MALLEABLE | Transmedia Storytelling by Dewi

5 NOVEMBER 2018 EXAM CODE: 25XGAO639A

ADVANCED COURSE TRANSMEDIA STORYTELLING DEWI DRIESSEN 2182505

“Today is Monday the 14th of July, year 2138. Dear 2020, My name is Noah, and I need your help.”

TABLE OF CONTENTS

This conceptbook and its content are created for the Advanced Course Transmedia Storytelling year 2018-2019.

Research

Value Fit

MALLEABLE

Coca-Cola Plastic Soup Target Group

#MCPS Characters Synopsis Style & Aesthetics

User Journey & KPI

Reflection

Bibliography

User Journey KPI

RESEACH Vision

Facts

Coca-Cola sees that the world is changing. Which is why they look ahead and developed a vision that would be the driving force for the coming years and beyond. The 2020 Vision. The company calls it a “Roadmap” that creates a long-term destination for their business and bottling partners (The Coca-Cola Company, n.d.).

According to the Coca-Cola Value Chain, their goal regarding Packaging Collection & Recycling is to collect every bottle or can, for every piece they sell by 2030 (The Coca-Cola Company, 2018b). The first goal is to reach 75% by 2020. However, as shown in the figure below, this goal has not shown improvement over the last three years (The CocaCola Company, 2018b).

Mission The Roadmap states the purpose of the company and serves as the standard agaisnt which they weigh their actions and decisions. • To refresh the world... • To inspire moments of optimism and happiness... • To create value and make a difference

PLATFORMS The company is active on several platforms, the numbers as of October 7, 2018 are as following:

The coca-colacompany.com website is all about the Coca-Cola Journey. Here, the company showcases:

- Facebook

Coca-Cola

107M likes

Their brands;

- Twitter

@CocaCola

3.34M followers

Our way forward, where they show how they evolve;

- Instagram

cocacola

2.5M followers

Sustainability, what and how they do it;

- Website unknown - YouTube

Coca-Cola

2.6M subscribers

- LinkedIn The Coca-Cola Company 1.8M followers

Innovation, regarding sustainability and culture;

marketing,

Their history, with collectibles, advertising and restaurants; by using storytelling.

A shared message is used on all of these platforms: #ShareaCoke.

products,

TARGET GROUP Coca-Cola highly believes in education and sees it as one of the keys to socioeconomic development, saying: “we create, build and encourage educational programs for students of all ages.” (The Coca-Cola Company, 2012). As the target group of ‘students of all ages’ can be perceived as quite broad the decision has been made to define it to students of generation Y (1985-2000), also known as millennials, and Z (2000 – now). According to Van Bakel (2015), millennials and generation Z do not attach themselves to a brand but more to content that they identify themselves with. With this information, it can be said that brand loyalty is low and rather than identifying themselves with a brand they identify with qualitive content. They are also often seen as an idealistic group, which sets them apart from the previous generations. They indicate that ‘giving meaning’ and ‘making a positive contribution’ in their work and life are the most important priotities (Generation Journey, z.d.).

PLASTIC SOUP

Beaches, rivers and oceans, plastic piles up everywhere. Cleanup activities of beaches around the world all have one thing in common: plastic bottles and caps are the most common plastic packaging that pollute our waters (Ocean Conservancy, 2016).

2.7 million tons of plastic goes into the ocean every year. That is the equivalent of one truck full of rubbish every minute (Jambeck, J. R., Geyer, R., Wilcox, C., Siegler, T. R., Perryman, M., Andrady, A.,...Lavender Law, K., 2015). Plastic bottles are a big part of the problem as yearly almost 300 billion polyethylene terephthalate (PET) bottles are produced and almost half of this amount is thrown away after single-use (PMMI & Euromonitor International, 2015). And it is expected that production will only continue to rise in the coming years (PMMI & Euromonitor International, 2015).

Not only does the waste look unsightly, it is a disaster for our oceans. Sea creatures like sharks and birds swallow this waste and in addition, they break down into microplastics. This way they come into contact with the food chain and thus, us. The microplastics work as sponges as they absorb poisonous chemicals from the ocean (Greenpeace Research Laboratories, 2016).

VALUE FIT

PROBLEM

ORGANISATION

CONSUMER

PLASTIC SOUP

REFRESH THE WORLD

GIVING MEANING

TO INSPIRE MOMENTS OF OPTIMISM AND HAPPINESS

BRAND LOYALTY < QUALITIVE CONTENT

CREATE VALUE AND MAKE A DIFFERENCE

MAKING A POSITIVE CONTRIBUTION

“WE CREATE, BUILD AND ENCOURAGE EDUCATIONAL PROGRAMS FOR STUDENTS OF ALL AGES.” (THE COCA-COLA COMPANY, 2012).

MALLEABLE adjective: malleable (of a metal or other material) able to be hammered or pressed into shape without breaking or cracking.

MALLEABLE is an awareness campaign towards Coca-Cola consumers and mainly the target group mentioned before. The goal of this awareness campaign is not just to inform and let consumers think about the consequenses of not recycling plastic waste, but also to activate them by creating a visual storyworld. MALLEABLE is all about taking something and transforming it to something new for a better use. The following concept is a fictional dramatisation of the possible consequenses by not taking care of the environment through non-recycling.

Disclaimer: This is a work of fiction. Names, characters, businesses, places, events, locales, and incidents are either the products of the authorâ&#x20AC;&#x2122;s imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental. (novels, short stories)

#MCPS MALLEABLE takes place in the year 2138. Plastic waste has become normal in the environment and microplastics (created from plastic waste) can be found in food, polluted water and even, in some cases, the air.

The levels show how far MCPS has developed inside the body.

MICROPLASTESIS

weakened immune system

Also known as MCPS, is a disease that started showing symptoms among humans around 2070 and has become a full-fledged disease in 2094. It attacks the immune system, causing organ failure and without medical care the person will die within 2-4 years.

susceptible to diseases

unexplainable tiredness

weakening of senses (hearing, smell, taste, sight)

Currently there is no cure and once diagnosed, the person will need medical care for the rest of their lives. The statistics of diagnosis is as follows: level 1: level 2: level 3: level 4: level 5:

approximately 60 approximately 40 approximately 20 approximately 10-20 approximately 1-10

Disclaimer: This is a work of fiction. ÂŠ 2018 Dewi Driessen

years years years years years

Symptoms are:

- headaches -

lessening of appetite

PLYDRO PLASTICS The biggest plastic manufacturer and distributor in the world. Because of smart marketing and keeping things under wraps the world sees it as a company that is highly involved in environmental care and sustainability. However, there are many dark secrets about it and its CEO just waiting to be uncovered.

HIGGINS HOSPITAL An exclusive hospital that specialises in MCPS and Division Tests. Has a yet unknown link to Plydro Plastics.

THE DIVISIONS REPTILIA

INSECTA

AVES

ARACHNIDA

SNAKE

BEE

SWAN

SPIDER

LIZARD

BUMBLEBEE

OWL

SCORPION

WASP In 2050, several animal CROCODILE species have started to die out and even grown extinct. This is because of the immense growth in world population andALLIGATOR humans claiming areas from the animals. An additional reason is because MCPS first started TURTLE affecting animals.

HAWK

MITE

CROW PENGUIN

In 2055, governments globally decided to divide inhabitants into divisions, determined by their characteristics, by way of a series of testing and experiments. Once divided, it is the humansâ&#x20AC;&#x2122; task to either make sure their animal and section does not grow extinct or that their legacy will be uphold. Families tend to belong to the same Divsion and a family member that is not, is seen as an Anomaly.

REPTILIA

INSECTA

SNAKE

BEE

LIZARD JACKAL CROCODILE WOLF ALLIGATOR DOG TURTLE COYOTE

BUMBLEBEE PUMA WASP LION

CANINE

FELINE

TIGER LEOPARD

AVES ARACHNIDA Being part of a Division means you live by its rules even if you MAMMALIA do not like it. Some Divisions have more power than others SWAN SPIDER and conflicts a normal occurance. MARINE between them arePRIMATE OTHER SCORPION OWL As anWHALE Anomaly also needs to LEMURIDAE live by its Divisions rules, living in ELEPHANT a house HAWKwhere they are an outcast MITEcan be quite challenging. DOLPHIN Therefore Anomalies have CHIMPANSEE created a secret society SCORPION where theyCROW live together in harmony without the set up rules of The SEALThe Pariah. IORIS MITE Divisions: PENGUIN

CAT LYNX noun: pariah; plural noun: pariahs 1. an outcast. Disclaimer: This is a work of fiction.

REPTILIA

INSECTA

AVES

ARACHNIDA

SNAKE

BEE

SWAN

SPIDER

LIZARD

BUMBLEBEE

OWL

SCORPION

it is mandatory for everyHAWK person to be tested. CROCODILE At the age of 15,WASP This is funded by the government and by use of Augmented ALLIGATOR Reality and Artificial Intelligence the subject CROW is put in a semicomatose state for half a day to determine in which section TURTLE PENGUIN they belong. However, for those part of the elite, testing is available at the age of 10 as their families can afford to do so. On this page, only a fraction of the sections and their animals are shown.

MITE

MAMMALIA CANINE

FELINE

MARINE

PRIMATE

OTHER

JACKAL

PUMA

WHALE

LEMURIDAE

ELEPHANT

WOLF

LION

DOLPHIN

CHIMPANSEE

SCORPION

DOG

TIGER

SEAL

IORIS

MITE

COYOTE

LEOPARD CAT LYNX

CHARACTERS

NOAH 24 years old Anomaly Highly intuitive and artistic Brother of Anna Section: Mammalia Feline Animal: Leopard

Will go to any lenght to find a cure for his sister. He starts making video messages after receiving an anonymous tip that he can get in contact with the people in 2020, knowing that it might prevent the creation of The Divisions and MCPS.

ANNA 20 years old Diagnosed at the age of 15 with level 3 MCPS Admitted to Higgins Hospital Section: Aves Animal: Swan

THE OWL Leakes information from Plydro Plastics. Assumed to be someone from the The Pariah. Sends everyone that is send to them or searching for them on a wild goose chase.

CYRUS 25 years old Medical Intern at Higgins Hospital Noahâ&#x20AC;&#x2122;s best friend Section: Aves Animal: Hawk 17

MADDY Maddison, seen as the Golden Daughter 12 years old Section: Mammalia Canine Animal: Wolf Extremely intelligent and wise beyond her age.

ALEXANDRA 36 years old CEO of Plydro Plastics Section: Mammalia Feline Animal: Lion Has a big aversion towards section Aves 18

THE SNAKE Except for being a powerful person, not much is known. Hired by Alexandra to find and capture The Owl.

SYNOPSIS Disclaimer: This is a work of fiction.

Noah sends a short video addressed to those in the 21st century, with a message -or rather a cry- asking for help. The quality is not that well and there is quite a bit of noise so viewers will see Noah talking in fragments but clearly hear the words MCPS. For the next sixteen weeks, Noah, Anna and Cyrus send short messages, about their lives, their relationships, the leaks and a world where The Divisions and MCPS rule their society. WEEK 1 & 2 Videocontent: Noah: his life as an artist, the anonymous messages, his and Annaâ&#x20AC;&#x2122;s childhood before she got diagnosed, The Divisions. Anna: her life with MCPS, her hospitalisation, her encounters with other MCPS patients, her crush on Cyrus, The Divisions. Cyrus: his life as a medical student, the sketchy situations he encounters at Higgins Hospital, The Divisions. Plydro Plastics releases environmental care and corporate sustainability videos.

WEEK 3 A whistle-blower named The Owl launches a website named www.plydroexposed.com, where the first files of Plydro Plastics are leaked. On the website is a disclaimer where the consumer is informed that it is a fictional Coca-Cola Company story. Additionally, special Coca-Cola cans and bottles, both with and without the characters start showing. On these bottles is are two messages #MCPS and Please Recycle. The hashtag brings consumers can bring people to the website and the videos. Videocontent: Alexandra: a news item is released with a statement about the leak where she defends any accusations. Noah: asks consumers to send him recycled artwork for Annaâ&#x20AC;&#x2122;s hospital room. By sending in artwork the consumer can also earn tokens. Anna: Is getting bored and explores the hospital. Maddy is seen for the first time.

WEEK 4, 5, 6, 7, 8 & 9 A Scavenger hunt is ignited when Billboards and posters with new leaks show up. Reverse vending machines pop-up at different locations where consumers can recycle all of their drink cans and bottles in return for a unique code. This unique code can be used to earn tokens on the plydroexposed website. When people search for #MCPS with the name of the character, they can get in touch with either Noah, Anna or Cyrus. Noah: shares a message that someone called The Snake is trying to capture him. Anna: her hospital room slowly becomes more decorated with recycled artwork.

WEEK 12 & 13 Consumers can help Noah, Anna and Cyrus by recycling, sending in artwork, using the hashtag and sending messages on Facebook Messenger. Through this, consumers can earn tokens that can be unlocked in week 14. WEEK 14 Amount of recycled plastic is announced, the search continues. Consumers can now exchange their earned tokens for extra information that was not mentioned before and exclusive merchandise. WEEK 15 The Owl is rescued by Anna, Cyrus and Noah. Week 16 The Owl is revealed, which turns out to be Maddy, Plydro Plastics Golden Daughter.

Cyrus: finds out something might be going on between Higgins Hospital and Plydro Plastics. WEEK 10 The Owl is captured by The Snake. WEEK 11 Cyrus helps Anna escape Higgins Hospital and they, together with Noah search for The Owl.

After the reveal the initial awareness campaign has ended and the story continues in the form of a webseries. Here, the struggles of being part of a Division, dealing with MCPS and the mission to take down Plydro Plastics carries on.

STYLE & AESTHETICS

USER JOURNEY

KPI As mentioned on page 11, MALLEABLE is an awareness campaign towards Coca-Cola consumers and mainly the target group mentioned before. The goal of this awareness campaign is not just to inform and let consumers think about the consequenses of not recycling plastic waste, but also to activate them by creating a visual storyworld. The awareness is measured through: Likes Shares Reactions Uploads of artwork with the use of #MCPS Views Hashtags The statistics shown are based on the assumption that the baseline for MALLEABLE and awareness of plastic waste is zero.

501.332 Followers

1.600.420 Likes

subscribers 400.000

300.000

200.000

100.000

Week 1

Week 5

Week 10

Week 16

323.587 Subscribers

Views Total of Likes Facebook and Instagram Use of #MCPS 25.000.000 25.000.000

20.000.000 20.000.000

15.000.000 15.000.000

10.000.000 10.000.000

5.000.000 5.000.000

0 0

Week 1 Week 1

Week 5 Week 5

Week 10 Week 10

Week 16 Week 16

REFLECTION & EVALUATION GIVEN FEEDBACK

This course has also made me realise I truly like developing this type of content. In the future it would be interesting to see how this would be set about in a professional environment.

The Advanced Course Transmedia Storytelling has given me many insights on the creation of a storydriven transmedia campaign. Doing this course individually was challenging in terms of brainstorming and discussing possible directions, visuals and character developments.

The received feedback after the given presentation was on how to connect the characters to animals. The initial storyworld did not have an obvious connection and without it, it could have been a â&#x20AC;&#x2DC;kill-my-darlingâ&#x20AC;&#x2122;.

The start was difficult as I did not know where to begin. Once the company and the issue were defined, the story developed itself incredibly fast. But because of the lack of creative input from others I came to a standstill midway of creating the story.

I took a few steps back and thought of how this could be an added value to the storyworld, which resulted in the creation of the The Divisions.

Luckily I had the help of the teacher, Maaike Rijnders who guided me during this project.

Additional feedback was about entry points, as they did not exist yet at the time of feedback, these have been added later on.

BIBLIOGRAPHY Ocean Conservancy (2016) International Coastal Clean-Up http://www.oceanconservancy.org/our-work/international- coastal-cleanup/ 2016-oceantrash-index.html Greenpeace Research Laboratories (2016) Plastics in Seafood http://www.greenpeace.org.uk/sites/files/gpuk/ PlasticsInSeafood-Final.pdf Jambeck, J. R., Geyer, R., Wilcox, C., Siegler, T. R., Perryman, M., Andrady, A., . . . Lavender Law, K. (2015). Plastic waste inputs from land into the ocean. Retrieved from http://science.sciencemag.org content/347/6223/768 PMMI & Euromonitor International (2015) Global Packaging Landscape: Growth, Trends & Innovations http://www.pmmi.org/files/ResearchandTrends/ Industry/Global-Packaging-Trends-ES.pdf and The New Plastics Economy/Ellen MacArthur Foundation (2016) Rethinking the Future of Plastics https://www.ellenmacarthurfoundation.org/ assets/ downloads/EllenMacArthurFoundation_TheNewPlasticsEconomy_15-3-16.Pdf Generation Journey. (z.d.). Generatie Y in beeld: de kenmerken van de Millennials. Retrieved 15 september 2018, from https://www.generationjourney.nl/generatie-y/ The Coca-Cola Company. (2012, January 1). Education. Retrieved from https://www.coca-colacompany.com/stories/education The Coca-Cola Company. (n.d.). Mission, Vision & Values. Retrieved October 7, 2018, from https://www.coca-colacompany.com/our-company/mission-vision-values The Coca-Cola Company. (2018, August 28a). 2020 Sustainability Goals: Tracking Our Progress. Retrieved from https://www.coca-colacompany.com/stories/2017-trackingour-progress The Coca-Cola Company. (2018, April 25b). Coca-Cola System and Value Chain. Retrieved from https://www.coca-colacompany.com/stories/coca-cola-system-and-value-chain Van Bakel, R. (2015, 27 maart). Marketingfacts | Platform voor interactieve marketing. Retrieved from https://www.marketingfacts.nl/cookies/?s=%2Fberichten%2Fverklaard-merkloyaliteit onder-gen-y