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Twitter Fiction

By Caitlin Burns

As a Transmedia Storyteller, platforms become the weapons in one’s storytelling arsenal. Movies, TV shows, console video games, cell phone games and video, online experiences, social media networks, blogs, ARGs and novels –just to name a few. Each one of these platforms is suited to a different kind of writing and has its own particular strengths and weaknesses.

Novels give a depth of storytelling possibilities one will never find in a video game, but a video game gives a visceral aspect to the story you won’t find in a novel. Similarly, if a story is told in a major motion picture, the audience that will be introduced to that story will be larger than any other platform and therefore will likely becoming the driving platform for a narrative regardless of how established a book or game series may have been in the past.

So, to effectively write a story in a particular platform, one has to be aware of the way people interact with the platform and it’s vernacular.

Twitter Fail WhaleA platform of storytelling that is just now coming into its own as a storytelling medium is Twitter. Twitter’s constraints are evident, as 140 characters only give one so much space to get a point across. However, there is another, less obvious component to tweeting a narrative that is especially important: time.

Unlike movies where the audience can experience the action at their leisure a Twitter narrative gives the author more opportunities to play with the event each installment creates, playing with this phenomenon to spur a different kind of interaction with the text than one can get with a blog. Twitter invites direct response by the audience in a way that other media do not Twitter breaks the fourth wall by inviting the audience to reply, simply by using the platform.

Twitter is not just a journaling of events; Twitter is theatre.

There are many ways people are already making use of Twitter to tell fictional narratives, some of which are more appealing as a “follower”. All are exciting ways to consider using this medium in the future.

Fictional Characters

Stack of BooksThere are plenty of shows and stories out there whose characters have Twitter feeds of their own, many created by fans, like Ask_Deadpool which follows the X-Men character, and others written by the creators and producers of the original stories themselves, like MrsHudsonsDiary for Sherlock Holmes.

Serge Graystone’s twitter feed, from the television show Caprica is a fantastic example of a fan outreach experience that can answer questions in a way that would be impossible for a character more directly involved in the narrative. Like Mrs. Hudson, Serge is a housekeeper and therefore privy to the intimate lives of the major characters. He is also a robot, with access to myriad information about the world of Caprica and the other Twelve Planets. Serge answers questions posed by his 7,210 followers even though the show has ended its formal season and, during the season, answered questions that mirrored the information available to the viewer from the aired episode.

Those interested in other Fictional Character feeds on Twitter should check out Nina Bargiel’s review of Doctor Coop’s from Nurse Jackie. She herself wrote the nine feeds for Valemont University and knows a thing or two about the concept.

Talking about fictional characters on Twitter, one cannot ignore Richard Castle. The main character of ABC’s Castle, Richard Castle is a devastatingly charming mystery writer played by the devastatingly charming Nathan Fillion. Through WriteRCastle, his 26,000 followers keep apprised of his day-to-day doings as well as things he finds interesting in character. While the season is on the air, these often have something to do with the events of the episodes, but more often than not, they’re just the 140 character rantings of a very appealing bachelor, single father, and man about town. The author has taken great pains to utilize the character’s (and Nathan Fillion’s) voice and it’s easy to imagine Fillion’s smooth tenor speaking the tweets.  WriteRCastle was nominated and a finalist for a Shorty Award for Entertainment.

Novels and Keitai Shosetsu

As the New Yorker reported in December 2008, Mobile Novels are big in Japan. Keitai Shosetsu have often been the best-seller lists in Japan and are generally read on cell phones and are divided into sections that take about three minutes to read (the length between stops on a Japanese Tube Train).  Similar to the style of nineteenth century serial novels, when snippets of stories were printed in magazines- that included many of Charles Dickens’ works, Edgar Allen Poe’s stories and Sir Arthur Conan Doyle- Keitai Shosetsu has proven itself in Japan’s literary market.

On Twitter, many have attempted to replicate the Cell-Phone-Novel’s success in the 140-character medium. SciFi novel, Joy Motel, and Fuel Dump (#FD) by Tom Sharpling are both examples of the concept.

Also in 2008 New York Times writer Matt Richtel and others attempted to write a Twiller (Twitter-thriller) but for their troubles seemed to get more confusion than accolades for their efforts. Richtel’s Twiller plot can be read at his own site; similarly, Joy Motel is presented in chronological order at its own site. One has to wonder, if you need a separate site with a different format to present what is intended for one medium, what is being missed?

While these Novels tend to be shorter than published works, there are a dozens of attempts on twitter, but the majority of twitter narratives tend to be “Very Short Stories.”

Theatre and the Phenomenological Arts

Book CoverAs the uses of Twitter have evolved, so have the methods the platform provides for storytelling, #, Lists, and a bevy of tools designed to help facilitate following different twitter feeds at once. All of these are tools that are fantastic and dangerous for creators taking storytelling on twitter from the straightforward, like John Aronnax’s pirate tale to ramified and complex like Crushing It.

Crushing It: A Social Media Love Story is an example of a very theatrical Twitter narrative. A group of authors, each portraying a different character at a wedding party, tweeted their parts back and forth in scenes for an hour a day the first week of February 2010.  The very specific time period for the action of the story presented challenges to the follower, it was hard to keep up with what was missed, though recaps on the associated website helped considerably.

The events when happening in real time were very interesting to an audience member. Attempting to keep up with the tale required active participation for five days for an hour at a time. This is not an easy thing to ask an audience, even for a live play in a theatre, people are rarely asked to commit more than two hours of their time. Television shows, similarly don’t ask for an audience’s attention for so many days in a row if they’re telling a non-episodic narrative, they stick to a weekly showing to keep the audience coming back without requiring a prohibitive commitment. All that said, Crushing It is worth checking out because its characters are entertaining and the sheer scope of the attempt is a sign of things to come.

The week of March 16-29, 2010 a group of Rabbis got together to Tweet the Exodus this phenomenon caught the attention of everyone from the Wall Street Journal to the Colbert Report. Tweet the Exodus took the story of Moses and portrayed it through the eyes of 13 characters, everyone from Moshe_Ben_Amran (Moses) to the PharoahofEgypt, The_Israelites, even The10Plagues themselves. The characters spread the events of the story out over the full week, with baby Moses’s discovery amongst the reeds starting things off on the 16th. The events were tweeted pretty constantly over the course of the program’s rollout with the action sequences occurring on the final days. The story of the Exodus was punctuated by humor, and proved to be an engaging epic on Twitter, complete with battles, frogs and a symbollic cast of thousands weighing in as a chorus, citizensofegypt. By utilizing theatrical conventions and planning the timing of the story’s rollout while not demanding the audience’s time specifically, Tweet the Exodus has created a truly engaging Twitter-Epic… Twepic?

Finally, going on this April and May, Such Tweet Sorrow is taking Romeo & Juliet and retelling the play dynamically through Twitter, Twitpics, and YouTube Videos and doing a bang-up job. Reimagining the Shakespearian characters in the lens of modern British teenagers, the ensemble is adding new depth and delights to the classic tale. Presented by Mudlark and the Royal Shakespeare Company it’s exciting to follow these characters as they daily lives and live out the drama in real time. Twitter lends itself to theatrics and it is a natural fit that actors and theatre would be taking their shows onto this new medium.

Caitlin Burns is a Transmedia Producer and Editorial Lead at Starlight Runner Entertainment. To hear more of her thoughts on media, follow her and catch up on her other blogs through Twitter: Caitlin_Burns

Images Courtesy of Wired.com

Lady Gaga and Social Media

As her new video Telephone’s success suggests- over 7 million views in 3 days.  A week later, a Google search for telephone shows the 375+ articles about the video before even a description of the communications device. Whether one loves her or hates her, they have to admit, she gets attention. If there is someone out there who shows the potential of the union of social media and celebrity, it is Lady Gaga.

221B – Social Media and Storytelling at their Finest

Sponsored Message: Take control of your kid’s online activities with Internet safety for children.

Sherlock Holmes from Warner Brothers was part of the single largest holiday season box office ever, holding a solid second place in earnings behind James Cameron’s Avatar. Directed by Guy Richie and starring Robert Downey Jr. and Jude Law, it spawned a transmedia experience sponsored by 7-11, Coca-Cola and Lifelock. Partnered with Facebook, 221B uses the website’s connectivity and privacy protocols as a portal. 221B is a groundbreaking, immersive game that should be emulated as an example of social media applications, transmedia narrative and interactive gaming.

The story follows eight related cases that Holmes and Watson must solve using clues found in videos, articles, flash games, virtual searches of rooms, and asks players to deduce the solution to cases that lead directly into the mystery the film. The game offers character introductions and “Easter Eggs,” tidbits from the game that the feature film will reference, validating the fans’ participation in the property. The game’s production design is fantastically executed: its aesthetics are beautiful and engrossing, allowing the player to play the game for hours without a jarring exit from the page. Even the branded mini-games from the sponsors are aesthetically and thematically consistent while still getting their brand’s messages across to the targeted consumer.

Another innovative element of this social media endeavor is that the game has a multiplayer option; the player can invite a Facebook Friend to play as their Watson or as Holmes to their Watson, based on a personality quiz at the game’s beginning. The two players then must work together to assemble clues that when looked at together lead to the solution of each case. While 221B isn’t trying to yield a social media community, it has broken apart the boundaries of what a social media game is expected to be and is clearly helping to create a fan base for the Sherlock Holmes movie and franchise.

The social media rollout of Sherlock Holmes is carefully executed (despite the occasional questionable in-store poster for taquitos) the transmedia program has even managed to integrate Twitter. Mrs. Hudson, Holmes’ housekeeper at 221B Baker Street tweets gossip about the cases as they are released and The Society Spy reports on the more tawdry and scandalous news stories of fictional London Society. When one gets over one’s initial aversion to the idea of Victorian characters on Twitter, the narrative bits that are expanded in the twitter feed seem more and more charming. With the help of yet another sponsor, The Tweetdeck Telegram Co. preserves 221B’s aesthetics and once again, shows how a consistently executed production design can bring an audience member into a fictional world.

There is one, lingering question that plagues this particular campaign: is it drawing enough attention to itself? While there is no doubt that 221B is brilliantly crafted and should be trumpeted as part of the release of the film -which has had no problem drawing attention to itself- I stumbled upon the social media component almost by chance about five weeks into its rollout. Not only is direct marketing for the Facebook game somewhat lacking, but the response on the movie’s fan page is hardly robust. One has to wonder if given a greater chance to explore within the narrative universe or communicate in narrative, as Valemont did so elegantly this fall, might have created a stronger game-based following, the partnered multiplayer somewhat discouraging a wider social network growing out of the game?

The lack of direct marketing of the game itself, or the way in which that direct marketing was implemented, may or may not prove to have limited the number of people who play 221B before the movie came out, but there can be no doubt that, post-release, people hungry for more Holmes can enter the expanded universe. Hopefully enough of the movie’s fans will experience this fantastic narrative experiment to appreciate just how groundbreaking it is as a social media campaign. This sort of high quality production and complex gameplay will be associated more and more with major releases to whet the appetites of fans and draw considerate attention to brand sponsors. As with other narrative experiments in social media from 2009, there are limitations one can see in its use of social media, but without question, it is on the vanguard of things to come in social media, and has earned a place as a jewel in the crown of narrative ventures.

Caitlin Burns is a Transmedia Producer and Editorial Lead at Starlight Runner Entertainment. To hear more of her thoughts on media, follow her and catch up on her other blogs through Twitter: Caitlin_Burns

Fandom and Social Networks: the Key to Evergreen Franchises

By Caitlin Burns

Geek Culture has become increasingly powerful in Hollywood and Fan Communities on social networks are as sought after by consumer product companies as they are by TV shows and feature films. What draws fans to a property, product or community? What is the magic alchemy that gives some properties armies of loyal torchbearers?

Social communities have always been built around shared interest, and some of the most powerful examples of pre-internet social communities are fan clubs and communities, like those that sprang up following Star Trek, Howdy Doody, Soap Operas and countless others. In the absence of the Internet as a means of organizing, fan magazines, comic book conventions sprang up that over decades have become institutions where studios and other companies spend millions to present their new properties to new fans.

A strong fan base provides word of mouth advertising and a staging point where viral marketing campaigns can quickly launch. These fans can also sustain a property long term, like fans of Star Wars, who remained zealously loyal to the brand for decades between films.

What draws fans strongly to properties are aspirational drivers, themes and messages within a franchise, or associated with a product, that resonate on a very human level. Transmedia Storytelling is a method of providing content to highlight those themes and messages, by consistently integrating them into stories everywhere fans can think of looking for them.

From the driving platform, where the largest range of audience members have access to the property, those who are engaged will immediately, often before the property is released, start looking for additional content on different platforms, online, on cell phones, in magazines, etc… This system has been more or less the same, with ever-advancing technology, for 15 years. From promotional websites, to trailer releases to fan networks operated by studios. Fan sites such as www.aintitcoolnews.com and www.rottentomatoes.com are examples of sites that dictate as much consumer-action as profoundly as newspaper reviews once did.

People not only rely on these communities and sources as reference but expect a certain amount of interactivity as a normal part of a film’s release. The material as a whole follows a traditional magazine format, showing snippets of the film and reviews by critics but is the primarily the same format that one saw reviews and trailers presented in since the 1930s. What then, distinguishes a property? How can social media be used as a tool to expand on these antiquated formats?

Audience members and consumers on the whole, are savvy and proficient in following content across the platforms available to them. As the viral marketing revolution shows, word of mouth is a powerful tool that can catapult a story or ad from one niche to mass-market exposure. Why do they do this? They want more.

Each week thousands log onto websites to see extended previews of the next episodes of their favorite shows, once they’re logged in, additional narrative content keeps viewers tuning in again and again, in between airings of episodes, and in the time between seasons. These narrative strings create added value for a property that can be sponsored, or packaged later to provide new revenue streams around a property. There are many ways to provide additional narrative content to the fan communities that spring up around new releases (and older releases): alternate reality games, casual games or interviews with cast members, and centrally, official property hubs that help direct fans to new threads in a Transmedia Storytelling tapestry are fantastic tools to validate fans, and create long-term fan loyalty. The more often fans are validated by the properties they adore, the more loyal they become.

Providing opportunities to explore fictional worlds, based around stories or products, is an excellent way to create and maintain fan interest, especially if the additional effort can be later celebrated by the property by including elements from the extended narrative in the driving platform’s storyline. A single line of dialogue in a film that is related to something in a related video game, online story, or other fan endeavor, can send fans into rapturous cheers and really cements the dedication of torchbearer fans, those who are evangelizing the property to others and makes them feel included in the world in a very solid way that is easy to execute and creates incredible loyalty.

Social Media is all about interactivity, and modern audiences crave a sense of connection to characters and stories they love. Expanding the universe of a narrative into and around social networks, providing additional content and creating inroads for fans to feel ownership in a property’s fictional world is a sure way to extend the life of a property into a world-class, franchise that stands the test of time.

Caitlin Burns is a Transmedia Producer and Editorial Lead at Starlight Runner Entertainment. To hear more of her thoughts on media, follow her and catch up on her other blogs through Twitter: Caitlin_Burns

Transmedia Storytelling

By Caitlin Burns

Social Media and New Media go hand in hand in the entertainment industry, but for years what people have seen presented is the same material, be it a commercial, TV program, film or short simply repurposed again and again from big screen to cell phone to YouTube to Facebook. While that repurposed content may be brilliant and entertaining, it has a fairly short shelf life, easily displaced by the next viral fad.

So what is the next step? How does content, branded or not, create enough of a following to sustain a fanbase in the new media climate where people go from format to format with an ease never before seen, and click away quickly when they’ve seen the same things before? One concept that is essential to the creation of evergreen content and extending social media presence to really capture a fanbase is Transmedia Storytelling.

Transmedia Storytelling is a hot concept these days, and even if you haven’t heard the word, you’ve seen it in action. Everyone from the Coca-Cola Company to Showtime to the Obama Campaign use it to cement their messages and branding in social networks and to increase the longevity of those messages.

But what is it?

Transmedia Storytelling is a process where the full story of an intellectual property is told in parallel narratives across multiple platforms; so that each part of that story is tailored to the medium it is presented in. In short, you have a driving platform (like a commercial, TV show or movie) and you tell stories that are related to that core story on your social network portals, or your cell phone rollout, or your video games.

The audience is validated in that when they log in to a social network not only do they get a new piece of a story that interests them, they have a reason to return to that space for new, original content, hooking them much longer to the intellectual property and allowing fan communities to form that can spread the message the intellectual property, creating a lasting, and often evergreen brand.

The most recognizable Transmedia Franchises are some of the media Juggernauts of the 20th and 21st Century: Star Wars, The Matrix, Halo by Microsoft, Heroes, Lost, … and many more that follow these basic principles:

The 8 defining characteristics of a transmedia production (by Jeff Gomez):

1. Content is originated by one or a very few visionaries

2. Cross-media rollout is planned early in the life of the franchise

3. Content is distributed to three or more media platforms

4. Content is unique, adheres to platform-specific strengths, and is not repurposed from one platform to the next

5. Content is based on a single vision for the story world

6. Concerted effort is made to avoid fractures and schisms

7. Effort is vertical across company, third parties and licensees

8. Rollout features audience participatory elements, including:

- Web portal
- Social networking
- Story-guided user-generated content

Guest Blogger Caitlin Burns is a Transmedia Producer and Editorial Lead at Starlight Runner Entertainment. To hear more of her thoughts on media, follow her and catch up on her other blogs through Twitter: Caitlin_Burns