Cellular storytelling startup Unrd is making its first transfer into adapting current mental property — particularly “Ghosted: Love Gone Lacking,” an MTV actuality collection about ghosting (the courting observe, not something supernatural).
Till now, Unrd (pronounced “unread”) has created authentic crime, horror and romance tales which can be informed by way of characters’ telephones, by way of content material like textual content messages, video footage and extra.
Beginning subsequent week, on November 16, the app will characteristic a model of “Ghosted” that — not like the TV present — is scripted, as customers discover characters’ textual content messages, photographs and video calls to find why they’ve been ghosted. They’ll even get to vote on whether or not the characters ought to “ghost” or “make up” earlier than they see the tales’ ending (their votes received’t have an effect on the result).
MTV Head of Digital Rory Brown informed me that this was a “very shut collaboration” between MTV and the Unrd crew, led by CEO Shib Hussain.
“That is the primary time they’ve partnered with an already established IP — however that didn’t scare us in any respect, to be that first media companion that they labored with,” Brown stated. “There was a powerful standpoint on our facet of the home the right way to preserve it true to the existed format, whereas the Unrd crew helped us reimagine it, and our collaboration met in the course of that Venn diagram.”
He additionally argued that whereas interactivity may be “a little bit of a buzzword within the business,” Unrd isn’t specializing in “interactivity for interactivity’s sake.” As a substitute, the intention is to create “a extra immersive expertise for the person.”
Unrd will characteristic three tales tied to “Ghosted,” every of them unfolding over six days.
“The important thing factor that we do totally different is that this notion of actual time,” Hussain stated. “You’ll be able to’t simply binge it and eat each story in in the future. You’ve bought to attend with the character for the following message. That’s extra immersive, and it additionally builds that rigidity and pleasure amongst customers as nicely.”
Brown famous that these Unrd tales are launching throughout a break within the second season of “Ghosted.” The hope is that they’ll preserve current followers engaged whereas creating new followers as nicely.
“At MTV, we’re all the time going to maintain taking a look at methods to check the elasticity of IP,” he stated. “I feel Unrd is a technique to try this. We’re speaking to different companions, however Shib and his crew have been unbelievable to work with and we’d like to preserve the connection going.”