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Wednesday, November 23, 2011

Authentic Content: Susan Bonds dissects NIN’s Year Zero | Excerpt from Sundance Institute

“There is a science to this – direct participation, amplification, audience build. There are ways to predict and up-step the experiences to deepen audience engagement, but the creators must keep the right tempo for releasing both new content and in unusual ways on multiple levels to make it work. Tempo and rhythm are important. The trends show 8-12 weeks of active engagement is prime for running an interactive narrative/episode, although we have ARGs running right now in years two and three and who knows how long the echoes of Year Zero can or will go.” Bonds said. The length of the Year Zero campaign in active live production was 12 weeks.

During Year Zero, hundreds of elements were developed including music videos that were more like short films, advanced viral distribution of new tracks of original Nine Inch Nails music, posters and phone messages, heat sensitive CDs, survival kits, tattoos, street art, and eventually a surprise private concert for 100 die-hard players.

Bonds is the least surprised at the intersection of creative mediums with technology. She pointed out that young directors and producers like Zach Snyder are the first generation that grew up fully immersed in modern game culture and they are bringing those DNA experiences into their approaches to creative forms.

Asked about the return or ROI on this type of work and Bonds says that there is more measurement available for this type of internet centric work and direct correlation than for other more traditional mediums. Time spent in active engagement is a differentiating factor – earned media is another. The active participation is amplified through social networks, online press and buzz, as well as multiple content platforms/usage that each have their own unique reach.

Posted by Joseph Beyer, Director of Digital Initiatives for Sundance Institute on Oct 24, 2011 at 01:10 pm.

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Posted via email from Siobhan O'Flynn's 1001 Tales

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