An extended Case Study from Siobhan on The Mission Business’ 2012 transmedia production of Zed.TO & the invention of the biotech company, ByoLogyc.
What we find of value & groundbreaking in this project is that The Mission Business designed a strategy to bring non-theatre goers into ‘theater’ events, rolled in LARPing in a way that goes beyond what Punch Drunk has done (as audience members are predominantly voyeurs for a single event & not participants), used digital/analogue platforms to communicate with fans, ran an extremely effective social media campaign, a successful crowdsourcing campaign, & created a tiered ticket model scaled to levels of participation & exclusivity that generated a new & committed audience for an original serial theatre production.
Part 2 tracks The Mission Business’ spectacular staging of an end-of-the-world scenario accidentally triggered through ByoLogic’s ambition to redesign you.