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Open Storyworlds for Brand MarketingDIYDAYS LA
Friday 28th October 2011, Los Angeles
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
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Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
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This presentation
Applying transmedia storytelling to commercial problems
Why open storyworlds are great for brand experiences
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Brand options in entertainment Product placement
product is dropped into shot; better if product benefits
integrated into story
Branded entertainment entertainment that aligns with brand
attributes
and reflects brand personality
Branded transmedia entertainment branded entertainment
experience thats co-
created with consumers; multi-platform; dynamic; engaging
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Branded Transmedia Experiences
Telling a story across multiple platforms Built on social media
& social networks Co-created with consumers Provides bridges
between platforms to get
consumers to trial product
Opportunity to be responsive/dynamic Provides new consumer
insights
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How is transmedia storytelling
important to brands?
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Integrated Marketing Communications
Advertising Sales Promotion Events and Experiences Public
Relations and Publicity Interactive Marketing Word of Mouth
Marketing Direct Marketing Personal Selling
Opportunity forTransmediaStorytelling
Can fit within your IMCor utilize the IMC approach
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Shoppers journey (loop)
Stu Lewin, BTL Brands @BTLBrands
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Hierarchy of consumer social needs
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Rules of engagement
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Consumer needs vs Brand goals
Sit back & lean forward
Online & Offline
My story, my time vs their story, their time Their story is
created through the opportunities,
tools, content and events I provide through my story
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Whats the solution?
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Participation matrix
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Virtuous circle
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Open storyworld
Audience (consumer) free to explore on their own terms time,
manner, place.
Multiple entry points Engagement/exploration
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Linear story
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Branching narrative
decision point alternative endings
A
B
C
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Open storyworld
plot point
character detail
exposition
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Linear Campaign + Open Storyworld
TIME-DEPENDENTCAMPAIGN
AUDIENCE-DRIVENPARTICIPATION
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Worlds apart
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Pervasive entertainment
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Transmedia storytelling offers:
Engagement opportunities matched to a range of consumers
(expressive, competitive, explorative, collaborative)
Joined-up thinking Brand narrative Campaign narrative
Participation strategy Content strategy Media strategy (paid,
earned, owned)
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The End
Robert [email protected]
@robpratten
UK: +44 207 193 4567
USA: +1 415 287 4150
Slide Number 1Robert PrattenThis presentationBrand options in
entertainmentBranded Transmedia ExperiencesSlide Number 6Integrated
Marketing CommunicationsShoppers journey (loop)Hierarchy of
consumer social needsRules of engagementConsumer needs vs Brand
goalsSlide Number 12Participation matrixVirtuous circleOpen
storyworldLinear storyBranching narrativeOpen storyworldLinear
Campaign + Open StoryworldWorlds apartPervasive
entertainmentTransmedia storytelling offers:The End
