Posts Tagged ‘Penguin’
7th June 13
Author: Nick Fell, Strategy Director
Last week we launched the Storytime Hangout app for Google+. Built in collaboration with Penguin, it allows families to share the story of Three Billy Goats Gruff over a hangout, whether they’re at home or away from one and other. Not only that but everyone participating can become characters in the story with masks overlayed onto their faces.
It’s early days but the app seems to have caught people’s imaginations and we’re excited about the potential to adapt further stories to be read in this way.
The project was driven forward with unwavering determination by a team of people at BBH and Penguin. We’ve also had great support from the team at Google.
We wanted to share with you our experiences of developing the app and highlight three things we’ve learned along the way.
1. Proactive projects require a laser-focus
We developed Storytime Hangout without an official brief. A small group of us at BBH had been discussing the massive potential of Google+ Hangouts to bring people closer together in some new and interesting ways. We were all passionate enough about the opportunity to spend some of our own time exploring ideas that would augment the experience of a Hangout even further. Storytime Hangout was the best idea of a long list. Proactively developing, building and launching an app in the spare moments in our days has been even more challenging than we expected. We’ve learned the hard way that to succeed means getting behind one idea early and be ruthless with the feature set.
2. Insight before tech
With such a wealth of technology at one’s disposal, it’s never been easier to create and launch an idea. The trap is to build something just because you can. What makes one experience more successful than another still comes down to an understanding of people; their hopes, dreams and behaviour. In our own experiences and in talking to other parents, it was clear that story time was one of the most enjoyable and important moments a parent can share with their children. The problem was that distance and other distractions often got in the way. It’s early days, but we’re hoping that a focus on problem-solving and not tech experimentation alone will encourage people to keep coming back to the app on Google+.
3. Stick by your principles
Technology is transforming publishing. Books are being bought and read in new ways and publishers have to adapt to how they market and distribute their intellectual property. Children’s literature is a particularly dynamic industry. Parents now have access to a wealth of content, apps and games to keep the kids entertained, much of which gay porno is freely available on the web. In adapting a children’s story for consumption online we wanted to ensure that we promoted the magic of storytelling. This informed our entire approach to developing the app. Words are central to the experience and we have tried to use technology in a way that augments, not distracts from, the reading of the book.
30th July 09
“There are always at least two ways to tell a story”
Launched last month under their Puffin label, We Make Stories is the latest in a long line of digital publishing innovations masterminded by Jeremy Ettinghausen (@jeremyet), Penguin’s Digital Publisher. This is the second piece we’ve done in recent months looking at the publishing industry as a whole. Back in May we wrote about the transformational change going on at TMG in the UK (also check out the ever brilliant Nieman Lab for a far deeper examination of journalism in this respect). Why are we so interested in what’s going on here? In short, we’re witnessing a radical re-shaping of an industry we believe we can learn a lot from. An industry which – aside from its sheer cultural importance in the first place – has been experimenting with new creative & organisational solutions for some time now.
The launch of the new service from Penguin was a good excuse to catch up with Jeremy and find out what he’s learned from this and other past projects, as well as ask him to share his thoughts on the future of digital publishing, the struggle to monetise content & services online, the impact of the web on storytelling and finally, what role he sees for brands in this space. So just a couple of meaty topics then…