The most interesting shift in storytelling isn’t technology, but rather how technology has made the audience visible. The fans are now stakeholders in the story and play a major role in defining its outcome.

TV shows like Covert Affairs and Vampire Diaries are using Twitter data to help determine the direction to their shows. They react to the comments posted on social media, changing how a characters act and even their story arch.

 Matt Corman, co-creator and executive producer of “Covert Affairs,” believes it’s important to keep the support of the viewers who are the most vocal on Twitter. “Fans who watch the show can become grass-roots organizers for the show,” he says. “In politics they say don’t ignore your base.”

This shift speaks volumes about how we consume media, but it can also help us create it. Technology challenges us to develop our own stories, platforms and connections between people and communities.

At The Mars Agency we have an opportunity to lead the future of technology by putting the human experience first.  This starts by creating engaging media experiences that allows the audience to interact and create their own stories in real time.

Below you will find some great examples shared at FITC of how the audience is becoming the storyteller.

An Immersive Journalism Experience

Immersive Journalism transforms recent scenes and events into 3D recreations that the viewer can walk through. Data from social media and online allows journalists to recreate events with more accuracy, while new technologies like Oculus Rift and Google glass are opening up new ways for us to interact with them.

Choose Your Own Adventure on the Big Screen.

With interactive apps like TimePlay getting traction in movie theatres around North America, it’s only a matter of time before we see a fully interactive movie. Fox recently purchased the rights to the classic “Choose Your Own Adventure” book series and there are rumors that an interactive movie requiring real time fan engagement is in the works.

Interactive Storefront Window

Sniff, created by Karoline Sobecka, is an interactive dog projected in a storefront window. The animated dog interacts with passersby, discerning their gestures as being either friendly or aggressive, and acts accordingly. Sniff then tracks the users’ history and forms a relationship with them over time based on their past interactions.


Ian Padgham has created the first AdVineture. Using vine he allows users to star in their own story adventure by jumping from video to video. He has created 32 steps a user may take while completing the AdVineture.

The Democratization of Content Creation and Sharing