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A Perfect Metaphor For The Idea Of Live Story Telling

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“We’re set up like classical orchestras but this is the age of jazz.” (Rishad Tobaccowala) This is a perfect metaphor for the idea of ‘live story telling’. In a classical orchestra, there is a general structure that musicians want to sketch out yet in jazz it is up to the players (the users) riff from each other and improvise and tell a story that is shaped and formed based on the talent in the room. Twitter is a perfect representation of how live storytelling is used for shape shifting content based on audience engagement. How do you design a story that is not fully told, something that you need people to fill in the blanks for you and make it richer and living? The audience on Twitter is inside the live story telling notion, they contribute …show more content…

Twitter, where events are unfolding and conversations are in play; people are expressing what they feel in the moment, this has provided a new opportunity for brands to get that closer to someone to the point of impact. The best brands who are operating in real time are the brands that are planning ahead for it by figure out conversation patterns like expressions of actions, example getting ready for a particular event, so planning for these predictable conversations are more efficient for brandhood to participate in many ways. ZzzQuil noticed that a large audience was aligning themselves around this hashtag “#GoToSleep”, their everyday live story opportunity is to serve up a tweet against that hastag and conversation, and do it on tone in a way that represents that ZzzQuil can relate. Now, audiences are stepping into the story and conversation by audience responding to brands and the brands take that content and do something with it like Version Wireless. The way Verison Wireless operated during the SuperBowl 2013 is by looking for ways the brand can respond to the game in an authentic way to be apart of the conversation by reaching consumers directly. Verison Wireless partnered with the empire state building to create the first ever social media driven light show on the empire state building, where the fan were driving the ability for that building to light up in the Sea Hawks colours and the Broncos colours. This is done by engaging fan in real time with customized content that was created on the fly by listening for cues during the game that is worth talking about called a

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