Many thanks to all attendees, for the big turn out, the good questions and the kind tweets. This was more commercial and practical look at writing, producing, deploying and measuring fragmented storytelling. Don't miss WIRED editor Frank Rose's (free) keynote titled "The Art of Immersion" (Thursday, March 15, 2PM).

Just caught up with the other speakers for a drink. Feel like the teacher's pet as I have submitted my deck already. The cool kids leave it to inspiration on the day I guess. Make sure you catch Chris Erb tomorrow morning as the first (free) keynote. EA Sports have gone completely 'experience' and are quite successful at it. If your clients don't get it, buy them an Xbox and organise an agency-client tournament. Or quote stats, either way will work!

Another three classics of storytelling that was partially handing over control over the storyline or at least giving the illusion of it. As far as I know Lonely Girl 15 and Kate Modern were playing exclusively in the YouTube environment while The Diesel Heidis played on and interacted with several online sites and services.

"It is very likely that people used to computer games, jousting with texts on mobiles and hopping their way through the net will demand to hear new kinds of stories – stories which appear to offer them greater freedom for manoeuvre, which sprinkle story elements around in fragments and tantalise the user/viewer with the possibility that they are forging their own path through them." James Harkin, Guardian 2009