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The Bedroom Museum Transmedia Production Bible

Adriana Sandu, Andra Rotaru, Raiko Suits May 2014


Contents TREATMENT

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FUNCTIONAL GUIDELINES

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DESIGN GUIDELINES

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TECHNOLOGY GUIDELINES

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BUSINESS & MARKETING

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Chapter 1. Treatment

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Become part of history by sharing the story of your objects.

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Back story and context The BEDROOM MUSEUM project has two main approaches: one designed for the memory institutions (libraries, archives, museums, sites & monument records, etc.) and one for an individual experience. If someone visits a museum, the main attraction are the artefacts exhibited there, but the stories behind them are not always accessible for the large audience. In the same time, museums tend to have this dilemma, whether they should invest time and financial resources for preserving and exhibit old artifacts or for collecting and exhibiting new artifacts and stories. Financial resources are also spent for creating large database of digital information, without any planning regarding public interaction and participation. The BEDROOM MUSEUM project tries to offer memory institutions alternatives for offering the best experience for their public. In this context we could talk about our virtual space as a heterotopia (term used by Foucault, describing the dialectic between place as physical place and place as a socially constructed place). The online platform provides the environment, designed as close as an alternative reality, where people that share same empathy for artifacts from present and history, could easily be transformed into a community. We should mention here the BAR CODE project, produced by Arte and the NFB, that also had as main characters objects and their stories exhibited in online environment. Other attempt that has the aim to use technology for enhancing visitor interaction with environs, exhibitions, and other visitors in the museum is the SHAPE project. The concept of augmented archeology will be implemented in the ‘Living Exhibitions’ from some museums across Europe, (currently The Technical Museum - Stockholm, Nottingham Castle Museum - Nottingham, and The Hunt Museum- Limerick). 5


From the point of view of individual experience, BEDROOM MUSEUM project is an invitation for exploration of personal objects, connected with the intimacy of the bedroom. Most of us have objects, personal belongings that we hold very dear. These objects are valued not only because their commercial value, but because of their “aura” (term used by Walter Benjamin - The Work of Art in the Age of Mechanical Reproduction). The story of the birth of an object is related with the factory line, storage place, then to store. This story might be common to millions of objects. What makes an object unique is the story after it finds its owner. It is impossible for two objects to have same story after they have found their owner. They become unique, living different lives. Our museum – The Bedroom museum – invites audience to explore the stories of their objects and to share them, in order to became part of history. One of the purposes, as mentioned before, is to preserve our contemporary history. People have made tools, weapons, toys, jewelry through all of history. Nowadays the stories of these objects have mostly been destroyed by humans or by time. We can make tests and find out these objects age, measurements, color, shape, how it was used. What we never learn is that, who used them. Who was last owner of a found rusty dagger or for whom was composed a beautiful pottery? Were they made as a gifts or as practical objects. These stories are forgotten forever. Our bedroom museum wants to personalize history. Our personal objects. Because some objects might live a lot longer than us and it would be nice if future would still remember us.

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Synopsis The center of the story world is Bedroom Museum as a concept. This concept unfolds on four different platforms. The tentpole, that gathers all information and stories, is the online platform, that has two main components: virtual gallery of objects and the game. The second extension is the real museum as a special public space where objects and their best stories selected from the online platform are exhibited. The innovative component of this project is the scanning installation as the third extension that will be displayed and use by visitors of National Museums. The online interactive documentary is the fourth platform that helps the audience explore better the theme of the project through the eyes of intriguing characters and their stories. The objects tell the stories of the characters. In the real museum the exhibits are objects that people have selected according to the value they carry through a personal story. All the objects and interior elements are collected from people who agree to donate them. Therefore, the museum becomes the place where stories are most important experience. Without stories and their owners, objects are just simple artefacts that only provide technical information. In order to connect all the stories of objects from the Bedroom Museum, each object has a QR code attached to it. Museum visitors can scan it using their mobile phones and discover the stories right away which are text and audio based. People can move from object to object, scan it and explore its previous life process. Bedroom museum takes the meaning of a socializing space for its visitors. It becomes a lounge where you order a coffee or a beer, something to eat and have a chat while sitting at a table. People have, therefore, the opportunity to read stories that are already in the museum, but also to hear your stories through a real time con-

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versation and tell their own. Bedroom museum becomes, as well, a strong networking resource, whether it is about making new friends or find good business contacts. We encourage people to create a community based on their interest for objects’ history. The bigger the members’ groups are, the more advantages they get like discount from museum’s bar. The immersion into world of stories continues online where you can extend your facebook contacts and get bigger discounts. Moreover, bedroom museum has also an educational value. It is designed to be an inspirational environment where people can pitch projects’ ideas and get immediate feedback from the audience. As a space supporting creativity and collaborative projects, bedroom museum is a place where people come to work, to brainstorm, to bring inspiration for each other by valuing stories as a vital resource in their life. Students, teachers, historians, photographers, journalists are just examples of people who can gather together and learn from each other in a non-formal context such as workshops. Bedroom Museum is the front door of a deeper experience which reveals a virtual journey through history. It is an online museum that can be perceived as social media for stories. Users can search for stories of objects, read them, review them, evaluate and comment them. Users become content creators which transforms the online museum into a large database for objects and stories.

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Game In 2050, instead of devices, people use chips in their brains to access “Life”. Life is all connecting online forum where everyone can establish connection to everything and to everyone by only thinking about it. It is not just a way to send messages as we imagine it today. These messages come straight from your nerve system. People can exchange emotions, feelings, affections. Even more, you can “download” them. There are large databases for it. You want to feel like you accomplished something big after being useless the whole day? Download the feeling. It feels the same. In the world of Internet 2.0, connection never drops, but it does in 2050 on 28th May when a geomagnetic storm destroys “life”. 20 years have passed since technology was first introduced to a larger audience and since then people have used verbal communication increasingly less. World has the entire generation of people who actually never learned how to speak in real life. Public speaking was that annoying subject in school that students had to pass. Because of the ability of sharing feelings and emotions, personality convergence has taken place. People understand each other much better because the communication filter - the speech - is not used anymore. If person A thinks something and tries to express this thought in speech, he already has to pass one filter. As a thought is put into speech, original idea already changes. Second filter is what spoken words experience when person B decodes what person A said. Meanings can be completely different as a result. People needed more efficient way for communication and that is the reason why this system was invented. 9


Despite the illusion that the system helps people to understand each other very well, it actually affects their mind. That lead to the moment when people started to act alike, when even their personalities started to converge. The fact that people lost access to “life” generated panic, despair, horror. Lots of them commit suicide because of the feeling that your main sense is taken away while you never have learned to use other senses. Hearing and speech have been underdeveloped, younger generation knows only few words now. Some people do not lose the link that connected them to everything, instead it is transferred to year 2015, present time, through internet to some “special” person’s e-mail box. These messages can be e-mails, videos, images or audio files. This “special” person is the user, who previously has uploaded an objects and his story to online museum. This is entry point for the game. Stories and objects that people share in online museum become a part of the game where the future world from 2050 is shown. Moreover, the online experience has the purpose to emphasize the impact of our present actions have for what comes next in life. Users who have shared their story is contacted by a character from the future. A mysterious person who describes the future world tells to the user that people became too dependent on technology and, at one point, it will not work anymore. What future person needs is information from different periods of past time. For an unknown reason, the character from future can be in touch only with the user. As game continues, user starts to understand that he is actually communicating with his future self, this is why the Internet connection is possible only to him in present time.

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The user receives different assignments from the character from the future, from an easier task to a much more complicated one. The central mission of users is to make research about history. Some assignments can be solved via Internet, for others they have to visit different museums, to search information from archives. More than this, the game is a way for users to interact with other players and explore the storyworld together. Quests are harder or easier, but rewards are also attractive when completing a task. User has to choose an assignment, search for the solution and present it to future person. User needs to see if the information provided was useful or not, if it was right or wrong and how and at what scale it has affected future. Did it help the guy from future or damaged the world somehow? The time spent for each challenge counts. The one who completes them all receives different rewards like free entrance to museums, tickets for cinema and theater or other discounts for some products of the project’s partners. During the game, the communication between the player and future guy happens via e-mail, video messages, pictures and audio files. The trick is that if you give the wrong information, this person from the future might get killed. If he is dead, you are out of the game. To get back in, you need to write another story and upload object’s picture to online museum.

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Interactive Documentary Film Theme: exploring social differences through objects that people value the most from their bedroom The interactive documentary film explores the amazing story world of objects from bedrooms. As an interface users will explore an interactive map of objects and stories. For our documentary trailer we used a curtain made from cardboard. But of course it’s a special curtain owned by an interesting italian guy named Domenico. In the last three years all people that entered his room left him a visual memory on this cardboard, so now he has almost one hundred messages from friends all around the world written on the curtain from his bedroom. But what will happen with this curtain when he will move away? Will it be thrown away and someone else will find it and continue the story? Objects that aren’t needed anymore are thrown away by people. Their story and function are lost and they are almost dead until they are found by children from families that live in the poor communities near landfill and because of them this objects become alive again. They value them like a piece of gold found in the mud. This is a story that repeats itself all over the world in many communities.

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Plot points We launch the project firstly in social media. There will be provided basic information about what we is the experience about, what we plan to do, what is the purpose of it, when and how we are going to do that. The next step is to launch the Online Museum which collects pictures of objects and their stories. From all the objects’ stories people have selected and they want to donate to us, we are going to select the best ones with user’s help and, therefore, decorate the Bedroom Museum gallery. From this point, the experience is naturally connected to the launching event of the Real Exhibition place. What follows is the Game which challenges the player to be part of a highly intensive experience with the help of a character from the future.

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Characterisation and attitude The key character is a mysterious person from the future (year 2050) who found an object the user uploaded it Online Museum. The user is contacted by e-mail through a very personal call to action. The message describes future guy’s situation, what has happened to him and the fact that he needs help to learn something about the past now. The message arrives in user’s e-mail box and it is his decision if he wants to help or not. If he wants to help, he has to answer the calling to see what he can do, to receive more clear instructions. The Game involves mostly going into museums, searching for old stories, putting together pieces like a puzzle picture. If user makes very bad mistake, his future contact dies. Everything is directly connected to the decisions user makes. From the future world user receives e-mails, videos, audio messages. Future guy expects similar things in return. Sometimes this character needs an object to be sent to future. The only way to do that is to upload it to Online Museum and leave instructions about where this object is. The character from the future is actually the user himself. The script is personalised by collecting data from logging in with social networks accounts. The overall attitude is towards learning through a game and personal stories.

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User-centric scenarios Typical user nr 1 is interested in history and stories. He watches history channels, visits museums, likes movies about past times and if he finds out something interesting, makes a research about it to learn more. This person also likes to dream about what will happen into the future. User nr 1 is our perfect user. He is intelligent, wants to try new things and be involved in such a project. We live in times where everything we do lasts only during the time when we are doing it. Philosophers say that we are the generation that leaves nothing into the history. We live in pseudo-modernism era where everything is interactive, flowing. Everything exists only as long as we are doing it and when we stop, it disappears. We leave nothing to future generations. This is the reason type nr 1 user wants to participate. These people want to leave something behind, they like the idea that they can help to preserve our present day for generations to come. They want to become part of the history and the fact that maybe their stories and objects will be researched after 200 years from now. These people like the idea of living forever through their texts, stories and objects. Type nr 1 hears about our project via Internet because he is a modern person who uses different gadgets and is frequent internet user. He takes a look on the Online Museum, reads some stories, becomes more and more interested. He decides to visit Bedroom Museum, he reads some more stories, shares nice moments and starts to like the idea of uploading own story to online platform. The user gets excited when receives a call to action by e-mail and answers to it because he wants to find out how this game goes. User nr 1 becomes frequent Bedroom Museum visitor, takes part of different events and also gives suggestions about how to make

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it better. He is open to get involved and help us. Typical user nr 2 is sentimental type. We catch type nr 2 to become a part of our projects by using the following text: Your childhood’s favorite toy is almost forgotten. Your parents, brother and sister- they will never think about it anymore, although this is all they heard about few decades ago. You are the only one who barely remembers it. It`s just a glimpse of a memory you get when you visit your childhood home, it comes to you, just to be forgotten again. You think about it increasingly less, although it gave you so many good moments. These times have passed, forever. But not forgotten, yet. Preserve your memories in a museum. We want to save the memories of all people and share these memories along with the objects they are tied on with future generation. Upload its picture or scan the object with 3D scanner in our museum, share the story, become timeless online. This user visits the Bedroom Museum, but he mostly likes the online platform. He reads stories, votes and makes reviews and also likes to upload pictures of objects and writes down memories. Type nr 2 does not care about the game part, he only wants to share content. Type nr 3 does not care about other stories and neither about the game, but he will upload things because he feels some kind of guilt for living like he lives. We challenge him to participate with a text similar to the following: Do you remember what it`s like to talk with your great grandparents?

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But your great grandchildren will not. They will never meet you. You are too lazy to have children. You want to study, to travel, to make a career, to live. Once you decide to have children you are a lot older than your parents when they had you. Imagine how old you are when you have your first grandchild. Do you even remember anything of your childhood by that time? Are you still alive? You will never tell a story about anything to them. But they want to know you, who you were as a child. The solution is to tell the story now. Tell it to us and we preserve it for them. Tell your personal stories about objects, how you used them and what has happened to them. Tell us the value of the object. No, we do not care how much you paid for it or how much you would get for it in eBay. We want its true value. Sentimental value – we want the story behind the object. Upload its picture or scan it with 3D scanner in our museum, share the story, become timeless online. Type nr 3 cares about his future family and wants to preserve memory of themselves for the close ones.

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Chapter 2. Functional guidelines

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Multi-platform form From a multiple platform perspective, “Bedroom Museum” project provides different components that sustain the storyworld and enrich the user’s experience: • Community Hub: The Online Museum as a website where people can explore the stories of objects around the world, upload pictures and write the story of their own’s and, therefore, spread the information to other people interested in the topic. We aim to create a physical community hub by engaging people in the events happening the the real exhibition place. • Physical Installation: the scanning installation that will be found in partner museums where people can go, scan their object and get a 3D model of it which can be uploaded on the Online Museum. • Interactive Documentary: a short videos collection about people’s objects which will be found on the project’s website and easily shared on social media. • Game – A serious exploring experience into the history that puts the user into real world contexts such as museums, exhibitions, social events in order to fulfill different tasks received from a character from future times. Moreover, the game contains a moral value which helps the player to understand the impact of his present decision for the future. • Social Media Storytelling: “Bedroom Museum” narrative will be spread through platforms as facebook and YouTube.

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“Bedroom Museum� official website: a central page containing basic information about the project, a short presentation about its components and links to three other separated pages: Interactive Documentary, The Game, Online Museum.

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Rules of engagement From user’s perspective, “Bedroom Museum” transmedia experience is a constantly challenging story that arises from our day by day context. Everyone has at least one object in their bedroom which is valuable through its story. As simple as it may seem, the experience asks a true devotion from those who want to explore the history of objects. In the same time, the multiple extensions that sustain the storyworld are the elements that immerse the user into the project’s challenges from distinctive angles. Basically, the user is challenged to be part of a both real and fictional experience. In order to access it, people need to be open to different conditions that are not necessarily required completely: have a facebook account, follow social media content, go in museums, follow the events in real exhibition space as part of their leisure time options, help the character from the future by providing different types of information accessible in outdoor events, sharing personal stories of meaningful objects, interact with other players and complete a given mission. In this sense, user have to get familiarized with the official website of the project from where they can access The Game, the Online Museum and the Interactive Documentaries. Moreover, they need to have a permanent access to an Internet connection in order to receive the clues during The Game and to be able to distinguish between real life and fictional elements but without underestimating the Game’s seriousness and value. Regarding user’s data privacy, everyones has to be aware of the fact that we don’t make public their phone number, address, email or other information without their consent. But, besides that, each user has to assume the correctness, veracity of the information provided for their personal stories. The content of the project (Interactive Documentary, Online Museum) will be

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carefully selected for avoiding elements of violence, pornography or others that are against the law.

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User journey

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Timelines From a practical production perspective, the “Bedroom Museum” journey follows five main levels: website development, documentary film development, social media contests in order to share the best stories, the building of the real exhibition place and the development of the online game. At a first level, “Bedroom Museum” is promoted through basic information regarding the project’s concept. Moreover, this platform offers to the user access to the other experiences such as Online Museum, Documentary Film and the Game. The website is the main guideline for user’s exploration of the storyworld. After that, Interactive Documentaries will be presented on the website in a separated section which will caught audience’s attention by providing an entertaining way of finding out other people’s stories. Gradually, the users are immersed into the experience by participating in social media contests which have the role to select and promote the best objects’ stories which are voted by a wide audience. Further more, once the users finds out about the project’s concept, other people’s stories and experiencing by his own the power of storytelling through personal objects, he has the opportunity to explore more by going at a real exhibition place of objects and stories and, therefore, becoming more interested in their history. From this perspective, the following stage is the actual development of the online game which is very much linked to the information from the Online Museum and Real Exhibition. This is the moment when the lines between reality and fiction are blurred and user is actively engaged as the main character of the story. 24


Interface and branding “Bedroom Museum” carries a very personal value through its concept. The bedroom is someone’s intimate space for resting and actually getting more energy for the next day. Stories carry an essential value as well. People communicate constantly meanings and emotions, so every communication process is personal and unique. So people’s personal objects they hide in their bedroom are. Therefore, the “Bedroom Museum” brand is built accordingly, to suggest the importance of an inner journey that brings, in the end, a moral value to everyone. Project’s interface is simple, accessible but not simplistic. It helps the user to access intriguing stories, provides many entertaining elements and supports him during the whole experience.

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Chapter 3. Design guidelines

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Design aesthetic The discussion about the design for this project follows the unfolding stories. The design is : • a way to convey site purpose; • attractive for younger audience; • easy to recognize; • dissimilar to existing designs; • not associated with the academic styles. The design will be different for each extension, but the project will keep its unity through colours and fonts used. Although at this point of the project it’s too early to have all the details, we have some overall characteristics. The documentary film style This will be a social documentary with some touching moments, but also with drops of humour. The visual approach will be a dynamic one. Subjective angles of the objects will be used in order to better engage the audience in the story. The atmosphere shots will be still, with a longer duration and large framing. The characters will follow their interaction with objects, “talking with the camera”. Another important element will be some elements of anima-

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tion that will show parts of the object’s life. We will also use the voice over of object that will help the user to better experience its story world. The editing will be more dynamic, in the moments when the original sound from the shot will ask for it, but the editing style will mainly keep the realistic approach of the documentary film. Online platform design While researching other similar projects we have found a similar initiative from the part of the Jewish Community from America, the project called LIVING MUSEUM http://www.livingmuseum.org and, although the idea of the project is the same, the audience and the project purpouse are different. But from a design point of view, for us, this is a not so good example. The design characteristics of the web-platform are clear and presented in a pedagogically / seriously style, aspect that doesn’t make it so appealing from a visual point of view specially for younger audience.

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Our online platform has a simple design style, centered on the 3D models of the objects and their stories. When it comes to the virtual museum, we prefer black and white for texts and background and colours for the 3D models of the objects.

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Graphic design of the game The graphics style for the game will combine photorealism and 3D graphics. Photorealism is a genre of art based on using cameras and photographs to gather visual information, then from that information creating a piece of media that appears photographic. The term is primarily applied to paintings from the United States art movement that began in the late 1960s and early 1970s. We have chosen this style for the game part, combined with 3D modeling (SGI) because we want a realistic look for this experience. The script of the game sustains this kind of visuals, the future world being described as a not so far event in time. The solar storm disables all technology, but it doesn’t affect the architecture of places. 3D modeling will allow us to design “unreal� elements and characters. Players want games with a realistic look because it attracts them and gives them a feeling of similarity with real life. One important visual aspect that we would like to use will be images of abandoned museums. Scanning installation design The design of the scanning installation should be attractive for the public of the museum. We plan to create, in partnership with the museum, a special space that will determine people to scan their objects, to write the stories, but also to experience other stories of the object, using big display monitors.

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Real museum design For the real museum design we will definitely ask professional design consultancy, because we really want this place to be designed as cozy and intimate as possible, using warm colours and soft textures. The bedroom museum should look like that room that someone dreams about.

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Chapter 4. Technology guidelines

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Technology platform vision The platforms we choose to use for this project are physical space and web page. In physical space are Bedroom Museum and places in our partner museums with 3D scanners and computers with online gallery. Web page contains three extensions: online museum, the game and interactive documentary. We use physical space as a platform for Bedroom Museum because we want people to see, hold and use the objects there. All the objects in museum have QR codes attached to them, if a visitor scans the code with mobile device, it directs them to online museum to this object. We use QR code system to make it really easy to access the story. The physical space is important for the overall experience because we want to build a community that does not exist just in the Internet, but also in real world. We want people to meet, to share stories and to enjoy nice and creative environment through many different events we create for them. The other extension in physical space is found in small corners with 3D scanners in our partners’ museums. In these places visitors can learn about our project, explore it and start using it right on the spot. Using 3D scanner, people can make 3D model for online gallery to make it more interesting. These corners are mutually useful for our projects and for these museums. People will learn about our project from these museums and we get more users. Our users see that some 3D models of objects, like some people have, look more interesting than just pictures and they visit our partner museums to scan objects for the online gallery. The webpage is there to promote the whole transmedia experience and to raise awareness about the project. It explains what we do, what is our motivation for it and the outcome. The

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webpage has the archive of past events and announces things what we plan to do. It has two key elements: Online Museum and the Game. If the physical space can hold only limited amount of items, then the Online Museum can collect all objects in the form of image, video or 3D model plus their stories. We want everybody to have an opportunity to build this community and share their belongings and stories. The Online Museum is connected to facebook, so the user can log in there without going through the process of registering and filling out forms. The user has to log in for sharing personal stories, grading and commenting other people’s stories. Logging in is not required, if the user just wants to explore the museum. The game is also described on the webpage. It contains teaser and introduction of the game and also how to get it started. The game is ran by gamemaster who plays the part of online character from future by sending to the user short video messages, e-mail, images, recorded sounds to give information and ask help to solve problems and puzzles. To solve these quests, the user needs to search for answers in real life from museums, city places or from the Internet. The gamemaster follows prepared game scripts to guide the player through the experience, but the scripts can be changed easily according to player’s decisions and this is what makes the game very realistic and interesting for the user.

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System architecture The center of the Bedroom Museum transmedia experience is the webpage which introduces the overall project. From web page, links go to Interactive Documentary, to Online Gallery and to the Game. In the Interactive Documentary, the user can see interesting people speaking about their personal belongings what they have uploaded to the Online Gallery. In the Online Gallery, people can upload pictures, videos or 3D models of their objects and write stories. For the Game, the user keeps exchanging messages with the mysterious guy from the future to receive quests and to complete them. The Bedroom Museum is introduced by the web page as well and it is a place in physical world where real objects with personal stories are used to furnish a room and where people can access easily the stories in Online Gallery using QR codes.

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Chapter 5. Business & marketing

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Motivation Motivation for users The motivation of this project, as previously mentioned, is to engage people into a different experience regarding artefacts. Discovering the stories of the object and not just technical details about them, should be the base for building a community of storytellers, interested in discovering past and present history. By having four different extensions in our project, we target more than one demographic group. The concept of bedroom museum invites the audience to re-evaluate the objects around them, becoming aware by their importance through their stories. The same concept, reported to the museum as a place, functions as a community activator, a pleasant way to spend free time by enjoying other parts of history. The possibility to explore the online gallery of objects and stories through a game (online game combined also with elements from reality) will bring new types of audience in the world of artefacts. Being part of history is an important motivation for users to share their stories and scan their valuable objects using the scanning installation that can be found in the museum. The online interactive documentary deals with the consequences of the objects’ “death”. Motivation for creative team From the creative team’s point view, this project will become a model of good practice for memory institutions, engaging the audience to explore the story world of the objects. The multi-platform approach is designed mainly for engaging the audience, but also for creating a complete transmedia experience. Although the project will start at a small scale, we plan to build a model that could be easily applied to museums all over the world. 39


Economic model This project’s purpose is to finance itself at some point after development, but in the first phase the external funding part is very important. For this purpose, we plan partnerships not only with memory institutions, but also with other famous brands. One of the best partnerships that we could have would be with IKEA. For them, financing for example the development of the scanning installation for museums would bring social responsibility translated in image capital. The financing model means financing small components of the project in order to have a complete experience in the end. Applying for documentary film funds will enhance our chances to partially financing the project, but it will also bring us networking capital, helping us with the PR part of the project. The launching campaign where users can share pictures of the objects through social networks will build a community that helps us to start a crowdfunding campaign for this project. The strategy for success indicators of the project will be developed in the next phase of it, taking into consideration the partners that we will have, their type of audience and goals.

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Target audience and marketing The starting point of our audience study was a series of five interviews, with different kind of potential users. The following picture will offer a better understanding of the results.

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We developed a model for analysing our audience by using a tool provided by Raimo Lang, a successful transmedia producer. We have taken into consideration two axes that define the most important user’s characteristics. One of them is related to the real life and online experience and the second axis connected with the converging roles of the audience as producer and consumer. Following this model, we defined five types of users.

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The “ideal audience� will experience the whole project, uploading stories, photos of objects, testing the scanning installation and playing the online game. In the same time, she/he will enjoy spending time in the real space, meeting with other users, exchanging objects and continuing their stories. In order to have this kind of audience, we have to constantly keep them engaged through different quests and competitions, connected with the concept of bedroom museum. Further development The next step for Bedroom Museum project is finding the right partners who will support it. The support could be financial or used for promoting our project. We plan contacting History Museum of Tallinn, Tartu Museum, Helsinki Art Museum as institutional partners and developing further financials plans and also personalize the project by taking into consideration their audience.

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