Transmedia Storytelling Pretty Little Liars by Lis K

Transmedia storytelling Pretty Little Liars Examcode: 2259XADV39

Michelle Figge Lisanne Klaessen Lecturer 2183819 2183819 Eefje Op Den Buijsch

TABLE OF CONTENT Introduction ...................................................................................................................................................................3 Chapter 1: Overview ......................................................................................................................................................4 1.1 Internal environment ...........................................................................................................................................4 1.2 External environment ..........................................................................................................................................5 1.3 Target group ........................................................................................................................................................6 1.4 Key performance indicators.................................................................................................................................8 Chapter 2: Business and marketing ...............................................................................................................................9 2.1 Goals ....................................................................................................................................................................9 2.2 Success indicators ................................................................................................................................................9 2.3 User need .............................................................................................................................................................9 2.4 Target audience and marketing .........................................................................................................................10 Chapter 3: Treatment ..................................................................................................................................................11 3.1 Tagline ...............................................................................................................................................................11 3.2 Back story and context ......................................................................................................................................11 3.3 Synopsis .............................................................................................................................................................12 3.4 Plot points ..........................................................................................................................................................14 3.5 Characterization and attitude ............................................................................................................................15 3.6 User centric scenario .........................................................................................................................................17 Chapter 4: Design ........................................................................................................................................................19 4.1 Multi-platform form ..........................................................................................................................................19 4.2 Rules of engagement .........................................................................................................................................20 4.3 Platforms and channels .....................................................................................................................................22 4.4 Service build overview .......................................................................................................................................23 4.5 User journey ......................................................................................................................................................25 4.6 Key events ..........................................................................................................................................................27 4.7 Timeline .............................................................................................................................................................29 4.8 interface and branding ......................................................................................................................................30 Chapter 5: Review of the development process .........................................................................................................36 5.1 Peer-review forms .............................................................................................................................................36 5.2 Lesson learned ...................................................................................................................................................38 5.3 Advice to the lecturer, for future reference ......................................................................................................38 References ...................................................................................................................................................................39

INTRODUCTION This transmedia brand storytelling report is composed by two CO-IEMES (Communication â&#x20AC;&#x201C; International Event, Music & Entertainment Studies) students, Lisanne Klaessen and Michelle Figge, and commissioned by Fontys ACI in Tilburg. The assignment is to write a transmedia brand storytelling report for an organisation in the creative industries. We will give an advice on transmedia storytelling by analysing the target group and the means of communication they use (ACI Transmedia storytelling assignment, 2014). The ultimate purpose of this report is to give an advice for the series Pretty Little Liars, which is a program of ABC Family. It can be used as a template to plot out the segments for a transmedia production report. Pretty Little Liars is a popular series and falls within our interests. This is the reason why we have chosen this brand. We have had done the research in eight weeks (1 September 2014 till 3 November 2014).

CHAPTER 1: OVERVIEW 1.1 INTERNAL ENVIRONMENT ABC Family ABC Family is an American television channel that is owned by ABC Family Worldwide Inc. Since 2001 it has been called ABC Family. Before that it was known as the Fox Family channel. ABC Family Worldwide is a subsidiary of The Walt Disney Company (Wikipedia, 2014). The channel generally offers a family-oriented programming aimed at a wide audience. Well known Programs such as ‘Switched at Birth’, ‘Chasing life’, The Fosters’ and ‘Pretty Little Liars’ includes the programming of ABC Family. Pretty Little Liars Pretty Little Liars (2010) is a popular American teen drama mystery-thriller television series. It’s based on the series of novels written by Sara Shepard. The series is about five girls living in Rosewood. It’s a perfect little town. Nobody could imagine that there are so many secrets underneath the surface. The darkest ones belong to the prettiest girls in town: Aria Montgomery (Lucy Hale), Hanna Marin (Ashley Benson), Spencer Hastings (Troian Bellisario), Emily Fields (Shay Mitchell) and Allison DiLaurentis (Sasha Pieterse). The girls get mysterious messages from ‘A’, since the disappearing of Allison. After a short matter of time they realized that A was after them. After years of several revelations and cruel attacks, the girls finally decided to uncover the truth. The question remains; Who is A? (ABC Family, 2014). The team behind Pretty Little Liars has one of the most inventive and constantly-evolving social media strategies. They are constantly providing content to their fans. As well during the episodes as between the seasons. This fan-focused approach is what sets them apart as one of the top TV programs on social media. Pretty Little Liars is such a success, that they have won six teen choice awards in 2014 (SerieVisie, 2014). The show is currently in season five and is renewed for a sixth and seventh season. (Sandra Gonzales, 2014) There are several ways to watch Pretty Little Liars on ABC Family. The most logical one is on television. Nowadays, the target group wants the possibility to watch the show anytime and everywhere. Therefore, there is the website and the application ‘Watch ABC Family’, for apple and android, to see the episodes. That’s not all, there are much more Pretty Little Liars applications for fans. This way they can chat with each other, change their opinions and play games about the show. International viewers have the possibility to watch Pretty Little Liars on Netflix and Popcorn Time. (ABC Family, 2014) Besides that, the show is active on Facebook and Twitter. The four stars of the show all Twitter throughout the week to share clips and ask followers for their favourite moments. Season five premiere generated 1.04 million tweets, topping the number of tweets generated by the season four finale of The Walking Dead. This particular episode even reached the top five most –tweeted scripted TV series this year. Pretty Little Liars is a big social hit. (Sandra Gonzales, 2014)

1.2 EXTERNAL ENVIRONMENT Nowadays, there are several relevant trends in the communication industry, which can have an influence on our target group and transmedia storytelling plan. Television industry: There are some experiments with ‘second screen’ (combined TV and internet) and community building around programs. The collaboration between newspapers and television redaction will stay. The world of film and television grows together as a result of new formats and technologies. Internet, such as online promotion films, and camera work are the future and examples of those technologies. (GOC, 2014) Experience economy: The experience economy is centred around the creation of experiences. It’s not just about products and services, but about authentic experiences. Customers are willing to pay more for an experience than for just a product. Companies are trying to achieve transformations or permanent changes in the lives of the customers. For instance, co-creation, which changed the relationship between supply and demand. (Gerritsen van Olderen, 2014) According to Pine and Gilmore the experience will gradually take over in the future. The experience economy is slowly changing in the happiness economy, where suppliers are taking on the challenge of bringing permanent changes in the customer and to help to give his life meaning. Customers want more than an experience, they want an experiences that improves the quality of life. For instance, Glazenhuis in the Netherlands, Burning man and charity events. After all, Happiness is the ultimate goal that every individual pursues. (Pine and Gilmore, 2014) (Gerritsen van Olderen, 2014) Storytelling: Storytelling is a trend as a result of the Experience economy. It’s not just about the product, but the story around the product. Stories are a powerful and effective means of communication, which could help you to promote your ideology and strategy to the target group. Storytelling brings the story of the brand, the organisation and company to life. (Storytellingpeople, 2014) Social media: Social media is becoming more and more important to reach your target group. 95 percent of the companies indicates that they deploy social media in the communication mix. Most used are Facebook and Twitter. We can conclude that we can’t imagine life without social media anymore. (Frankwatching, 2014) Big Data: Nowadays, there is so much information available about your target group. There are fine examples of the social and economic benefits of large and diverse data sets. For example, for dike safety, health care

and fraud detection. By wisely linking the big amount of available data, you can capitalize on the individual, situation or state of mind of the target group. Social media, such as Facebook, collects the most ‘big data’ in the communication industry. Companies use mostly non-personally-identifiable data: sensors in dikes, open data sources from government, road information, meteorological measurements, data on soil conditions, measurements on the state of maintenance. ‘Big Data’ also offers opportunities to get to know customers better. This way they can customize products and services looking at the customers. On the other hand, there is some criticism of the fact that it’s an invasion of privacy. (Avec, 2014)

1.3 TARGET GROUP ABC Family Target audience As the name of this channel already reveals, ABC Family focusses on families. The channel seeks to be appropriate for kids and at the same time, it provides nice programs for moms and dads. Besides that, they make sure to attract the young adults and have interesting programs for adults. The official target audience is 18-49 years old. However, the unofficial target audience is more within the 18-34 years old, the “Millennials”, and the median primetime viewer age is 36. Lately there have been some discussions about the target audience of ABC Family. The fact that the channel is broadcasting programs with gay characters, sex-laden dialogues, plots about underage drinking, drug use and teen sex is contrary to its conservative Christian past. Because of this, some critics see a different kind of target audience; “Tech-savvy teens and preteens, and brave parents who aren’t afraid to talk about sex and underage drinking”. The critics also say that the channel “has become a source of addictively soapy dramas and over amplified sitcoms that take the term ‘family’ very loosely.” The response from ABC Family on all these critics is its new slogan “A New Kind of Family”. They explain that the “Millenials” care about family, but don’t relate to family in the traditional sense. ABC Families President Paul Lee declared: “Millennials are optimistic, they make decisions by consensus, and they’re diverse — but most importantly they love family, which is great for our name and the brand,” he said. “They may define family differently — it’s not Ozzie and Harriet, but rather a much messier, more passionate, more fun, more real family. (Mittell, 2010) ABC Family can be watched by people who are physically located within the U.S., its territories and on a U.S. military base outside the U.S. The territories of the U.S. include Puerto Rico, Guam, Saipan, American Samoa, U.S. Virgin Islands. (ABC Family, 2014)

Pretty Little Liars target audience The Pretty Little Liars novels by Sara Shepard are targeted on young adults. With a look at the target audience of ABC Family, the Pretty Little Liars episodes should fit right in. The original idea for the television series was to develop a â&#x20AC;&#x153;Desperate Housewives for teensâ&#x20AC;?. Genres in which the series belong are young adult, mystery, thriller, crime, teen drama, romance and coming-of-age The television ratings show us that the series has stayed popular since the series premiere. Pretty Little Liars reached 4.22 million total viewers in its highest rated episode. Furthermore, we can see that the viewers are mostly women between the age of 18 and 34. Pretty Little Liars is the most watched series on ABC Family with a steady viewership of over 2.5 million and hereby the only show with an average of over 2 million viewers. (Wikipedia, 2014) Season

Date Premiered

Premiere Viewers (in millions)

Date Ended

Finale Viewers (in millions)

Viewers (in millions)

Season 1

June 8, 2010

2.47

March 21, 2011

3.64

2.87

Season 2

June 14, 2011

3.68

March 19, 2012

3.69

2.68

Season 3

June 5, 2012

2.93

March 19, 2013

2.87

2.59

Season 4

June 11, 2013

2.97

March 18, 2014

3.12

2.53

Season 5

June 10, 2014

2.72

N/A

By looking at the original ideas for the show and the television ratings, we can determine the target audience on; Women in the age between 18 and 34 years physically located within the U.S.

1.4 KEY PERFORMANCE INDICATORS The most important performance indicator during this campaign are engagement and sentiment. Furthermore we focus on the reach and (mobile) traffic. Within these KPIâ&#x20AC;&#x2122;s it is important to measure things like; Bouncing rates, click patterns, unique pages, interaction and social sharing, unique visitors, Geography, Mobile readers, etc. By looking at the goals which are subscribed in the next chapter, there are a couple of points that we can measure in this campaign. For instance facts around the 5% of the target group, the involvement and actions of the target group and how all this is spread among the 4 months of season break. The target audience consists of 2.53 million women in the age between 18 and 34 years physically located within the U.S.. 5% of this target audience will be 126.500 women. To actually reach this amount of women, we still have to set our campaign for the full target audience of 2.53 million. The involvement and actions of the target group can be measured with a lot of analytic numbers. Online we can measure how many times the target audience has payed attention the website, Youtube account and facebook community. We can see how many times the audience viewed, clicked, uploaded, downloaded, commented, shared, liked, mentioned, participated, followed, listed and connected with some part of the campaign. These numbers can be requested by multiple types of analytics. Facebook and Youtube have their own analytical system and Google analytics can take care of any additions to these systems. The target amount of other media can also be measured. For instance the news on tv, papers, radio and other channels have their own ways of measuring their target audience. These figures can be requested via ABC Family. Furthermore, we can request facts and figures of the target audience via cell phone providers among the text messages that have been sent. Furthermore we can measure how many fans of the series actually went to the Movie Theatre experience. This is measurable via the ticket sale of the experience. Via all the facts and figures we could receive, we can create an KPI dashboard overview of the 4 months season break and compare these facts with a lot of other facts. For instance we can compare this season break with other season breaks. We can compare the ending of last season and the beginning of the new season with other seasons. We can also compare if the activity on the facebook community remains the same when the new season starts and see if there are any remarkable facts and figures among all this. With all these ways of measuring the facts and figures we can monitor if we reached our goal to create a transmedia storytelling campaign that keeps at least 5% of the pretty little liar target audience active and involved during the 4 months seasons break.

CHAPTER 2: BUSINESS AND MARKETING 2.1 GOALS Overall Goal: To create a transmedia storytelling campaign that keeps at least 5% of the pretty little liar target audience active and involved during the 4 months seasons break

User goal: To let the pretty little liar target audience experience a large amount of involvement with the series during the 4 month seasons break. Creative team goal: To build strong participation and a positive attitude towards the transmedia storytelling campaign among at least 5% of the pretty little liars target audience between the 4 month seasons break Economic goal: To create a new type of project designed to raise engagement with at least 5% of the target audience during the 4 months seasons break.

2.2 SUCCESS INDICATORS The success indicators of this campaign will be the fact that we have looked at the demands of the target audience and the brand and fulfilled them with brand storytelling. The Pretty little liars brand already has a large active and involved fan base. There is a lot appreciation and respect towards each other. However, during the season break the fans receive less content to react on. To create a campaign that creates more content during this break the desires of the fans will been fulfilled. Based on the genre and content of the series, we can assume that the Pretty Little Liars fans would certainly be interested in the possibility to be part of the series. With this brand storytelling campaign, we bring the series to the lives of the fans. Herby the fans can live the life of a pretty little liar and experience how it feels to be one of them. Furthermore this is a great opportunity for the brand to make their fans feel special and show them how much they appreciate them.

2.3 USER NEED Because Pretty Little liars already has a really strong and active fan base we believe our target audience will definitely decide to watch the special Halloween episode in the movie theatres across the U.S. After experiencing this, they will get triggered to join the campaign online. Based on the actions of the fans during previous pretty little liars episodes we can assume the fans will be active and involved on the Facebook community. Because the fans are watching pretty little liars for 5 seasons already, we can conclude they love the genre and the mysterious riddles of the series. Our campaign gives the fans an opportunity to join the life of the pretty little liars. They can experience the same kind of actions as in the series, but now in their own real life. What would a true fan rather want than live the same life as their idols?!

2.4 TARGET AUDIENCE AND MARKETING The users of our service will be the pretty little liars target audience, including their strong fan base. The audience will be attracted to this service because they can live like their idol, the pretty little liars. The audience will be introduced to the campaign by ABC Family, their favorite tv channel. Because this new and innovative campaign, ABC Family wonâ&#x20AC;&#x2122;t have much competition on an experience like this. However, on another level of competition, pretty little liars could receive competition from other series on tv and online channels.

CHAPTER 3: TREATMENT 3.1 TAGLINE Are you ready to get ‘A’ before the next season starts? Or is ‘A’ again smarter than everyone of us? 3.2 BACK STORY AND CONTEXT The night of 1 September 2009 Allison disappeared in the little town Rosewood. One year later a body was found in the backyard of her house. Her best friends, Hanna, Spencer, Aria and Emily knew she was harassed by a mysterious text messager ‘A’, before her death. During the series it became clear that Allison was buried alive. The girls were devastated, left behind and they became the next victim of the cruel plans of ‘A’. Allison spun a web of lies to disappear from Rosewood to get away from ‘A’, while everyone is thinking that she is dead. Another innocent girl is dead and buried alive, because of Allison’s lies. She has kept lots of information about her life and the life of her friends to stay in control. After all, Allison turns back to Rosewood, thinking that nothing has changed. However, the pretty little liars are falling apart after the comeback of Allison. Everything changed. Their friendship has been put to the test like never before. Not only their friendship is been put to the test, Allison’s story is also put to a test, a lying detector test. How she survived this test is still a miracle. Although, we don’t know everything about it yet, what we do know is that trust is one of the biggest struggles between Allison and the other girls. That is why after the tragic death of Mona, at the season finally, the girls are more motivated than ever to reveal the truth. In their eyes, their only option right now is going to the police. Especially because they don’t tolerate Allison playing with their life’s anymore. The girls want to end the drama and Allison is their number 1 suspect of being ‘A’. This is everything the viewer knows when the season break starts. However, ABC family has something new in store for all the fans. They create a campaign that will give all the fans the opportunity to really experience how it feels to be a pretty little liar in real life. The infamous ‘A’ turns up in real life. The viewers are put on the wrong track. The viewers have to discover who they can trust and who can’t be trust. In the pretty little liar series it is hard to trust the police because of the smart maneuvers of A. Furthermore the viewers presume that A is working against ABC Family. But ABC Family made this campaign and made up the real world ‘A’. This is something the viewers will never get to know. Although they do get to know that there is no missing girl and ‘A’ is once again smarter than the rest of us. Eventually they will think that A has put everything in scene.

3.3 SYNOPSIS Movie theatre experience The Halloween special of Pretty Little Liars will be launched soon and ABC Family is encouraging all the fans to go watch the episode in all the selected movie theatres in the U.S. On the 21th of october, fans of the show gathered to watch the Halloween special in one of the movie theatres. The episode is as always full of surprises. However, there is no time to discuss what happened, because at the end of the show people in black hoodies come running into the movie theatre. There is a spotlight going around and on the movie screen you can see the faces of the audience. A text appears on the screen with the sentence: We have got some new pretty little lies. Do you have a guilty conscience? Suddenly, all of the mobile phones go off and everybody receives a text; I’ve got some pretty little lies about you, watch your back -A. One minute later, there is a second text: Go to www.facebook.com/you-are-a-pll to find out more about your lies -A. Knowing the pretty little liar audience, they will be excited, but most of all confused and full of questions about the situation.

Girls gets missing When all the audience has left the theatre, one of the ABC family crews receives a text: “nice show but if you had watched your back, you didn’t have to watch this video - A” and attached to the text there is a video which shows how a girl is taken out of the audience by a person in a black hoodie. The crew is shocked. ‘A’ is messing with the real world as well. The crew decides to watch all the footage of the event to collect more information before they take further actions. The crew wants to keep this situation as low profile as possible until there is more information.

Join the ‘A’ game on the Facebook community Meanwhile, the movie theatre audience got dared by ‘A’ to go to the Facebook Page. ‘A’ dares the members to join the ‘A’ game by the message: Are you ready to play the ‘A’ game? When you join the game, there is no turning back. During the ‘A’ game you get caught up in new lies revealed by ‘A’, you get new information and clues to find out what ‘A’ is hunting this time. However, the community officially belongs to ABC Family, ‘A’ is not the only one posting messages on the community. The Pretty Little Liar characters will give you advice about how to handle this situation. Together with them, and all the other community members, the ‘A’-Game is ON!

Media finds out about missing girl and links it to the pretty little liars movie experience All of a sudden messages appear in the media about a girl that went missing on the 21th of October. The ABC Family crew decides to go to the police with the video they received from A. Unfortunately, ‘A’ already tipt the media and the speculations about the similarities between both situations have started.

Detective Tanner and her lying detector are put on the missing girl case As a specialist in the pretty little liar case, detective Tanner is asked to help out the police with her knowledge about the pretty little liars and her skills with the lying detector. It won’t take long until she finds out about all the pretty little lies of the movie theatre audience. She and her lying detector aren't afraid of anything and she is definitely motivated to find out about all the secrets. With the pressure of the media getting bigger, detective tanner will do the best she can to help the police force to get to the bottom of this case.

Play the ‘A’ Game In the meantime, the Facebook community is blowing up with all kinds of questions and speculations. All the members are really involved and determined to get to the bottom of this. Especially when they receive another text message from ‘A’. The message says: Don’t start digging up nasty secrets -A. This is where the ‘A’ Game really starts. It will be a challenge for the players to stay sceptical and keep questioning whether the messages they receive are reliable or not. Secret messages appear from ‘A’ in the news, the papers, on schools, walls, public transfer, public screens and laptops, everywhere. The players have to pay attention to everything. These messages contain sentences like: ‘Can you see when someone’s lying?’, ‘How important are your lies? Are they worth a life?’ Messages can also contain hints and new information about the missing girl. However, not only written messages appear. The ‘A’ game took over public screens and passing people will be shown on the screen with a lying detector line. The lying detector will go off when a player of the game appears in the area. After the alarm, a message of detective Tanner will show up: ‘Are you watching your back? I am!’ Detective Tanner is also determined to get to the bottom of this, but the question is, whose side is she on?

Players of the ‘A’ game find out who the missing girl is The players of the ‘A’ game get caught up in all the messages, information, lies and speculations. They get dragged from offline to online messages, and the other way around again. However, they are closer than ever to find out the truth. With the latest tips from detective Tanner and the pretty little liars, the players revealed some really big new information. It appears that they have information about the whereabouts of the missing girl. A small group of fanatic players gathers to go to the location where the girl should be. With GPS functions they arrive at the location. There is a small shed, and just at the moment the players want to open the door, they receive a text: Did you really think you were smarter than me? - A. The shed was empty except for a message from ‘A’: ‘the only one who is missing, is me A’. The players find out that missing girl was a set up by ‘A’. There is no information about the location of ‘A’ at this moment. If you want to find out more about ‘A’s whereabouts, you have to watch the new pretty little liars season.

3.4 PLOT POINTS Plot Points is a numbered list with how the elements of the story are launched. It makes clear when the audience see the sequence of events during the story. Chronological plot points: 1. Movie theatre experience 2. Girls gets missing 3. Join the ‘A’ game on the Facebook community 4. Media finds out about missing girl and links it to the pretty little liars movie experience 5. Detective tanner and her lying detector are put on the missing girl case 6. Play the ‘A’ game 7. Players of the ‘A’ game find out who the missing girl is 8. Start new episodes Pretty Little Liars Plot points Transmedia story: 1. Movie theatre experience 3. Join the ‘A’ game on the Facebook community 4. Media finds out about missing girl and links it to the pretty little liars movie experience 2. Girl gets missing (flashback video) 5. Detective tanner and her lying detector are put on the missing girl case 6. Play the ‘A’ game 7. Players of the ‘A’ game find out who the missing girl is 8. Start new episodes Pretty Little Liars

3.5 CHARACTERIZATION AND ATTITUDE 3.5.1 ‘A’ ‘A’ is a mysterious person in the series, who is obsessed by the lies and secrets of the Allison, Hanna, Emily, Spencer and Aria. Nobody knows who he or she is and what the motives are. ‘A’ is cruel and has many helpers to do the dirty work, which is called the ‘A’ team. ‘A’ has no pity for the girls. ‘A’ has a plan for every situation and there’s no way to escape from ‘A’. (Mittel J, 2014) ‘A’ is the most important personage of the campaign. She is always one step ahead of the fans and viewers. ‘A’ gives reliable and unreliable hints on the Facebook community. Besides, she is the missing girl from the movie theatre. She is the red line through the story. 3.5.2 Allison DiLaurentis Allison is the queen bee of the four prettiest girls in town, Hanna, Spencer, Aria and Emily. It’s Allison’s gift to make others feel special and care about her closest friends. Allison is a very beautiful and attractive girl, with curly blond hair, blue eyes and her fashionable clothes. Allison seemed to have the perfect life. The opposite is true, because her jealousy and need for power cause her to act cruel and selfish. Besides that, she is manipulative, secretive, devilish and easily threatened by people who intimidate her. Especially the mysterious text-messenger named ‘A’ has a grip on her. (Mittel J, 2014) Her part in the campaign is to give advice at the Facebook community. However, it is possible that she is ‘A’. 3.5.3 Spencer Hastings Spencer is extremely intelligent girl with an athletic figure from playing hockey and tennis. She has long medium brown hair worn in waves, thin lips and dark eyes. She is overachieving with her many jobs, internships, after school clubs, charity work and sports. Spencer’s family is strict and very demanding. The reason why Spencer is overachieving is because she want the approval of her parents. Besides, her sister Melissa is outshining her in almost everything. Furthermore, Spencer is close friends with Aria, Hanna, Allison and Emily. Spencer can be bossy, when she is trying to protect her friends. She is the only one who isn’t afraid to go against Allison and her lies. (Mittel J, 2014) Spencer gives advice on the Facebook community and is part of the ‘A’ game. 3.5.4 Hanna Marin ´Hefty Hanna´ is the nickname of Hanna, because she used to be overweight. Over the summer she was thin and popular with her golden blond hair worn in waves and blue eyes. Although, she still has the ´hefty Hanna´ in mind. However, the new queen bee was born. Hanna is the sweetest and generous one of the group with her innocent and playful character. She trusts people easily and is very impulsive, which brought her into many troubles, but with her strong personality she gets through every difficult period. (Mittel J, 2014) Hanna gives advice on the Facebook community and is part of the ‘A’ game.

3.5.5 Aria Montgomery Artsy, alternative, kind, caring and protective are the characteristics of Aria Montgomery. She is one of Alisson´s friend group prior to the disappearing of Allison. Aria has dark wavy hair with pink hair streaks now and then. She is the shortest of her friends with approximately at 5´2 ft, and has round hazel eyes and plump lips. Furthermore, Aria met her future English teacher Ezra Fits in a bar and fell in love, which led to an on-again off-again relationship. ‘A’ makes it very hard to have a normal relationship. (Mittel J, 2014) Aria gives advice on the Facebook community and is part of the ‘A’ game. 3.5.6 Emily Fields Emily has dark brown hair which is usually worn down, a charming smile and dark eyes. She has an athletic body and is the star of Rosewood’s swim team, with her strong talent of swimming. Besides, she is sweet and loyal, wears the simplest clothes and minimal make-up. She is always around for friend and does everything to protect them from ‘A’. It made her strong, when she told her parents and friends that she was gay. (Mittel J, 2014) Emily gives advice on the Facebook community and is part of the ‘A’ game. 3.5.7 Linda Tanner Linda Tanner is state police lieutenant, with brown eyes and curly hair, working with state investigator Gabriel Holbrook in Rosewood. She is driven to find out the truth about the connection between the girls and the recent deaths. She is mysterious and there is no way you can see what she thinks. She scares people with her questions. At the other hand, she wants to give a safe feeling due to the several unrevealed secrets. It’s hard for her to get the trust of the pretty little liars. Linda is sure that the girls know more about the recent deaths and everything that’s going on. (Mittel J, 2014) Detective Tanner needs to solve the case about the missing girl, in the campaign. It’s her job to reveal all the secrets of the fans and viewers to eventually find the missing girl. With her lying detector she will go to the bottom of this case. 3.5.8 The ABC Crew The ABC crew is consists of eight employees who arrange the Halloween special in the movie theatres. They are also the brain behind the Facebook community. They are specialists in their job and don’t expected any obstacles during the show. Besides, they are colleagues for over ten years and know the ins and outs of the job. Even though, they aren’t prepared for ‘A’ at all, but A is coming. ABC Family organized and arranged the campaign. It’s their job that the campaign stick to the script and the plot points to reach the predefined objectives.

3.6 USER CENTRIC SCENARIO The viewers of Pretty Little Liars are within the age 18 to 34. Hereby, two hypothetical and individual users of the campaign. The purpose is to show typical users of the multiplatform. Lisa Drouwen Lisa (20) lives temporary in New York due to an internship at a theatre. She has to travel with public transport to her internship every day. After five months she will return to her home in California, to live with her parents. Family is very important to her. Lisa is motivated and serious about school, because she is curious and wants to learn. On the other hand, she likes to laugh and go out with her four best friends. A small group, who tells each other everything. She has a lovely boyfriend named Roy. In her spare time she loves to socialize on Facebook or watch her favourite series Pretty Little Liars with her friends. Due to the curiosity, Lisa definitely will like the campaign. She was immediately enthusiastic when she heard about the Halloween special at several movie theatres, and flabbergasted when the people in black hoodies filled the theatre, and the messages from ‘A’ appeared. She shared her experiences and pictures of the evening on Facebook and she immediately joined the ‘A’ game. The moment when she heard about the missing girls she and her friends were driven to find the poor little girl. They shared their thoughts about ‘A’ and the missing girl on the Facebook community.

Susan Kluivert Susan (31) has two beautiful children named Bas and Yara, Thomas is her husband. Reading the paper is the first thing she does in the morning. She works part time as a nurse at a hospital in Ohio. Susan does the household. Jogging three times a week is her hobby, which makes her very sportive. Furthermore, she is a lovely mother and wife, spontaneous and outgoing. Every week she visits her parents to catch up. Friday is Susan’s day, one day that she doesn’t have to do anything. It’s her Pretty Little Liars days. Moreover, she loves movies and goes to the movie theatre once a week. The most fun part about movies and series is when you get stuck into the movie. Just a moment when she escapes from every day’s life. First of all, Susan was extremely pleased that she could see the Pretty Liars Halloween Special in a movie theatre. Normally, she won’t play games, but that changed when she heard about the missing girl. Her mother feelings made sure that she cared, felt involved and was worried about the girl. She used the Facebook community to help others and stay informed about the girl. Eventually, she could have known that it was just a prank of ‘A’, which made her even more curious about the next season.

CHAPTER 4: DESIGN 4.1 MULTI-PLATFORM FORM The services that we offer during our campaign is that the users of the campaign can visit all our channels via multiple on- and offline platforms. The platforms we use are mobile (smart) phone, tablet, laptop, computer, television, papers, public places and public screens. Some channels can be viewed via more platforms, others only by one. In subchapter 4.3 there is an overview of the channels that can be viewed via platforms. Mobile (smart) phone. Because of the connection with the series this platform will be used for sending text messages to the target audience. However people nowadays cannot live a day without their smartphones. That is why we could also use this platform for more channels. If the users have internet on their phone, they could use all the online channels and with GPS they could use the location based services. Tablet Many households have at least one tablet in their possession. The Tablet could be used as a portable medium to view and participate on all the online channels and the location based services. Laptop/computer A laptop or computer can be used to view and participate on all the online channels. A laptop or computer will most of the times get used in a home, work or school situation. Television Every household within the target audience has at least one television. Via this television the Pretty Little Liars series can be watched. There will be commercials about the campaign on the ABC Family channel. Furthermore all the news broadcastings within the U.S. could pay attention to the campaign. Paper Local, regional, national, school and public transfer papers could all pay attention to the campaign. Furthermore there will be secret messages of ‘A’ in the newspapers. Public places There are multiple public places that will be used as a platform during the campaign. The most important public place is the movie theatre, where the viewers see the Halloween special and the campaign starts. Other public places where the target group often is, are public transport, schools and shopping areas. The target group could receive messages at those places. Public screens Public screens will show messages from ‘A’ and detective tanner. There can appear messages, hints, tips or assignments on the screen. These screens will be located at public places.

4.2 RULES OF ENGAGEMENT The multiple mediums used in the campaign are lean in or lean back, which depends on the medium. All medium are well chosen and fits with the target group. Hereby, the described mediums looked at several aspects such as engagement, privacy of data, interaction etc. Facebook Facebook is the most important medium of the campaign. It’s interactive and lean in, which will encourage the fans to play along. Nowadays, almost everyone has Facebook already. This means that it isn’t a big step to play the ‘A’ game, because they don’t have to fill in personal information. However, when they play along, there is a possibility for ABC Family to collect data about the fans and users. Most users won’t be aware of this. At the Facebook community, users can discuss, speculate and share content. Receive hints, tips, assignments and secret information for the ‘A-Game’. They will be pulled into the story, due to the constantly receiving content at the Facebook community. This leads to a high-level of engagement. Besides, there will appear video’s about the Movie Theatre Experience and the missing girl on the Facebook pages of the Pretty Little Liars and at the Facebook community. These video are a lean back medium, but there will be assignments about the videos on the Facebook community, which makes it eventually interactive. YouTube YouTube is a lean back medium, which will show the video of the Movie Theatre Experience and the missing girl. It’s an extra media, besides Facebook, to reach the target group and share the content. It’s not interactive, but it will lead to the interactive Facebook community. Moreover, it isn’t necessary to login with an account, which makes it easy to watch. Television Subchapter 4.1 makes clear that television will be used for commercials, news items and for the new episodes of Pretty Little Liars. The commercials are lean back and just to inform possible users about the Halloween special. On the other hand, they are lean in as well, because the purpose of the commercials is to convince viewers to buy tickets for the movie theatre. Hopefully, it will convince them to go the Halloween special and then to the interactive Facebook community. The news items will encourage users to help each other to find the missing girl. The news item itself is lean back, but the step to participate the game is lean in. Moreover, the search for hints and messages from ‘A’ are lean in as well. The new episodes on ABC Family are lean back as well. This is the end of the campaign. That moment we already know if we reached the predefined objectives.

Paper The paper with messages from ‘A’ are interactive and lean in, because the users have to search for the hints at the paper. They actually need to find the right papers and messages and share it on the Facebook community. Smartphone. With RFID and GPS it’s possible to send text messages from ‘A’ to the phones of the users. These messages are lean back, but make them curious about what’s happening. This will hopefully lead them to or back to the interactive Facebook community. Moreover, most users filled in their telephone numbers to receive the tickets of the Halloween special. It’s possible that users think it’s an invasion on their privacy. On the other hand, it makes it personal, real and it will encourage them to do something about, for instance, the missing girl. Public places An important public place is the Movie Theatre Experience, which will be a lean back media. However, it’s the first moment when most possible users get in touch with the campaign and link to the Facebook community. Beforehand, they filled in personal information to receive the tickets. These will be used later on the evening for the text messages from ‘A’. The visitors won’t be suspicious about filling in their personal information, because it’s not that strange when you make a reservation for tickets.. Hopefully, people feel engaged and shocked about the unexpected events during the Halloween special at the movie theatre. The several public places used by ‘A’ to share messages are lean in. The users are actually needs to search for the messages. Hopefully, they will go to certain places such as the location of the missing girl. When users call ABC Family with questions about the campaign, they will answer vaguely. Eventually users think that ‘A’ is against ABC Family to, due to the events at the Movie theatre experience.

4.3 PLATFORMS AND CHANNELS Channels or services including content that will be used on all the different platforms. Platform

Channels and services

Content

Mobile (smart)phone

→ Text message

Messages from ‘A’

Smartphone Tablet

→ GPS location based services

Clues during the ‘A’-Game

Smartphone Tablet Laptop Computer

→ Facebook community

Members can discuss, speculate and share content. Receive hints, tips, assignments and secret information for the ‘A-Game’ ____________________________ Videos of news items, movie theatre and about the missing girl. ____________________________

______________________________ → YouTube ______________________________ → Online articles of different papers

News about missing girl + messages around ‘A’-Game

→ Broadcastings on different television channels ______________________________

News about missing girl + messages around ‘A’-Game ____________________________

→ ABC Family channel

Promoting Movie theatre

Paper

→ Articles in different papers

News about missing girl + messages around ‘A’-Game

Public places Public screens

→ Screen messages → Facebook facial recognition → GPS location based services

Messages around the ‘A’-Game and interaction via a combination between screens and channels.

Public places

→ Movie theatre

Movie theatre experience, special Halloween pretty little liar episode

Television

4.4 SERVICE BUILD OVERVIEW Channel details Text message All the visitors of the movie theatre experience have to give their mobile phone number to receive a ticket. Via this mobile phone number the visitors receive a text during the movie theatre experience. This text is signed by ‘A’. During the full transmedia storytelling campaign the target audience can receive text messages on their mobile phone from ‘A’. Create: mass text service with all the phone numbers of visitors of the movie theatre experience. Facebook community The ‘you are a pll’ Facebook page is made by ABC Family and serves as an online community. On this community there is room where fans can discuss, speculate and share content about their thoughts and experiences with Pretty Little Liars. There are photos, videos and facts about the show and the members can also interact with the pretty little liars characters and the ABC Family crew. However, after the movie theatre experience, the community gets now and then taken over by ‘A’. This means messages from ‘A’, ABC Family, the pretty little liars characters and the members of the community can appear. All these messages together form the ‘A’-game that will be played by fanatic members of the community. Via all the different channels of the transmedia storytelling campaign the player of the game get hints, tips, assignments and secret information and the Facebook community is the place where all of this comes together. Every other platform will be linked to the Facebook community. Because the target group is already active on Facebook it is an obvious choice to build the community via Facebook. Create: Facebook community with ABC Family crew members, Pretty Little Liars characters, detective Tanner, ‘A’ and as much people of our target audience as possible. Furthermore create content among missing girl and messages for ‘A’-Game. YouTube YouTube will be used to share videos of news items, movie theatre experience and about the missing girl on the Facebook community. Target audience will get in contact with the YouTube via the Facebook page. Or via YouTube itself, because it is a channel that the target group uses nowadays. Create: Public YouTube account (Online) articles of different papers The story will be more real, if the target group will be reached by offline communication. The biggest part of the target group still studies. ´A´ placed messages in school papers and free papers in public transport. These messages will reach the target group at and around school and work. Moreover, there will also be messages from ‘A’ in other daily papers. The full target audience can be reached this way. Messages in these papers could contain content like hints, tips, assignments and secret information from ‘A’ and detective Tanner. These messages will help the members of the community to play the ‘A’Game. The papers can be viewed online and offline. Create: Content among missing girl and messages for ‘A’-Game that will get shared by media.

Broadcastings on different television channels Via the Television channel the target audience will receive information about the missing girl case. The target group watches television, so a news item about the show will attract their attention and reach the target group. Create: Content among missing girl and messages for ‘A’-Game. Next to the general TV channels, The ABC Family channel will have their own part in the campaign. ABC family will broadcast commercials to encourage about the Halloween special in several movie theatre. Fans watch Pretty Little Liars on ABC Family and will see the advertisement as well. Eventually, after four months, the new season of Pretty Little Liars starts on ABC Family. After the campaign, fans will hopefully be curious about the new season. Create: TV commercial to promote movie theatre experience and the ticket sale of it. Screen messages Via public screens there can be shown hints, tips, assignments and secret information for the ‘A-Game’ Create: Licence and access to use public screens. Design and content of messages Facebook facial recognition software. This software can be used via a special camera which can be connected to public screens. It creates a more interactive use of public screens. This software can recognise the faces of the members of the community. With this software the area around the public screens can be detected on players of the ‘A’ Game. An example of the cooperation between these channels is as follows: On the screen you can see the line of a lying detector. When a player of the ‘A’ Game enters the area of the screen, the lying detector alarm will go of. A message of detective Tanner appears: ‘Are you watching your back? I am!’. With these kinds of messages the players of the ‘A’-Game get triggered to keep continuing the game. The reactions on the public screens will get filmed and posted on the Facebook community. Create: Licence and access to use public screens. License and access to Facebook facial recognition software. Design of messages shown on the public screens. GPS location based service This service can also be used as a support for the public screens. However the GPS location system will mostly get used during assignments of the ‘A’-Game. The players will get lead to clues on different public places via the GPS system on their smartphone or tablet. Create: Licence and access to use public screens. Licence and cooperation with gps location based service to add new locations. Design of messages shown on the public screens. Movie theatre experience The services of a movie theatre will be used as a channel to show the special Halloween episode to the Fans of the Pretty Little Liars series. The target group is already fan of Pretty Little Liars and will like the possibility to see the halloween special in a movie theatre. It’s the start of the campaign and the moment when most people will or will not choose to be involved with the campaign. Create: a cooperation with several movie theatres in big cities around the U.S to facilitate the event. The special Halloween episode should be present at all the theatres at the date of the event.

4.5 USER JOURNEY The user journey consists of the journey of the user through the plot points and platforms. Every channel drives the user to another one, which makes it possible to enter the campaign at any time. However, there are multiple routes possible in the campaign. These will be described here. The biggest part of the users will start with the Halloween special at the movie theatres. Afterwards they will hopefully be curious and go to the Facebook community. Perhaps they will see the video of the movie theatre on YouTube or Facebook in the meantime. Fans who missed the movie theatre experience, will see the video on Facebook or YouTube as well. Another possibility, is that the user enters the campaign later. For instance, when there’s an item about the missing girl in the media, the video of the moment the girl was taken, or the lie detector at the train station etc. They are interested and wants to know more. Every means of communication leads eventually to the Facebook community. When the target group choose to play the ‘A’ game, it’s able to assume that they will follow other messages from ‘A’. This because of the chronological content at the Facebook community. Besides, there is the possibility to watch and read everything back. With the ‘A’ game you start at the beginning. They will easily notice messages from ‘A’, because they know the story. They will constantly get in touch with the campaign. Presumably, they won’t see every ‘A’ message, but that isn't necessary. The whereabouts of the missing girl will be clear, at the end of the campaign. The missing girls wasn’t on the location and it was again an idea of ‘A’. All the users of the campaign are involved and curious about the new episodes. Some points in the User Journey are linked with each other due to the connection of the message through several media. These points drives the use to the same channels. The reason why they are linked, is to get a clear picture. ‘Dare to join the ‘A’ game’ is in bold type, because it is an important start point of the ‘A’ game.

4.6 KEY EVENTS This sub-chapter highlights the triggers that will motivate user through the service and/or across platforms, referring to how each fits into the context of the overall narrative. Movie theatre Experience The Halloween special in the movie theatre has an unexpected turn due to the people in black hoodies and the messaged from ‘A’ on the screen and telephones of visitors. Hopefully they will be flabbergasted and triggered to go to the Facebook community. As told before, users can discuss, speculate and share content on the Facebook community. Receive hints, tips, assignments and secret information for the ‘AGame’. The movie theatre experience fits into the context of the overall narrative, due to the real series of Pretty Little Liars. The fans come to see the real Halloween special of Pretty Little Liars, not knowing that they will be targeted by ‘A’. Besides, the girl gets missing during the Halloween special. Girl gets missing Soon after the movie theatre experience, people will know about the missing girl. It’s an extra shock after the unexpected evening at the movie theatre. Most users will feel attached and obligated to find the missing girl. They already feel involved when they visited the Movie theatre experience. If not they will be surprised by this message. The content of the missing girl will all lead to the Facebook community. Mostly, people feel a connection when someone’s missing and are willing to help. That’s the trigger to go to the Facebook community and play the ‘A’ game. In the series Pretty Little Liars, Allison disappeared due to ‘A’. It won’t be unreal when the girl gets missing during the Movie Theatre Experience. This is the trigger of the campaign and fits into the overall narrative perfectly. Online ‘A’ game The ‘A’ game is an online interactive key event, which will encourage users to play along. Most users will be pulled into the story due to the message, hints, assignments and secrets from ‘A’. Hopefully, the content of the Facebook community is the trigger to play further and search for hints at public places and eventually to find the missing girl. The ‘A’ game is an event, which connects every storyline and medium with each other. That’s the reason why it’s an essential part of the overall narrative. Lie detector train station Detective Tanner (from the series PLL) is responsible for the case of Pretty Little Liars. As a specialist in the pretty little liar case, she helps the police with her knowledge about the pretty little liars and her skills with the lying detector. She discovers lies about the users.

This key event takes place at several train stations in America. It creates the possibility for ABC Family to get the attention of a new audience and reach the users. Moreover, The users will get in touch with the campaign during normal day activities, which hopefully remembers them to go to the Facebook community. It’s an extra trigger, which fits in the story, to let people stay involved. Messages ‘A’ During the Campaign there appear messages from ‘A’ on several online and offline media. For instance, papers, train stations, schools, news, All the messages needs to be find and will lead to the Facebook community. The secret messages includes hints about the missing girl. It’s a trigger for users to search further for the missing girl. Furthermore, the users will constantly be targeted by ‘A’. As a result they will also constantly be in touch with the campaign, wherever they go. Location missing girl The final key event is when the users know the location of the missing girl. It’s the end of the campaign and everything from every medium comes together. Several users will go to the location and find the message. There’s no missing girl and everyone felt in the trap of ‘A’. This last event leads to the episodes of the new season. It’s the perfect end of the narrative to trigger the users to watch new episodes.

4.7 TIMELINE

4.8 INTERFACE AND BRANDING Movie theatre Experience

Phone text 1, 2 and 3

Facebook community

Media finds out about missing girl

Detective tanner and lying detector

‘A’ Game. Messages everywhere

Secret messages in papers

Text 4 and 5

Finding out who missing girl is

CHAPTER 5: REVIEW OF THE DEVELOPMENT PROCESS 5.1 PEER-REVIEW FORMS Peer review Advanced Course Brand Storytelling in a digital age Year: 2014-2015 Course: AC Brand Storytelling in the digital age AC Transmedia Storytelling Period: P1/P2/P3/P4

Your name: Lisanne Klaessen Name of our class: COAC4E Student Number: 2184781

Team Name/Brand: Pretty Little Liars

Team members: Michelle Figge & Lisanne Klaessen

Name of project member: Michelle Figge Feedback regarding the quality of deliverables/products Name of deliverables 1. The empathy in the users perspective 2. Knowledge about features of media channels 3. The campaign in general

Give feedback regarding the quality Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding

Please illustrate your feedback with examples Give your team member 3 tips (what could she do better next time) and 3 tops (what did she do well)

1. Tips/Tops: Michelle has a really creative mind and is good in empathising from the userâ&#x20AC;&#x2122;s perspective. However, sometimes it is also important to look at the brands perspective and the reason behind some particular steps in a campaign. 2. Tips/Tops: Start from the beginning with a clear table of content, a clear text format and apa references. This is a small effort that will help you get a clear overview. 3. Tips/Tops: Michelle always delivers products of a high level. She wants to work efficiently and wants to do it good the first time. If there still is any feedback, she could easily change it because of the amount of work she had put in the first time.

Feedback regarding the development-process > working together > discipline in meetings > responsibility for the process > general attitude in the workgroup > internal communication

Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding Passive / Active / Pro-Active / Instigating Fail / Satisfactory / Good / Outstanding

Please illustrate your feedback with examples Give your team member 3 tips (what could she do better next time) and 3 tops (what did she do well)

1. Tips/Tops: It is nice how Michelle made a planning to help us reach our goal in time. There was enough space in the planning so we could both slide a little with the time. 2. Tips/Tops: Michelle and I can be critical to each other in an honest way. This brings our project to a much higher level and makes the collaboration easy. 3. Tips/Tops: Michelle has to be careful to notice all the small details. Because some important parts of the projects where done individually, it sometimes was hard to get all the details the same.

Peer review Advanced Course Brand storytelling in a digital age Year: 2014-2015 Course: AC Brand storytelling in the digital age AC Transmedia Storytelling Period: P1/P2/P3/P4

Your name: Michelle Figge Name of our class: COAC4E Student number: 2183819

Team name/Brand: Pretty Little Liars

Team members: Michelle Figge & Lisanne Klaessen

Name of project member: Lisanne Klaessen Feedback regarding the quality of deliverables/products Name of deliverables 1. The overall narrative 2. The visuals of the campaign 3. The campaign in general

Give feedback regarding the quality Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding Fail / Satisfactory / Good / Outstanding

Please illustrate your feedback with examples

1. Tips/Tops: Lisanne Klaessen is good in designing. The visuals of the campaign looked very good. However, be careful that it won’t take too much time. 2. Tips/Tops: Lisanne Klaessen would be a perfect strategist, because she is controlling the overall view of the report. That everything fits well into each other. 3. Tips/Tops: Lisanne Klaessen is a perfectionist. When we divided the tasks, I knew her part would be thought through and good. This could be a tip too. Don’t be to perfectionistic, because then it’s never good enough in your eyes.

Give your team member 3 tips (what could she do better next time) and 3 tops (what did she do well)

Feedback regarding the development-process > working together > discipline in meetings > responsibility for the process > general attitude in the workgroup > internal communication

Please illustrate your feedback with examples

1. Tips/Tops: Lisanne Klaessen is creative and comes up with a lot of creative ideas during the course, which brings us further in the campaign. For instance the lie detector. A tip is to be more open for other ideas. Sometimes when you have an idea in mind, there’s no room for different ideas. 2. Tips/Tops: Lisanne Klaessen is a hard worker, and isn’t afraid to take the initiative. This makes it easy to work together. 3. Tips/Tops: Lisanne Klaessen has to be careful to stick to the planning. In the beginning we focused too much on defining the chapters, which delayed us in the end.

Give your team member 3 tips (what could she do better next time) and 3 tops (what did she do well)

5.2 LESSON LEARNED Lisanne Klaessen: During this course I have learned a lot. A lot of parts of the course where new and interesting for me. I really liked how I could use a lot of creativity during the lessons and the final document. The fact that we were not limited by a budget gave our creativity the option to develop itself. Everything seemed possible, if you could underpin why it was important for the storytelling campaign. Nevertheless there were also some lessons learned by making mistakes, we constantly had to change small or bigger parts to make the plan fit together. Sometimes I noticed that everything that was in my head, was not on the paper yet. However, I am confident that Michelle and I made a nice transmedia brand storytelling campaign for the first time. I hope to develop another storytelling really soon to keep up the skills that I have developed during this course. Michelle Figge: The power of a story, making an interest plot and using different mediums are aspects that I learned during the course. Due to all new gathered information, it was possible to make our own campaign. However, it was hard to think about every detail and to keep the user interested. Choosing your own subject, makes it fun. Lisanne Klaessen and I are both fans of the series, which made it easier to connect with the target group and to come up with great ideas. During the course, we changed our synopsis and plot points several times, to improve and define our campaign as good as possible. I definitely learned more about transmedia storytelling and I can use it in my further professional carrier. Creating concepts with a story leads to a staged experience, which reach the target group easier. I think personally, that our transmedia storytelling campaign is realistic and could work to reach the predefined objectives. 5.3 ADVICE TO THE LECTURER, FOR FUTURE REFERENCE The lessons of Eefje Op Den Buijs were inspiring and she told with passion, which made it fun to listen. She helped to create ideas during the course. Furthermore, It was helpful to get feedback every week. Another top was that we could work on our campaign during the lessons, which creates possibilities to ask questions. A tip for next time is to make the planning looser. We worked very hard, but it was difficult to stick to the planning. As a result, we didnâ&#x20AC;&#x2122;t get feedback at the end. This could have improved our campaign even more. Furthermore the amount of information in the course literature was great for interactive lessons but sometimes too little to use as basis for a plan. I had to use other sources to make particular parts of the plan. For example, some subchapters had to consist of two until four pages in the plan but only had one sentence of explanation in the course literature. It would be nice to have a book or example with extensive literature.

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GOC (2014). TV branche trends information. Consulted on 15 September 2014, retrieved from GOC: http://www.goc.nl/Film-TV/branche-informatie Mashable (2013). Pretty Little Liars (Buzz). Consulted on 1 October 2014, retrieved from Mashable: http://mashable.com/2012/03/21/pretty-little-liars-buzz/ Mashable (2014) PLL renewed for two more season/ Consulted on 5 October, retrieved from Mashable: http://mashable.com/2014/06/10/pretty-little-liars-renewed-for-two-more-season/ Mashable (2014) Premiere tweets Pretty Little Liars. Consulted on 8 october, retrieved from Mashable: http://mashable.com/2014/06/11/pretty-little-liars-premiere-tweets/ Mittel, J. (2010, December 3). ABC Family. Consulted on 12 September 2014, retrieved from Mediawiki.middlebury.edu: http://mediawiki.middlebury.edu/wiki/FMMC0104/ABC_Family

Storytelling people (2014). Trend storytelling. Consulted on 15 septembre 2014, retrieved from corporate story: http://corporatestory.nl/storytelling/wat-is-storytelling/ S van Rhee (2014) Zes teen choice awards. Consulted on 4 October, retrieved from Serievisie: http://www.serievisie.nl/pll-wint-zes-teen-choice-awards/

Wikipedia. (2014) Pretty Litte Liars (TV Series). Consulted on 12 September 2014, retrieved from Wikipedia: http://en.wikipedia.org/wiki/Pretty_Little_Liars_(TV_series)