Dec 312011
 

Originally published Oct 2011 in Wired Magazine ‘Change Accelerators‘ by Gary Hayes

Image by Gary hayes

Grab some nibbles, pour yourself a drink, and sit down. You’re now ready to immerse yourself in a TV show. And then you notice that CSI Miami is placing Facebook photos of your aunt, uncle, and cousins onto the desk of a perp. Lean forward, and keep your eyes peeled, updates from your Facebook page are about to be incorporated into your favorite TV show’s narrative. (Your best friend becomes the suspect!) As you immerse yourself in the story, the story immerses itself in your social world. In this context, online meets offline and your family and friends will never look the same again!

While this opening scenario sounds like pure fantasy, it’s not. It’s actually based on Warner Brother’s Aim High, an upcoming web series that will integrate pictures, music, and information from a viewer’s Facebook page into the video. One might call it the ultimate transmedia vanity blockbuster, where viewers are watching and playing with their own distributed, but connected story fragments. If this trend continues, soon we’ll be interacting with TV and games mashed up with our own social networks on big and small screens everywhere.

Since 2003, tools that allow people to easily create, upload, and share personal content are now commonplace. With so many people sharing their lives through networks, there is a social story revolution unfolding. There are more photos taken every two minutes today than during the entire 1800s and, as my Social Media Counter shows, most of this new content is created by individuals who used to be called the audience.

Since the late ’90s, the vision of interactive TV has been to meld this viewer-generated content into shows, particularly live TV. Today, we are taking the greatest evolutionary steps in broadcasting since the advent of live TV. In my presentation, “The Gamification of Social TV,” I examine the ways audiences are becoming more and more integrated into media, such as shows, films, games, and live events; first, there is the social level, then the participative, and finally, the inclusive.

Real-time conversation about what’s happening on TV has pretty much been with us since the beginning of mass TV in the ’50s. However, nowadays we have advanced well beyond the cord-tethered telethons of yesteryear. Today, advanced technology, like text voting, allows shows to measure the sentiment of the crowd sitting at home, not just the studio audience, in real time.

Andy Warhol famously predicted, “In the future, everyone will be world-famous for 15 minutes.” That future has arrived: We can all be stars in our own lifetimes, even if it’s just among our social network. We have become our own entertainment hubs, around which our friends and media circulate. Broadcasters and service providers have caught on to this trend, and now, entertainment-based social networking websites, like GetGlue, allow viewers to check in to movies, TV, and music. These personalized hubs fueled by recommendation and loyalty are allowing viewers to lock their worlds to TV space.

Not surprisingly, marketers are also taking notice of the advantages presented by social storytelling. A recent example is the Rommy Gulla Facebook video campaign run by Panasonic Australia. To demonstrate a new Blu-ray recorder’s ability to store 28 full days of HD content, the company developed a Truman Show-esque, promotional Facebook campaign encouraging input and social sharing.

Other online services, like Hulu, are also allowing users to bring media directly to their networks and take root inside Facebook itself, creating a forum for friends to share video content seamlessly. At the other end of the spectrum, there are options like Beckinfield Mass Participation TV, which takes social media to the nth degree by inviting users to film themselves as the stars and extend the web show format. This concept borrows from the realm of social alternate reality games, such as a World Without OilTruth About Marika, or Conspiracy for Good, which have been allowing users to write themselves into scripts and become the activist hero for quite some time now. Social media storytelling has deep roots in multiplayer role-playing gaming; in fact, the fastest growing game on Facebook at the moment is Sims, the $4 billion franchise game, where players inhabit and merge with social experiences in an alternate character-driven world.

Is alternate character acting the future? The film industry is not far behind in embracing social films. Earlier this year, Toshiba, Intel, and their ad agency Pereira & O’Dell took a gamble onInside, an interactive film experiment starring Emmy Rossum directed by D.J. Caruso. Now some people are speculating about whether or not social films are the next big thing in Hollywood. Will we see a social film revolution where plot dilemmas are handed over to the audience to experience and solve?

When it is done well, traditional storytelling married to social media is very powerful: It takes those people who want to go beyond a behind-the-scenes DVD extra into the story. While we watch to see if integrated social media entertainment will really take off, there are still some issues to consider, such as, is it invasive for characters from shows to enter an individual’s social networks? and Can a TV blockbuster become too personal?

That said, for now, I’m off to watch an episode of House, where I’m the patient!

Aug 282009
 

Was going to call this Augmented Reality Story Environments but…:)

It is fascinating to see how quickly Augmented Reality (AR) is permeating our lives and the blogosphere. But what will the mass adoption of mobile devices that allow you to layer ‘virtual story worlds’ over the real world mean for new forms of entertainment & marketing? Also what will it mean when celebrities and audience/users, begin to merge – avatars appearing in broadcast TV and film/gamestars composited into our homes?

angelina_ar

I have posted about the cross-reality evolution over the last 3 years on this blog under a general mixed-reality umbrella. Now we have every blogger & journalist talking about their AR engaged iPhone, DSi, PSP or smart mobile as if they have discovered some advanced alien technology. But is it really is a game changer, a new playground for storytellers? A window to another world at one end through to a simple layered utility at the other. Actors and fantasy characters deliver lines, embedded in real world scenes, you find the hidden virtual treasure, the historical or future backstories and clues, video, sound, images – even fellow ‘players’ morph into strange aliens or dissapear, you leave red herrings or leave help for other players the possiblities, endless.

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Oct 222008
 

OK you should have spotted quite a few characters living on this post :)  Originally there were ‘video-real’ talking, salesy character centered on the page courtesy of CLIVEvideo but I still talk about them more below.

A few months ago I blogged about the new kid on the intranet block, those  ‘layered’ social virtual worlds. Quite simply they are communities of pseudo 3D avatars layered over the 2D web (browsers). I noted that these services are a transition to a ‘live’ collaborative web 3.0 world as this is more of a “let them dip their toes in” before committing to a higher bandwidth, more fully rendered 3D world such as many of those on my sticky video of the 08 metaverse.

I certainly think is the best approach for large numbers who wouldn’t be seen dead or alive in something like Second Life. This is another quick whistle stop tour of a quickly evolving player, Rocketon and also a recent Aussie company who have an alternative approach -  ‘live action’ video layered over the 2D web CLIVEvideo.com. (Incidentally if everything is working you should have had a person talking to you in the middle of this post – if not it may be many months later and things have broken OR some other technical reason I cannot ponder at the moment – IE!). Even though I start by talking about Rocketon and it’s implications, having the privilege of playing with the demo of CLIVEvideo for a while I realised many points are relevant to both – bar the ‘big’ nay huge fact that Rocketon is social (shared, real time and partly pulled) and CLIVE is pre-rendered, pushed and fixed (although they tell me they are working on being a bit more web 2.0).

I have been beta’ing and playing with Rocketon for the past few weeks trying to see how it fitted in with my normal zillion web 2.0/3.0 application lifestyle and finding out where the real attraction is for large numbers to adopt this hybrid paradigm. Firstly it I noticed that with Rocketon in minimize mode, every web page I visited it seemed to be doing something in the background, watching? Spying? Regardless every hour or so it gave me a present – some pixel jewelry, a funny avatar – I have a massive collection of stuff now – what to do with it all and how does an emerald relate to me browsing a ‘map of sydney site’? I have still to work out what is going on with general browsing but two killer apps are evident with Rocketon after a few hours tinkering. 1 – Making existing branded websites fun/sticky and 2 – Making web surfing more social, gamelike and challenging.

The first image you can see above is me and SilkCharm being silly so and so’s dropping Burger King pixel toys on MacDonalds sites (only we can see it of course), but with a larger group like the top image, it starts to have significance…if only in the ‘power’ to do so and the fact that pictures/videos are taken and put on blog posts/flickr/YouTube (ah the old rippling impressions). I also made a quick film of a few of us invading the SMH webpage, partly Laurel and myself showing how ‘communities’ can and will make ‘statements’ – much the same as we do in group based social situations in the real world. The potential for positive product placement, interactive toys, loyalty benefits and so on will not go unnoticed by readers of this post!

But the more interesting element of Rocketon for me is where the community are given the tools to create quests, puzzles or games for each other. To demonstrate the potential of CCG (community created games) the Rocketon team set up a simple quest with pretty easy clues. The process, you are given a mission, you read clues, travel to websites (with the Rocketon layer activated) come back to a base and so on.

The thing I really like about this simple example is that you can embed pixel ‘treasure’ or goods on websites, without any recourse to the website owner of course. (I am sure Rocketon are thinking hard about the legal ramifications of hundreds of RTons heading off to litigeous sites to find inappropriate items and then posting the experience!). Anyways you can see in these two images I have been given a secret envelope and sent to ebay to collect a parcel to post and then await further instructions. Suddenly a couple of web pages turn into a scene from The Thomas Crown Affair.

I have quite a lot more to say about Rocketon and it’s distant cousins such as weblin but time is pressing and lots more to get on with. For the moment though all I can advise them is to enable tools for the community to develop their own fun or for marketeers to start to offer quite tricky quests for real world prizes – I am sure this is happening, it is the only path to really get the numbers up.

So to CLIVEvideo. I have literally been playing with this for less than an hour today after Scott from Maxy’s grabbed me on twitter! It looks very promising. I have seen many variations of this over the years but the implementation of this particular technology is pretty accessible and is squarely aimed at ad agencies, SMEs and larger companies and those who want to differentiate their website and make it a little more viral. As with the points above about Rocketon the real value of having layered personalities over the webpage is to build bridges between the layers (the avatars or video peops relating to what is below them) – or why be there in the first place. CLIVEvideo.com have some great tools to build ‘key’ed’ (invisible backgrounded people) sequences and to also add in sequence applications (person, flash demo, person, page link, person, product video demo etc) and are focused on sales or corporate messages at the moment.

But imagine a future where the keying is from 4-10 people, a webcam community, who start to act a little like we have been doing with Rocketon. Doesn’t have to be full body necessarily, but why not – webcam pointing at users in front of a green or blue screen in their office/bedroom. Then you really have some potential to make the 2D web much more fun and sticky. The applications for marketing, socialising etc start to kick in when you can (like some video chat applications) render pixel elements over the top of the live video image. Ummmm. *rubs hands*… It will certainly be a lot of effort for some, but having specially designed web pages for ‘Keyers’ (as they shall be known) would also provide Google Lively type integration – key yourself live into this and make the branded movie etc etc: This reminds me a little of the fun video I did at AFTRS recently with SilkCharm and lots of invited real people – keye’d into World of Warcraft – that I shall leave you with!

Finally, finally well still on this topic a new player that makes it even easier to meet and chat based on the web page your on is Live World. It’s product LiveBar is basically a ‘chat’ engine that detects the page your on and connects you to others that are also on that page.

Now we will really see how popular some webpages are 🙂

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