View Conference: ‘Claynosaurz’ Creator-Led Model
The session titled “Claynosaurz: Rise of the Interactive Franchises: Why the Future Belongs to Creators” at the View Conference in Turin was a packed affair, with Claynosaurz co-founder and creative director Nic Cabana sharing insights on the evolving landscape of audience engagement and content creation. Cabana emphasized the shift towards non-linear entertainment experiences and the importance of building franchises that involve fans from the very beginning.
According to Cabana, the traditional linear release cycles no longer align with how people consume content in today’s digital age. He highlighted the abundance of distribution channels available for creators and stressed the need to design for audience interaction across a variety of platforms, including short-form videos, games, GIFs, digital stickers, toys, and live events.
Claynosaurz, a transmedia brand created by industry veterans from major studios like Sony, DreamWorks, Illumination, and Disney, serves as a prime example of this approach. The team initially self-funded a short film that garnered attention and subsequently used digital collectibles as a crowdfunding mechanism. These collectibles now permeate every aspect of the brand, from social media content to a mobile game developed in collaboration with Gameloft.
Cabana revealed that Claynosaurz is currently in development for an episodic show consisting of 40 seven-minute episodes that will be released directly on YouTube. The modular nature of the episodes allows for easy discovery and engagement, while a parallel mobile game and loyalty system further enhance the viewer experience.
One of the key strategies employed by Claynosaurz is treating the audience as co-creators. The company actively involves fans in the creative process, from casting community avatars in shorts to collaborating with fan artists and encouraging user-generated content. This inclusive approach not only deepens fan engagement but also serves as a powerful marketing tool.
Cabana also shared impressive statistics showcasing Claynosaurz’s success, including a significant following on social media, billions of video views, and millions of GIF views. The company’s innovative approach to monetization, such as the rapid sell-out of digital collections and sticker packs, has proven to be highly lucrative.
In conclusion, Cabana emphasized the need for studios to adapt to the changing landscape of content creation and audience engagement. By prioritizing fan involvement, embracing non-linear storytelling, and leveraging multiple platforms, creators can build lasting connections with their audience and create memorable brand experiences. The success of Claynosaurz serves as a testament to the power of community-driven content creation and the limitless potential of interactive franchises in the digital age.
