When Participation Becomes Promotion. How to use online participatory and social story to draw users into your IP. Using a film in production this explores the nature of social media as a way to create major interest in your project by getting users involved in the creative process. A presentation from Anthea Foyer (post throat infection!) given at the inaugural Screen Australia, StoryLabs digital ignition lab held in Robertson in late November 2011. Podcast Recorded and Produced by Gary P Hayes. http://antheafoyer.com/sidebar-menu-parent/about ABOUT ANTHEA Anthea Foyer is a creative director, producer, visual and new media artist and curator. She has created, advised and mentored on a wide range of critically acclaimed projects including graphic novels, online narratives, wearables, interactive installations, participatory theatre, live events, multi-platform experiences and television and film convergence projects. Anthea is currently co-founder, with Alex Mayhew, and Creative Strategist at The Labs, a creative and strategic consultancy that helps to deliver truly convergent properties that transform multi-platform challenges into opportunities for creative and commercial success.