SXSW Interactive 2014
How Jane Austen Conquered Social Storytelling
Kids today don’t care about old, moldy literature. Girls don’t watch web video. Social media is only good for brands who want to engage their customers. ALL LIES! The Lizzie Bennet Diaries compiled over 40 million YouTube views, hundreds of thousands of followers over dozens of different social sites, and a record-breaking Kickstarter campaign that were all part of the story in a year-long modern adaptation of Pride and Prejudice. All with a marketing budget of zero. In the process, the fictional in-story corporation Pemberley Digital has become a real-world company producing more immersive social story experiences. Come hear from the team behind one of the most popular independent social story franchises of all-time, about how they pulled it off and what they have planned next.
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- How did the Lizzie Bennet Diaries reach such a large audience with no marketing budget?
- How do you manage dozens of fictional social media presences that have to respond to fans in the moment, without having an infrastructure for approvals?
- How do you mix pre-scripted content with real-time storytelling?
- Can you tell completely original stories this way without adapting from source material?
- How do you make money doing this?
Christina Cooper, Social Media Manager and Administrator, Pemberley Digital