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Joelle Pitts - Transmedia, unicorns, and marketing, oh my!: The not-quite epic failure of transmedia design efforts in O

Joelle Pitts Kansas State University Libraries Ben Ward Kansas State University Stefan Yates Kansas State University This presentation was given at the 2017 Serious Play Conference, hosted by the George Mason University - Virginia Serious Play Institute. Transmedia storytelling, also called Alternate Reality Games, have been designed to intrigue, engage, and even engineer groups of people since the release of The Beast in 2001. A few colleges and Universities have employed them to engage their student populations and even teach them a thing or two using narrative game mechanics. Presenters will chronicle a highly successful transmedia design effort at Kansas State University, and the subsequent annual efforts to replicate the engagement and enthusiasm. Best practices and not-quite epic failures will be discussed, as will tips (and laments) for marketing to our current student populations.

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Joelle Pitts - Transmedia, unicorns, and marketing, oh my!: The not-quite epic failure of transmedia design efforts in O

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  1. Transmedia, Unicorns, and Marketing, Oh My! The not-quite epic failure of transmedia design efforts in OZ. https://goo.gl/UEvFvf

  2. Failure Defined • failure, n. (Oxford English Dictionary) The fact of failing. 1.a. A failing to occur, be performed, or be produced; an omitting to perform something due or required; default. 1.b. A lapse, a slight fault; a failing, infirmity. Obs. 2. The fact of becoming exhausted or running short, giving way under trial, breaking down in health, declining in strength or activity, etc. 3. a. The fact of failing to effect one's purpose; want of success; an instance of this. 3. b. concr. A thing or person that proves unsuccessful.

  3. Failure From Our Viewpoint Failure: what is it? • Iteration • Just a thing • Learning • Better than success • A given Failure: what is it NOT? • Bad • To be feared • Catastrophe • Okay in the Academy • A loss

  4. Kansas State University ARG Committee

  5. Kansas State University ARG Committee Dan Ireton Ben Ward Joelle Pitts Stefan Yates Ellen Urton

  6. Biggest Success: • K-State Book Network Common Read • Plot; dystopian fiction, virtual reality, treasure hunt, 1980’s theme • ARG based off RPO narrative and events • Goal: create a shared experience for first year students & campus • 7 weeks, many challenges • Location-based • Puzzle-based • Academic • Book-based Chapter: 09 22

  7. More RPO: RPO: Big Events • Margaret Wertheim Lecture • Banned Books Week • Ernest Cline Author Visit • Family Day • Movies on the Grass • Gate/Key events tied to the Book

  8. More RPO: RPO: Scoreboard RPO Winner: LADNERD Inside Jokes

  9. Our Unicorn? Results: • 197 Unique Game Challenges • 50+ On-Campus Events • 50+ Geo-Cache Sites • 320+ Puzzles, Riddles, and Trivia Challenges • Almost half 1stYear Students • Winner: 1stYear Student in Fisheries Wildlife Biology Participation: • 500+ Players Logged In • 10,000+ Views Online • Of Top Players: • 50/50 split male and female Was Ready Player One too good to be true?

  10. Ghost Map • Similar format and waypoints as RPO • Tied to Common Read • Tried new elements and themes • (ie: steampunk) • Tried to make epidemiology fun not horrible

  11. Not Quite Epic Failures • Book was unpopular with students • Subject matter was difficult to build content around • Tried too hard to use RPO framework on this one • Bad time of the semester • Changed the scoreboard • Marketing was not overt enough • Nobody got this Paragraph 22 09 09 09

  12. KSU Quest • Turned to students that played previous games for input on design and events • Relied on Group Dynamics • Abandoned Scoreboard • Quest theme

  13. Not Quite Epic Failures “If I Only Had a Game...” • Timing • Student design initiative failed • Too: • Young • Nerdy • Little marketing • Complex • Little narrative thread

  14. K-State Culture Crate • Smaller, less obtrusive • Takes the form of a collection of shared story prompts and other activities • Interactive opportunities to contribute content

  15. K-State Culture Crate • Our rabbit holes • URL led to further prompts • Over 300 cubes. All picked up! • 84 hits on URLs tracked on bitly.com • 13 checkouts of the Culture Crate

  16. Common Problems • Marketing vs. Word-of-mouth • Creating a Compelling Narrative • Managing Scope • Creating a Variety of Experiences • Building Buy-in • No Guarantees

  17. Gamification vs. Intrinsic Motivation • Defining our design goals • Looking for long-term affective change • Creating community

  18. The Cost of Success • Fear of losing success • Dealing with expanded campus involvement • Professional jealousy • Dwindling resources

  19. Looking for Clues Internal Failings • Committing to narrative choices • Dealing with lack of funding • Dwindling administrative support • Conflicting demands with available time • Limited research and guidance • Student input and contribution • Searching for “serious” fun

  20. Changing Audience • From Millennials to iGen • Are they gamers? • What engages them? • Building critical mass? • Are they spectators or participants? • Physical Motivation/Disconnection What is the last sentence?

  21. iGens-Getting them involved • Why does it all matter? • Effect of Engagement on Persistence/Retention • Facing declining intellectual curiosity

  22. External Factors • Time/Workloads • Sensory Overload • ARGs passe’ • Political Environment • Public Education Training • Image/Culture

  23. External Factors Cont...… Question: If we lure them in and it’s only old guys, is it creepy? Answer:

  24. The Silver Lining • Community building • Help for JusticeMonkey • Campus and library engagement • Encourages curiosity • Opportunities for socializing • Games CLUB

  25. Going Forward • • • • • • • • Design Team: ability to contribute ?????? Event-based • Hit the Books: research iGens Let go of ARG Marketing • Back to Basics?: proof of concept for iGens High-enrollment courses • Wait and See: understand our audience Housing and Dining What else?

  26. Questions? Who played along?

  27. References/Image Links • Harper, S. R., & Quaye, S. J. (2009). Beyond sameness, with engagement and outcomes for all: An introduction. In S. R. Harper & S. J. Quaye (Eds.), Student engagement in higher education: Theoretical perspectives and practical approaches for diverse populations (1-15). New York: Taylor & Francis. SLIDE 9: 3333873. Unicorn Galaxy Star [Online image]. Retrieved June 1, 2017 from https://pixabay.com/en/unicorn- galaxy-unicorn-galaxy-star-2007257/ SLIDE 1: Ajanae. Red Curtain Backdrop Banner Decoration [Online image]. Retrieved June 1, 2017 from http://picstrue.us/red-curtain-red-curtain-backdrop-banner-decoration/ Oz sigil [Online image]. (1907). Retrieved July 13, 2017 from http://hungrytigerpress.blogspot.com/2011/12/white- edition-wednesday-ozma.html SLIDE 10: The Witch's castle The Wizard of Oz [Online image]. Retrieved June 7, 2017 from https://www.polyvore.com/witches_castle_wizard_oz/thing?id=65869199 The Ghost Map book cover [Online image]. Retrieved June 7, 2017 from http://www.theghostmap.com/ Koch, T. Visualizing Disease [Online image]. Retrieved June 7, 2017 from http://blog.geospex.com/archives/932 Ward, B. (2014). K-State 2014 ARG, Mapping the Ghost Map Sigil [Digital image]. SLIDE 2: Kansas farmyard [Online image]. Retrieved July 10, 2017 from http://tomandlorenzo.com/2014/12/musical- monday-the-wizard-of-oz/ SLIDES 12 & 13: Still image of characters arm in arm [Online image]. Retrieved June 9, 2017 from http://www.thehollywoodnews.com/2013/07/02/were-off-to-see-the-wizard-the-wonderful-wizard-of-oz-gets- a-3d-imax-trailer/ Yates, S. (2015). K-State 2015 ARG, KSU Quest Sigil. SLIDE 3: Tornado [Online image]. Retrieved July 6, 2017 from http://www.topipittori.it/it/topipittori/prendere-mano-il- proprio-destino SLIDE 14: Still image of the Gates of Oz [Online image]. Retrieved June 13 from https://whatson.bfi.org.uk/Online/default.asp?BOparam::WScontent::loadArticle::permalink=wizard-of-oz-1939 Ireton, D. (2016). Photo of the K-State Culture Crate. SLIDES 4 & 5: Images of presenters courtesy of Dan Ireton, Joelle Pitts, Ellen Urton, Ben Ward, and Stefan Yates. Golden frame [Online image]. Retrieved June 1, 2017 from http://www.pngall.com/gold-frame-png Oval frame [Online image]. Retrieved May 25, 2017 from http://www.pngmart.com/image/47478 Hannahstreasures. 1930s Vintage Wallpaper Pink And Green [Online image]. Retrieved June 1, 2017 from https://goo.gl/SYqt25 SLIDE 15: Ireton, D. (2016). Photo of the K-State Culture Crate mystery cubes. Ireton, D. (2016). Photo of the K-State Culture Crate "Welcome Friend" message. Ireton, D. (2016). Photo of the K-State Culture Crate, meeples and MidnitLibrarian note. SLIDE 6: Emerald City [Online image]. Retrieved June 7, 2017 from http://www.geekinsider.com/fall-2014-sci-fifantasy- pilots-look-forward/ Ready Player One book cover [Online image]. Retrieved June 7, 2017 from http://collider.com/john-williams- steven-spielberg-ready-player-one-score/#alan-silvestri SLIDE 16: Still image of Wicked Witch & Flying Monkey [Online image]. Retrieved June 13, 2017 from https://imgflip.com/memegenerator/73242918/wizard-of-oz-flying-monkey-witch This Lady was all like...meme [Online image]. Retrieved June 13, 2017 from https://educatethebestofme.wordpress.com/2015/03/27/how-gifted-education-is-like-the-wizard-of-oz/ SLIDE 7: Ward, B. (2013). K-State 2013 ARG, RPO Sigil SLIDE 8: Ireton, D. (2013). K-State 2013 ARG, RPO Scoreboard [Screen capture]. Ward, B. (2013). Ernest Cline & LADNERD in a Delorian [Digital photograph]. Pitts, J. (2013). The cake is not a lie [Digital photograph].

  28. References/Image Links SLIDE 17: Chocolate Broccoli [Online image]. Retrieved July 11, 2017 from https://www.fattysundays.com/chocolate-covered- foods-that-just-arent-right/ SLIDE 18: Hipster Dorothy Meme [Online image]. Retrieved July 9, 2017 from http://www.jimonlight.com/2013/07/04/the- officially-unofficially-official-dark-side-of-the-rainbow-post-or-dark-side-of-oz-if-you-must/ SLIDE 21: Still image of three Munchkins [Online image]. Retrieved June 13, 2017 from https://en.wikipedia.org/wiki/File:Munchkins-film.jpg McGuire, R. Go Pro Selfie [Online image]. Retrieved June 13, 2017 from http://www.gratisography.com/#people SLIDE 22: Altered B&W Dorothy image [Online image]. Retrieved June 13, 2017 from https://literaryfictions.com/tag/the- wizard-of-oz/ SLIDE 24: Flashing Yes [Online image]. Retrieved July 11, 2017 from http://imgur.com/vZzlbAo Still image of the doorman smiling at the gates of Oz [Online image]. Retreived July 11, 2017 from http://www.rigorousintuition.ca/board2/viewtopic.php?p=565211 SLIDE 25: Still image of Glinda [Online image]. Retrieved June 13, 2017 from https://moviepilot.com/posts/3965365 SLIDE 26: Image of a yellow brick road [Online image]. Retreived June 13, 2017 from https://www.flickr.com/photos/24900086@N02/8463562756

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