20Case Study: "How Pemberley Digital Changed the Game for Cross-Platform Storytelling"14 3-content-lizzie bennetdiaries-final-pdf

38 %
63 %
Information about 20Case Study: "How Pemberley Digital Changed the Game for Cross-Platform...
Marketing

Published on March 4, 2014

Author: imediaconnection

Source: slideshare.net

Adapting Timeless Stories in Innovative Ways

Notable Achievements • • • • • • • • • 2013 Primetime Emmy Award Winner – Original Interactive Series. 160 in world videos across 5 YouTube Channels. 9.5 Hours of total video. The longest video adaptation of Pride and Prejudice in history. 35 social media profiles across Twitter, Facebook, Tumblr, Pinterest, and many more. 50+ million views across YouTube. $462,000 raised on Kickstarter for DVDs. Novelization to be published by Simon and Schuster in 2014. 90% females / 10% Males. 70% females under 25 (of Total Audience) Began in April 2012

Notable Achievements • • • • • • • • • Variety.com’s #2 Web Series of 2013 28 Videos across 2 YouTube Channels. 2.5 hours of video. So far Expanded Social Universe across Twitter, Facebook, Tumblr, Pinterest, Instagram. Expanded Universe to a website. Integrations with Samsung Mobile, Modcloth clothing. 5 times the revenue of The Lizzie Bennet Diaries 93% females / 7% Males. 56% females under 25. – Double digit gains in the over 18 demos.

The Importance of User Experience • • User/Viewer Experience is our Top Priority – The Story comes first. Make it easy to consume. – Don’t require the user to do anything interactive. • Lean back. Get a good story. – Encourage the user to lean in - Reward them • Interact with iconic characters. • Explore their character archetypes • See the story from their POV. Passive Integrations/Non-invasive. – Never directly call out an item or a link. – Show the use of a product and highlight it. • In Video and in Social – Make it easy for the user to find out more about the product. – Make the product part of the story. – If the user clicks through; it’s their idea.

SOCIAL EXPANSION The evolution of Emma Approved extends the character into a multi-platform personality brand. – Twitter, Facebook, Pinterest, Tumblr, Instagram, Website.

CLOTHING INTEGRATION Emma’s Look on her personal website. Modcloth.com Harriet’s Top Full Look – Available at Nordstrom

Galaxy Gear - Part of the Story Product Featured: Samsung Galaxy Gear Feature Demonstration: Photo Capabilities Demonstrated on video and then photo as part of the social story. Senator Elton shows Harriet how his Galaxy Gear works, then snaps a picture of her Emma tweets and instagrams the picture of Harriet that was taken with Senator Elton’s Galaxy Gear

Galaxy Gear – Part of the Story Product Featured: Samsung Galaxy Gear Watch Feature Demonstration: Camera Capabilities Video Sync Demonstrated on video and then ported as part of the social story. Senator Elton records Harriet singing “Picture Perfect” with his Galaxy Gear. Senator Elton shares Harriet’s video with Emma, then Emma tweets and instagrams the video.

PRODUCT RECOMMENDATION Holiday Gift Guide – Product Featured: Galaxy Note 3 & Galaxy Gear Because Emma is a lifestyle personality she can recommend items and it is authentic the character and the story world experience.

Fashion Lookbook Holiday Spirit – Watch integration. It is both a tech device and a fashion accessory.

Add a comment

Related presentations