{"id":584,"date":"2012-11-14T18:21:18","date_gmt":"2012-11-14T17:21:18","guid":{"rendered":"http:\/\/www.didikoller.nl\/blog\/?p=584"},"modified":"2014-10-16T21:05:41","modified_gmt":"2014-10-16T19:05:41","slug":"how-do-they-do-it-part-22","status":"publish","type":"post","link":"https:\/\/www.didikoller.nl\/blog\/en\/how-do-they-do-it-part-22\/","title":{"rendered":"<!--:en-->How do they do it? part 2\/2<!--:--><!--:nl-->How do they do it? part 2\/2<!--:-->"},"content":{"rendered":"<p><!--:en-->He produced Where&#8217;s Gary? and <em>The Spiral<\/em>. And although he prefers not to use the word transmedia I\u00a0<span style=\"line-height: 21.81818199157715px;\">still<\/span><span style=\"line-height: 21.81818199157715px;\"> <\/span>see Peter de Maegd as one of the few true transmedia producers. He himself would rather talk about &#8216;storytelling for the converged media&#8217;. For me it does not matter what you call it, because we are still talking about the same\u00a0<span style=\"line-height: 21.81818199157715px;\">buzz-<\/span>thing . A buzz-thing that is being reviewed more critically nowadays. On How do you do? Peter\u00a0<span style=\"line-height: 21.81818199157715px;\">de Maegd <\/span>told us about his learnings of the pan-European project, <em>the Spiral<\/em>.<\/p>\n<div class=\"rve\" data-content-width=\"750\"><iframe loading=\"lazy\" width=\"750\" height=\"422\" src=\"https:\/\/www.youtube.com\/embed\/uB1R2l3DYgk?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<p><!-- Responsive Video Embeds plugin by www.kevinleary.net --><\/p>\n<p>Above you can see the trailer of <em>the Spiral<\/em>.<em> 6 pieces of art, 6 museums, 6 countries<\/em>. But also project of 6 million euros. The money came from several sources with different goals. Thus 90% of the budget went to the television series and the rest was for the game and live events. On television the Spiral\u00a0<span style=\"line-height: 21.81818199157715px;\">had<\/span><span style=\"line-height: 21.81818199157715px;\"> <\/span>2.5 million viewers, a small 143,000 people have visited the website www.thespiral.eu. Nearly 95% of viewers has seen nothing of the converged media. Why is that?<\/p>\n<p>What the creators of the series see as the major mistake is that they didn&#8217;t want to communicate about the story, but only from within the story. That&#8217;s why they have probably missed a lot of publicity and it turned that it was not necessary. People can easily switch between real life and fiction, and they want to that. The example that de Maegd gave was a child who plays a cowboy and goes horse riding on a chair. He knows perfectly well that the chair is a chair, but at that moment it is a horse to him.<\/p>\n<p>I think the lack of players was a result of something else. On television it was not quite clear what you could do on the website and why you should go there. Moreover, the game was no fun. I understand that they tried to do something different than the classic search quest, wherein the active players pave the way for the rest. It was a platform where everyone could contribute, but the added value of this was unclear. You had to do useless things for useless points. You did not get exclusive content or information, and you did not know what you were doing.<\/p>\n<p>In the Spiral it all about co-creation, everyone is an artist and together we make a great work of art. De Maegd himself has a different opinion about this. Writing a story is an art that needs to be done by experts. He believes that users should never be given the creative leadership of the story, because it will be boring and stupid. &#8220;Good storytelling is dictatorship.&#8221;<\/p>\n<p>With the Spiral a new step is taken in the development of transmedia storytelling and although it may not have been entirely successful, we can all learn from this.<\/p>\n<p>Also read my article about <a title=\"How do they do it? part 1\/2\" href=\"http:\/\/www.didikoller.nl\/blog\/?p=579\" target=\"_blank\">Karel Vincke from Duval Guillaume Modem and their succesful virals<\/a>.<\/p>\n<p>&nbsp;<!--:--><!--:nl-->Hij produceerde onder andere <em>Where is Gary?<\/em> en <em>The Spiral<\/em>. En hoewel hij zelf het woord transmedia liever niet gebruikt zie ik Peter de Maegd toch als \u00e9\u00e9n van de weinige echte transmedia producers die de wereld rijk is. Zelf praat hij liever over &#8216;storytelling for the converged media&#8217;. Wat mij betreft maakt het niet uit welk label je er aan hangt, want we hebben het nog steeds over hetzelfde buzz-ding. Een buzz-ding waar steeds kritischer naar gekeken wordt.\u00a0Op How do you do? deelde Peter de Maegd zijn learnings van het pan-Europese project <em>the Spiral<\/em>, dat in Nederland bij de VARA werd uitgezonden.<\/p>\n<div class=\"rve\" data-content-width=\"750\"><iframe loading=\"lazy\" width=\"750\" height=\"422\" src=\"https:\/\/www.youtube.com\/embed\/uB1R2l3DYgk?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<p><!-- Responsive Video Embeds plugin by www.kevinleary.net --><\/p>\n<p>Hierboven de trailer van\u00a0<em>the Spiral<\/em>.\u00a0<em>6 pieces of art, 6\u00a0museums, 6 countries<\/em>. Maar ook een project van\u00a0<em>6 million euros. <\/em>Het geld kwam uit verschillende potjes met verschillende doelen. Daardoor\u00a0ging\u00a090% van het budget naar de televisie-serie en de rest was bedoeld voor de game en de live events. Op televisie kreeg the Spiral 2,5 miljoen kijkers, een kleine 143.000 mensen hebben de website www.thespiral.eu bezocht. Bijna 95% van de kijkers heeft dus niets van de converged media meegekregen. Hoe komt dat toch?<\/p>\n<p>Wat de makers van de serie zelf als major mistake zien is dat ze niet \u00f3ver\u00a0het verhaal wilden communiceren, maar alleen\u00a0vanuit\u00a0het verhaal. Volledig in-story.\u00a0Door deze manier van communicatie hebben ze waarschijnlijk heel wat publiciteit gemist en het bleek achteraf helemaal niet nodig. Mensen kunnen makkelijk schakelen en leven zich graag in in een verhaal. Het voorbeeld dat de Maegd hierbij gaf was een\u00a0kind dat een cowboy speelt en\u00a0gaat\u00a0paardjerijden op een stoel. Hij weet hij heus wel dat de stoel een stoel is, maar op dat moment is het voor hem een paard.<\/p>\n<p>Ik denk dat het gebrek aan spelers aan iets anders lag. Op televisie werd niet helemaal duidelijk wat je kon doen op de website en wat daar dan zo leuk aan zou zijn. Bovendien was het spel helemaal niet leuk. Ik begrijp dat er geprobeerd is om iets anders te maken dan de klassieke speurtocht, waarbij de actieve spelers de weg vrijmaken voor de rest. Het is een platform geworden waar iedereen iets aan kan bijdragen, maar de toegevoegde waarde hiervan is onduidelijk. Je doet nutteloze dingen voor nutteloze punten. Je krijgt geen exclusieve content of informatie en je weet eigenlijk niet waar je mee bezig bent.<\/p>\n<p>In\u00a0<em>the Spiral <\/em>draait het heel erg om co-creatie, iedereen is een kunstenaar en samen maken we \u00e9\u00e9n groot kunstwerk. Zelf heeft de Maegd hier een andere mening over.\u00a0Het schrijven van een verhaal\u00a0is ook\u00a0een kunst, maar dat\u00a0moet je overlaten aan experts.\u00a0Hij vindt dat je gebruikers eigenlijk nooit de creatieve leiding over het verhaal moet geven, want dan wordt het saai en stom.\u00a0&#8220;Good storytelling is dictatorship.&#8221;<\/p>\n<p>Met\u00a0<em>the Spiral <\/em>is er weer een nieuwe stap gezet in de ontwikkeling van transmedia storytelling en hoewel het misschien niet helemaal gelukt is, kunnen we er allemaal van leren.<\/p>\n<p>Check ook het gesprek met\u00a0<a title=\"How do they do it? part 1\/2\" href=\"http:\/\/www.didikoller.nl\/blog\/?p=579&amp;lang=nl\" target=\"_blank\">Karel Vincke van Duval Guillaume Modem<\/a>.<!--:--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>He produced Where&#8217;s Gary? and The Spiral. And although he prefers not to use the word transmedia I\u00a0still see Peter de Maegd as one of the few true transmedia producers. He himself would rather talk about &#8216;storytelling for the converged media&#8217;. For me it does not matter what you call it, because we are still&#8230; <\/p>\n<p><a class=\"teaser-more\" href=\"https:\/\/www.didikoller.nl\/blog\/en\/how-do-they-do-it-part-22\/\">Continue Reading<\/a><\/p>\n","protected":false},"author":1,"featured_media":869,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[189,187,178,415,186,180,177,188,190,193,192,15,191],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.didikoller.nl\/blog\/en\/how-do-they-do-it-part-22\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How do they do it? part 2\/2How do they do it? part 2\/2 - Didi&#039;s Blog\" \/>\n<meta property=\"og:description\" content=\"He produced Where&#8217;s Gary? and The Spiral. And although he prefers not to use the word transmedia I\u00a0still see Peter de Maegd as one of the few true transmedia producers. He himself would rather talk about &#8216;storytelling for the converged media&#8217;. For me it does not matter what you call it, because we are still... 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