everyday life and the international transmedia community, Lucas has
believes that people can be a delivery mechanic travelled across North America, spoken at
- "people are the ideal platform through which we conferences, and runs the Transmedia Vancouver
can seed interactive stories". Meetup here at home. Among other projects, he's co-
founder of The Time Tribe, a time travel adventure
In 2009, he successfully funded and produced game for kids, and focuses on creating projects that
his first feature - Breathe, a series of interactive do more than just entertain -- stories have the power
shorts delivered over a three week period where to change us for the better.
participants became collaborators in a police
investigation into several mysterious deaths. The
story was told through Internet radio, live events,
immersive role-play, user- generated content,
social media platforms and film.
Monday, November 5, 2012

31. Get in touch
ContactME
Anthea Foyer
Head Squid, Red Squid Lab
email
hello@antheafoyer.com
Website
antheafoyer.com
twitter
@antheafoyer
@redsquidlab
Red Squid Lab makes beautiful exeperiences using
technology, compelling narratives across platforms,
and starts conversations between strangers &
friends – on and offline.
Monday, November 5, 2012

32. Thankyou!
Monday, November 5, 2012