The Amanda Project - Marketing an Interactive Story (Part 1)

Note: This will be a 2 part series. Comment on Part 1 or 2 to be entered into a random drawing for one of two books of Invisible 1 (book 1 of The Amanda Project). You must be a follower and in the US to win.

Today, we have Ariel Aberg-Riger, the Creative Development & Marketing Director at Fourth Story Media to discuss The Amanda Project.

The Amanda Project is the first collaborative, interactive fiction series for girls aged 13 and up. The story unfolds across an interactive website and is the story of Amanda Valentino, told through an interactive website and book series for readers aged 13 & up. On the website, readers are invited to become a part of the story as they help the main characters search for Amanda.


Hi Ariel. Will you tell us idea for an online story series come to play?

The Amanda Project came out of a bunch of different, seemingly disparate threads. We were interested in inviting talented authors to collaborate on an ongoing narrative; we wanted to see if we could publish a story that would allow interactivity and reader participation, and we were thinking about how girls use technology to express themselves.


How did the idea of creating an online interactive story start?

Well, we all know that the publishing landscape is changing. It’s evolving to incorporate aspects of the inevitable move to new forms of media, and we wanted to embrace that by giving our readers a way to harness all of the resources and possibilities that are offered by the Internet, ever-increasing connectivity, social networks, etc. The Amanda Project appeals to all different kinds of readers. It's, at heart, a fantastic story with appealing narrators, mystery, suspense–even some romance. So, it was our hope that any girl or boy who loves to read would devour it. At the same time, we know that our core audience is online all the time, and there is also the draw of the interactive nature of the project - we don't just create a story and tell it, we invite our readers to come in and create the story with us.


What was the most fun and most challenging aspect of doing interactive books online?

Some of the most fun aspects of working on The Amanda Project are also some of the greatest challenges. The creative process of working on an ongoing, transmedia narrative is an amazing experience because it is ever evolving. Each week we get to unravel more of the story bit by bit, and there is always something to explore - building off of their responses, digging deeper into the text of the book, learning what they are most drawn to and what they find less engaging.

The most challenging part was building a structure that would allow a fantastic story to be both told by our gifted authors, and be flexible enough to be reactive to the incredibly creative ideas and directions our readers developed. We spent a lot of time exploring various frameworks that would allow such interaction to take place. As we said before, the story itself is every evolving, but we're confident now that we have a model in place that can handle the deep, layered creation.


Readers are invited to become a part of the story as they help the main characters search for Amanda. How does that work?

Well, after a user creates their account, they are encouraged to start filling out their profile as a character - the barista at the downtown Orion coffee shop Just Desserts, a kid that sat behind Amanda in trig class, etc. We assign each new member a "guide" (much as Amanda asks Hal, Callie, and Nia to be her Guides when she comes to Endeavor High) - someone they can email with any questions they have about the story, or how the site works, or anything at all. We emphasize that although the site operates in the framework of the story (the main characters "build" it at the end of Invisible I), it is all fictional, and we encourage them to think creatively about their “experiences” with Amanda.

There are a number of places and ways that members can interact on the site. The core of the site is the Our Stories section where we post weekly stories written by the main characters. The stories are structured as mini mystery arcs - each anywhere from 2-5 weeks long - and each story ends in a specific question. We've found this specific call to action is an extremely important part in both encouraging and focusing the conversation in a way that is most conducive to moving the story forward. We are highly reactive and responsive in Our Stories - constantly following leads and details the girls submit, and using their ideas to build the next week's story.

In addition to Our Stories, there are the individual member profiles (where everything they contribute on the site is aggregated and linked so they can watch their character develop in real time), the Debate Club (where readers are invited to participate in discussing everything from which classes they had with Amanda, to what her favorite outfits were, to picking apart various details in Invisible I), to the Zine where they can submit their own original fiction, to the Gallery where they can upload photography and artwork. Like any community, we have some incredibly active members who write intricate fictional accounts every week. Others are quieter, but as we look at the analytics of the site, we can see that they’re there reading and observing.

Come back tomorrow for Part 2 and learn why The Amanda Project is so successful with teens.

Friday Marketing Round Up (3/5)

Hi guys. I miss you all. I've been so slammed since the contest trying to catch up on deadlines and get everything out. I guess you could say I've had a bad case of the blogger hangover. The Mardi Gras was a huge success (and took more time than I thought). It was so worth every moment since I gotta make so many new blogger buddies. I appreciate you all participating!!!!

Here are my top marketing posts for the week:

Strong Book Spines - While spines seem less important than front covers, they are in fact often a reader’s first visual impression of a book. (This was interesting to me because usually we think of covers as being critical)

Candlewick's new Marketing Campaign - Candlewick Press launched a new marketing program aimed specifically at frontline indie booksellers, CHIRP. In a bit of double entendre, "CHIRP," short for Candlewick's Handselling Indie Recognition Program. (aren't they so cool! I love the program. Brilliant!)

HarperTeen goes online for Marketing - This campaign included a calendar spotlighting a different young adult novel each day, links to Twitter and to YA blogs featuring Q&As with authors, games, a widget, a browse-inside-the books option, and a sweepstakes offering a chance to win a signed copy of a book and one of five iPod Touch prizes. (Again, brilliant - they had over 62000 entries!)

Do authors really need to promote their books? Is it worth the constant struggle between using time to market or to write. (I say yes. :)

Their So called Life - Fact and Fiction behind the fickle girl teen dynamic. Truth be told, they’re much more preoccupied with their own social activities than marketing messages. (This gave me some interesting thoughts. Can't wait to see what our panel thinks!)

Getting Your Book Noticed on Amazon - As the world's #1 online bookseller, Amazon is pretty much the top dog in terms of places where potential customers search for books, so the higher up in the search that your book lands, the better off you are.

Blog the Right Way - Is there a correct way to blog? Much like asking if there’s a right way to write. Actually, any form or action of writing is a form of expression that satisfies the writer and communicates with their audience is a win-win process. (This applies if your goal for blogging is generate traffic to spotlight you or your books.)

What should you tweet about? Twitter is a great way to meet people, develop relationships, and promote your book, yourself and your business. But it's important to avoid being seen as someone who just promotes themselves. Most of your tweets should be about helping others and help people get to know you.

Rejection Lessons from "American Idol"

Update: all prizes have been shipped. next week, I look forward to getting back into reading your blogs. This has been a crazy few weeks!

Top 10 things we can learn about Rejection from American Idol:

1. Not everyone likes the same thing. No agent or editor likes the same thing. We as writers or readers don't like the same thing. It's not personal.

2. Criticism can make you better, if you're open to it. Take any suggestion for improvement and see if it can work. It make help you take a step forward.

3. Everyone needs to improve on something. No one is perfect. Some of us are good at voice, others at plot. It's about growing.

4. Believe in your talent. If you don't believe in yourself, how can your agent or editor? Trust in your ability and do your best to make it work. Sometimes it is out of your control.

5. Talent isn't the only factor. The best singer doesn't always win. The best writers don't always get the book deals. There are so many other factors that go into moving through this journey successfully: the market, the agent, the editor, the need, persistance, patience, timing.

6. Sometimes, it boils down to an X factor. Some just seem to have it. Others have to fight for it. But there has to be some connection between your book and an 'editor/agent that you can't force. It just is or isn't.

7. Know your strengths. Don't be something you are not. Know what you're good at and stick to it until you establish a place for yourself. Your genre, voice, and story.

8. Don't make excuses for your weaknesses. Just do something about it and work to get better.

9. Expect a Simon in every crowd. There will always be a critic that doesn't like your work. Apply the parts that make sense and leave the rest behind.

10. Have faith that this is your time. Its the only thing you can really control in this process.

The Magic of a Southern Breeze

NOTE: Fabulous Follower Winner Prizes went out today. I'm working packaging up the Mardi Gras Prizes tomorrow and will email you when it goes out!

This past weekend I went to the Spring Mingle for the Southern Breeze Region (SCBWI). It was here in Atlanta.

I must say at first I was not sure if I was going to go. I had alot of things I needed to do and I did not know if I could handle a weekend of writing. In a way, I felt like I needed a weekend - away from writing.

Not to mention, my "normal" possee was not going. I was going this one alone. Don't get me wrong, I knew people there and love everyone in my Region. But having the comfort of a few girls that know me, my journey, and my deepest fears and dreams is nice when you enter a room of 150 people.

I'm not very good in a large room. I'm a bit shy, definitely an introvert, and I really stink at small talk. I usually resort to bad jokes and probably put my foot in my mouth at least twice.

I'll even tell you all a secret.

Part of me kinda wondered if I would learn much. I mean, I have an agent so the agent talk would probably not apply to me and wondered if the sessions would help me at the stage I'm at in my writing process. (this embarressing because I have so much to learn! I dont' know what I was thinking~)

Anyway, I went to Springmingle.

And am so glad I did.

I think the BEST thing about the conference was hanging out and getting to know Jennifer Jabaley and Kristin O'Donnell Tubb. These girls are definately soul sisters of mine (I hope they thin so :). I adore them and can't wait to see them again. They made me laugh, listened as I cried, and gave me advice and words of encouragement that I needed at this stage in my writing journey. I felt like I had known them for years and found myself sharing things that I NEVER share with anyone outside my normal friend circle. (and most of my friends have known me for at least 10 years.) If I'd hung out with my normal "crew" - I would have missed kicking off these great friendships. And that would have been a true loss. Check out Kristin (author of Autumn Winifred Oliver Does Things Different) at her blog/twitter and Jennifer (author of Lipstick Apology) at her blog!

I also hung some other great people. Karen Strong, Sheri Dillard, and Heather Montgomery (who knows everything there is to know about how to be safe during a earthquake!!)

The next thing that was Sooooo worth it was meeting and hearing Josh Adams from Adams Literary. He was funny and open and shared some secrets to agenting that helped me feel even more confident in my agent and her process. It also gave me critical insight into the submission/agenting/publishing world that we writers don't get to see very often. If any of you are looking for an agent, be sure to read what he is looking for and query him because he rocks!!! (from what I can tell, he also kicks ass and takes names for his clients).

Another highlight was seeing Cheryl Klein again. I was on faculty with her at MidSouth in the fall and had dinner/drinks with her. For those who don't know who she is...she is the continuity editor at Arthur Levine for Harry Potter. Not only is she the sweetest but she is BRILLIANT! She talked on the 22 steps to revising that gave so many great suggestions (and a few crazy ones :) - that my head was spinning. I had to skip the next session because I was going through my book in my head and figuring out more things I wanted to start working on. She also did an amazing discussion on character development. Check out her amazing talks and blog!

And then of course, Jane Yolen, bestselling author of Owl Moon and How Do Dinosaur Say Good Night? She is funny and brilliant and honest. But most of all, she is real and tells it how it is. She had ridiculous insight into the industry and a perspective that only someone who has been in the industry over 30 years could, which I guess is why her blog is called Telling The Truth.

For those of you who have not joined SCBWI, you are truly missing out on a great experience, on great friends, on learning more than you can imagine, and on finding a place where you truly belong. With writers. Writers at every stage. Writers that care about you. Writers that love books. When you walk into an SCBWI conference, it is a pool of magic.