by Adam Stackhouse
In its purest form, the AVAdventure would utilize no room, no moderator, no panelists, and hundreds of participants.
Originating from the "Audio Adventure" series of 1693 Productions in Williamsburg, VA, this unique, one-time storytelling experience - specially designed for the participants of SXSW 2011 - will use mobile video devices to take attendees on an interactive journey wherein they define their own narrative. The day of the event, users are sent a link to a hosted video file, instructed to download, and at a predetermined time, press play. As the story begins, users are given instructions, choices, and are introduced to characters creating a experience that is part movie, part concert, and part interactive fiction. The resulting sensation - caught within personal headphones - is compellingly solo and communal simultaneously, and in its miss-it-and-it's-gone temporary existence, distinctly uniting for the participants.
Here we propose to bring the series - in the Audio/Video format - to SXSW 2011 as a custom-designed experience for attendees unfamiliar with this unique storytelling format. Ideally participants would begin in a starting location of their choice - inside or within brief walking distance of the main event venue. The use of facilities - rooms, projectors, unique areas - could be incorporated as allowed, and if possible, musicians participating in SXSW would be contacted to integrate their work in the custom narrative as well.
What do Gillette’s Venus, Disney’s Alice in Wonderland and Skittles have in common? They have all successfully used virtual worlds and game play mechanics to engage players online. Social games, in particular, continue to be a growing form of entertainment, reaching nearly one out of every two Internet users and offering a unique platform for marketers to reach a specific target audience. However, social games always face the challenge of engaging players in a meaningful way without annoying them or detracting from the online experience. This session shares case studies from leading companies and discusses practical ways that brands have turned to social gaming to develop immersive campaigns that actually engage users and keep within a game’s narrative – and the serious risks of doing it wrong.
11th–15th March 2011