TLP Now Developing “Walker” as a TransMedia Entertainment Property

The Walker Blog Website Can Be Found Here

Walker YouTube Site,    Walker Facebook Site

One of the many planned Walker website portals under development for the TransMedia project states:

“WALKER  is a new “Social Benefit” TransMedia Entertainment Property being produced by The Legacy Productions.  We invite you to become a part of the experience in this rapidly expanding new genre of entertainment which combines narrative, significant social and environmental causes, with mobile interactivity and  commerce. YOU , our audience is given the opportunity to affect real world changes:  from the environment – to education – to health -  to the economy … all  by applying their unique abilities, talents, networks and passion as an active part of the story.  …

Walker Reaches to the 18-34 Year Old Demographic …

In the fictional TransMedia StoryWorld, WALKER is a solo journalist … a SOJO.  He’s alone in the world investigating stories which have global impacts environmentally, socially and economically.  Many of the hidden puppetmasters WALKER want to “silence” him AND ANYONE WHO HELPS HIM.  WALKER is  not good for business … their business.   WALKER develops and encourages a global movement for change driven by a series of webisode stories he begins and posts on-line.  Blog entries provide further backstory.   Fiction and reality ae blurred.  The audience becomes a part of the story and a participant in.   Clues are provided integrating augmented reality, SmartPhone capabilities and QR Codes.  The audience participants have the ability to become a SOJO with WALKER and impact the outcome of this story … and the dialogue on the stories:  Climate Hacking, NanoTech and Water Wars.

The WALKER story will be played out OVER ONE YEAR on disclosed and secret websites discovered by the participants as well as in graphic novels, on mobile devices, and at live meet-up events in Boston, Los Angeles, and London, and other cities world-wide.

ONE LONE SOJO   NOW   BECOMES MANY …

WALKER is patterned after other game-changing entertainment properties – blending narrative with mythology that blurs the lines between fiction and reality.  WALKER compels the audience to become a part of the story with real world outcomes that actually mean something…

JOIN WALKER.  Become a SOJO.

The World … Your World … Our world Depends on it!

The Walker Characters are Lifted from the fictional Walker Graphic Novel and immersed into real-life issues confronting all readers world-wide.  Fiction and Reality are Blurred …

The Walker story is fictional and lifted from a graphic novel entitled “Climate Hacking.”

The website goes on to say:

“NOTICE:  (May 13, 2011)  As Walker moves from BETA testing to LIVE interactivity we will inform you here.  You will soon begin to see the bumper stickers (see example below, i.e. a spin-off from the 1950′s “Kilroy Was Here” phenomena) but with new QR Codes technologies utilized, so that Walker solo journalists (SOJOs) and Walker augmented/alternate reality game players can receive coded communications from Walker which include private communication, locations for clues, as well as  news gathering assignments for the Climate Hacking, NanoTiO2 and Water Waters productions (as Walker webisodes, mini-docs, and interstitials).  Please check back frequently as more news will be announced.  When Walker is LIVE and not in BETA,  the QR Codes on this blog and everywhere will change … taking the Walker SOJOs to other web sites, secret web sites, flash mobs and live event locations with new instructions which further the Walker ARG game.  Those sites may include Craigslist and other forums adding to the tension of the game and its context in contributing to the on-going dialogues about Climate Hacking, Water Wars and Nano technologies.  Stay tuned …”

QR Code Usage up 4,549% in 1st QTR 2011 – TLP integrates QR Codes in TransMedia Strategies

Mobile bar code scanning has increased by 4,549 percent in the first quarter of 2011 on a year-over-year basis, according to a Mobio Identity Systems study.

Report May 2011:  “The Naked Facts: Whiplash Edition QR Barcode Scanning in Q1-2011“  READ FULL REPORT HERE.

With the increase in smartphone purchases for both iPhone and Android devices, which have a pre-installed QR reader, there is growing awareness among consumers of QR codes compared to a year ago.

QR barcodes go mainstream
Women also show a higher interest in using QR codes, accounting for 68 percent of users.

These numbers have big implications for advertisers.

“QR barcodes are no longer just a way to speak to early adopters, or the geek crowd,” Mr. Binns said. “QR codes have gone mainstream and are being used heavily by women who are head decision makers and purchasers in households.”

Mobio offers target rich environments where advertisers use multiple barcodes tied to different outcomes or campaigns to engage their consumers multiple times.

The vast majority of mobile bar code scans are centered on providing more information about a product or service, with 89 percent of scans falling into this category.

In terms of the type of media scanned, social media accounts for 70 percent of scans, TV 22 percent, the physical world four percent, online three percent and print one percent.  The iPhone is the most popular scanning device, followed by the iPod Touch and then, Android.  The report also shows that consumers are not just trying QR codes once and forgetting about them, but are becoming repeat users of the technology.

In fact, repeat scanners account for 62 percent of the market.

For marketers, this means QR codes can provide a way to have an ongoing conversation with consumers.

“QR isn’t a one-off medium anymore,” Mr. Binns said. “Marketers can change their QR codes in ads each day, week or month, and have an ongoing dialogue with their consumer.”

TransMedia in Hispanic Television – Univision and Buick

It’s an Ad Within an Ad Within a TV Show for Univision Novela

AdAge Reports:  “In Bid to Sell Buicks With Intrigue and Plot, Network and GM Roll Out Character-Driven Spot.”

The article reports:  “As head of Hispanic ad agency Publicidad Arismendi, Eva Rodriguez won General Motors’ Buick account and created the car brand’s first Spanish-language commercial, which ran on Univision last week. But Eva isn’t real. She’s the heroine of Univision’s 8 p.m. telenovela “Eva Luna,” and part of her role is to take the product integration common in novelas to a new level.

In typical novela fashion, Eva starts out as a humble but beautiful apple-picker in Southern California and finds success and riches after falling in love with a man — Arismendi’s creative director, Daniel Villanueva — and being mentored by the agency’s founder, Julio Arismendi as she nurses him through a long illness. Eva rises to the top of the agency through a combination of hard work, her love of advertising, and the tutelage of Julio, who also leaves her a majority stake in the Los Angeles-based Hispanic ad agency after he fakes his own death when his evil wife Marcela poisons him.

Was this Buick spot, ‘Noses,’ created by Publicidad Arismendi?  For General Motors, the relationship with Univision and the “Eva Luna” novela goes way beyond traditional product integration, although there is plenty of that as different characters zip around in Chevy Cruzes and Traverses. In addition, Buick sponsors, among other things, the online replays of “Eva Luna” episodes on Univision’s novela site.

Not only is the novela set in an ad agency, the plot includes the fictional Publicidad Arismendi’s quest for the Buick account, Eva’s successful pitch for the business, and the shooting of the real commercial, essentially relaunching Buick in the U.S. Hispanic market with the brand’s first Spanish-language spot.

“We knew Buick didn’t have any commercial creative so integrating the car into the storyline wasn’t going to be enough,” said Lia Silkworth, senior VP-media director at Tapestry, part of Starcom MediaVest Group.

General Motors’ media deal with Univision built in the cost of producing the commercial, and the filming of the spot was done at the same time as the scene of Eva directing the commercial. During the two-day shoot at an upscale Miami shopping mall, the “Eva Luna” cast and crew spent about an hour filming Eva, dressed in a white trenchcoat and very high heels, hopping behind cameras, scrutinizing storyboards and giving directions.”

TLP Completes “Connected TV” White Paper – Latin TV Market Focus

Managed TV versus Over the top video

The impact of connected TVs on the TV industry (RequestPDF – contact button)

What You Need To Know: A Sixty Second Version

UNIVISION STATEMENT AT YOUTUBE:  You’ve probably read the headlines: “New census milestone: Hispanics reach 50 million”; “U.S. Hispanic population tops 50 million” and one of our favorites “Los USA — Latino Populations Grow Faster with Wider Spread.” The U.S. Census numbers have confirmed that the Hispanic population has reached an important milestone, the 50 million mark. We are waking up to a new reality, a new face of America. The New American Reality video speaks to the unique experience of being Latino in America today.  Univision is proud to Inform, Entertain and Empower the Hispanic community. To learn more about how we reach the Hispanic consumer. 

March 18, 2010. Cable TV Is Doomed. “The death of cable television would probably still be inevitable without the Federal Communications Commission’s national broadband plan, which aims to expand broadband Internet access to 90% of Americans and dramatically increase access speeds. …We’re already familiar with two business models for web TV: Hulu’s ad-supported programming and iTunes’ micro-payment system of about $2 per ad-free show. Both of these are preferable to cable not only because they’re more cost-effective but because they allow the viewer a greater degree of control. You only pay for what you watch, whereas with cable you pay primarily for things you’ll never watch. Americans watch on average 5 hours of TV a day, so a cable subscriber with 100 channels is only consuming 0.2% of the programming he or she is charged for. With the average cable bill swelling to $64 a month in 2009 from $47.50 a month in 2004, ditching cable for web-based TV is an increasingly attractive option.

It is well known the broadcast television industry faces an unprecedented crisis amid a global economic downturn. News and industry experts have reported a dramatic fall in TV advertising spends, in many countries up to 50%. … and earnings drops to levels of 1995. There has been a multiplication of channels, brand confusion, and an ongoing fragmentation of audiences … An increasing number of bankruptcies of networks and production companies populate the news channels. This trouble in the global broadcast industry is well known by now.

An average of 179 Million Americans watched online video each month in 2010. Engagement levels also rose, with viewers watching online videos more frequently88.6 million people watched online video on an average day in December 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for the month (up 13 percent). The average American spent more than 14 hours watching online video in December, a 12-percent increase from last year, and streamed a record 201 videos, an 8-percent increase.

In February 2008 the average Hispanic-American over the age of 11 spent more time online than watching television, according to the Terra Networks-sponsored “Hispanic Syndicated Study,” conducted by comScore Media Metrix. In general, online Hispanics—independent of their language preferences and acculturation levels—are heavily engaged in technology,” wrote the report’s authors.  Every day, more than half (56%) of Hispanic-Americans surveyed said they spent at least an hour online, which was slightly more than the 50% who spent an hour or more watching TV. On a weekly basis, Terra reported that more Hispanic-American Internet users spent 13 or more hours online (30%) than watched TV for the same amount of time (23%).

Telemundo Internacional chooses TVU for live Internet broadcasts for its blockbuster Telenovela series “Decisiones” Mountain View - August 15, 2008 – Telemundo Internacional, an NBC Universal division deemed the preeminent leader in Latin American television worldwide, and TVU Networks, a global live Internet TV service with a user base of 18 million viewers in 200 countries, jointly announced today the addition of a Telemundo channel dedicated to its chart-topping series “Decisiones” that will be available worldwide excluding Mexico and the US.

October 14, 2010 Article:  TV revenue growth in Latin America set to explode “TV revenue in Latin America will be worth $18.5 billion in 2015 – up more than 50% on the 2009 total, according to a new research report from Informa Telecoms & Media. Latin American economies are showing signs of long-term strength, signalling big growth for television services in the next five years. “Greater economic resilience is now allowing the Latin TV sector to enjoy stable growth – putting it in its best position for decades,” said analyst Adam Thomas. In other words, with more disposable income floating around, subscribers are more likely to pour it into living-room entertainment. The growth will be so significant as to reduce the North American market’s dominance in pay-TV uptake over the next five years: Informa is forecasting that pay TV subscription numbers are anticipated to reach 57.3 million by the end of 2015 in the CALA region, up 57% from 36.6 million in 2009. In contrast, the U.S. in 2009 had 96 million digital households – almost 80% of the pan-continental total. By 2015 its statistical dominance will decline to accounting for 63% of the Americas total. Informa is expecting consistent growth in digital TV too, with the Latin region forecast to almost quadruple in size from 15.9 million digital TV households at the end of 2009 to 57.1 million by 2015. Brazil and Mexico combined to account for 51% of digital subscribers at the end of last year, their combined regional share will edge up to 54% during the forecast period.

A Brand is Not a Logo … It’s an Experience.

Kevin has clearly led the field with Fortune 500 Companies. If they adopt “Lovemarks” as a branding strategy, why are medium and smaller companies reluctant?

The Love Kitchen – TransMedia 4 Screen Syndication Strategy

TLP is assisting TheLoveKitchen with TransMedia, 4 Screen Packaging of the reality show which is now in development.  Synopsis from Show Website.  “The Love KitchenTM is a new seductive dating and upscale cooking show combing sex appeal and food.  TLK unmasks the true personalities of the contestants by turning up the temperature on their first date.  Forget the bedroom. Ever wonder what your date is like…in the kitchen?  Our show uniquely pairs couples together in the kitchen, to see if they can stand the heat – and one another.  “True personalities come out the first date,” says Hang Holyda, the Executive Producer.   She should know.  With a Masters in Psychology, she’’s been studying this a long time – and now she’’s created a show that puts it all into practice.   You can learn a lot about a person during stressful situations.  The kitchen is the perfect place to learn the truth about your potential love interest.  “When stressed, it’s really difficult to contain one’s personality.  Cooking can be stressful, or it can be sensual. The best experience involves a little of both. “  TLK is a cross between ‘The Iron Chef’ and ‘The Dating Game.”  Cross-platformed Webisodes and Episodes offer delicious recipes to help viewers brush up on their culinary skills in a fun and competitive social setting.  Each show involves two contestants competing to win over the main date with their culinary skills and charm by cooking one at a time in front of the date.  In the end, the date chooses the winner as their future dating partner.”

And sometimes the kitchen experience is a total failure where the winning male or female would rather just go home.

Its light and full of surprises mixing secret ingredients, exotic dishes, challenging recipes and impossible situations to determine who makes the grade.”

The proposed Show Hosts are Maikka Weston and Scott Rose.  The show is owned by Success Productions:

The Legacy Productions Branding “Lovemarks” for Reality TV Series: JOBz

Kevin Roberts, CEO of Saatchi & Saatchi turned the advertising agency around with the concept and implementation of Lovemarks branding strategies for Fortune 500 clients.    A few years ago, Saatchi & Saatchi looked closely at the question:   What makes some brands inspirational, while others struggle?  And they came up with the answer: Lovemarks:  the future beyond brands

The Legacy Productions has implemented specific Lovemarks of:

Aspiration, Perseverance, Endurance, and Overcoming

… into the JOBz reality TV series’ brand image.  These Lovemarks are found throughout the JOBz’ webpage, print literature, key artwork, and other graphics in the show Media Kit.  http://www.jobztv.com

Here are some of the JOBz show posters:

Naked Pizza Twittering

Naked Pizza, a New Orleans Pizzeria that specializes in healthy pies, set a one day sales record using social media.  In fact 68% of their sales came from people “calling in from Twitter.”

Credit: Naked Pizza Graphic

Using the Twitter platform, they are able to tell exactly how much in sales can be attributed to the Twitter action. Are they on to something? Perhaps!  Clearly.  Naked Pizza had a 15% increase in their business sales for the day.

In 140-characters or less, Twitter is starting to show some signs of profit for some for-profit businesses.

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

Jordan’s Become Legendary Campaign – What’s the Lovemark Here?

In January 2008, the “Become Legendary” Campaign was launched.  From the Press Release:  “BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan’s personal values and philosophy for success.  We think Jordan Brand, a division of NIKE, Inc., did something exceptional with this Campaign.

Kevin Roberts, CEO of Saatchi & Saatchi introduced the concept of Lovemarks into the world of integrated brands in 2004.  Roberts is considered the guru of Lovemarks and speaks about the Blacks rugby team of New Zealand in this short clip “Nothing is Impossible.”  It’s clear there is a real connection between the Become Legendary Campaign and it’s message, its Lovemarks and Roberts’ description of the Blacks and “Nothing is Impossible.”  This is pull marketing and inbound marketing at its finest hour …

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

What is your Passion?

You see things; and you say ‘Why?’ But I dream things that never were; and I say ‘Why not?’

George Bernard Shaw

Click Box to Go to Will’s Video

On a continuing basis, The Legacy Productions will be aggregating inspirational content at this this location on the Blog.  This is known as Custodial Video “in the trade.”  In reality, we just think it’s a helpful thing to do.

What is Your Passion.  What are You Going to Do With it?

Look Me in the Eyes

U2 and Sports Quotes