The Age Of Transmedia Storytelling

http://deanobrien.wordpress.com/2011/10/25/351mc-phonar-what-is-transmedia-storytelling/

We Live For Stories

They help teach us lessons about life, culture and history and help us make sense of our place in this world. They bring richness, excitement and connections while comforting and educating us

http://onproductions.com.au/2010/08/27/storytelling-evolves/

We embrace stories that touch our hearts and keep them with us

https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSKTZMZORl4WSX6a3d1svAIB8sVxqDA8YdpVDfomvvktKfERUmWHA

That’s why storytelling has always played an integral role in advertising

Brands that manage to communicate through relevant and human emotion narratives are able to

connect deeply with consumers

In the old days, stories were told around a fire, in which the audience could interject their own

conversations and shape the narratives being told

Then came film, radio and television, a one-way medium which excluded the

audience from the conversation

The proliferation of the second screen such as smartphones and tablets now provide audiences

with another entry point for a deeper, more immersive experience

http://mashable.com/2011/10/13/tv-tablet-smartphone-study-nielsen/

http://blog.nielsen.com/nielsenwire/online_mobile/40-of-tablet-and-smartphone-owners-use-them-while-watching-tv/

40% of Tablet and Smartphone Owners Use Them While Watching TV

With new methods of distributing content

http://www.festimania.com/wp-content/uploads/2012/01/transmedia_storytelling-blanco-y-negro.jpg

And brought about a convergence between the old and new way of telling stories

Enter Transmedia Storytelling

What is Transmedia?

The practice of arching story worlds over various platforms, with each thread tailored to the platform it lives in

Extends elements of a primary storyline across multiple spaces to create an interactive, multi-layered fiction greater than the sum of its parts

Not about repurposing content from TV to another platform

It is about appropriately and organically telling a story across multiple platforms where elements of a story are dispersed systematically, each making their own contribution to the whole story

http://dominic1978.com/blog/transmedia-storytelling-visualize/

Traditional vs Transmedia

Image by Robert Pratten from http://www.tstoryteller.com/transmedia-storytelling

Examples: Heroes

http://vimeo.com/8700233

Examples: Matrix

http://emiliamorris.wordpress.com/2011/02/21/blog-entry-one-how-does-transmedia-storytelling-apply-to-your-planned-profession/

http://convergenceishere.weebly.com/the-matrix-and-avatar.html

By helping them leverage the best features in each platform to enhance every piece of the experience; giving diversity and richness to the content and characters and

helping users get the most out of a great story.

Transmedia allows brands a larger canvas in which to tell their stories

http://www.tstoryteller.com/wp-content/uploads/2010/08/franchise-transmedia1.png

Audi and AT&T have created Transmedia Alternate Reality Games that activate audiences and creates deeper engagement through participation and co-creation

Transmedia stories can be built around a brand community that rallies fans around the brand or product story

Audi Art Of The Heisthttp://www.youtube.com/watch?v=z5w2CNB9clw

AT&T Presents Daybreakhttp://www.daybreak2012.com/

Transmedia storytelling has also found a niche in Hollywood as a means to launch huge blockbuster movies

The Dark Knight: Why So Serioushttp://vimeo.com/6303664#at=0

Prometheus: Peter Weyland TED Talk 2013http://www.youtube.com/watch?v=lpYUW0ekPSA

Developing Transmedia Campaigns

1. Focus On Telling A Good Story

Make sure it is engaging and interactive and allows for audience participation in helping to shape the story

Make sure every piece of content can be easily shared

Developing Transmedia Campaigns

2. Think About How You Want To Distribute The Story

Look at the brand’s owned, earned, shared, and paid media.

Based on the media type and time form, think about how you want each platform to participate.

For example, the use of blogs to get a more in-depth exploration of the character’s thoughts or a backstory.

Twitter allows for real-time updates on what’s going on right now and can be used to report an event, provide reactions, stream conversations between characters, etc.

Facebook can act as the central hub and be a permanent record for content and conversations. Other pieces of content can also be distributed on YouTube, LinkedIn, etc.

Developing Transmedia Campaigns

2. Think About How You Want To Distribute The Story

Framework for an online distributed story

Download at: http://www.flickr.com/photos/garyhayes/3251571561/sizes/o/in/set-72157613331811096/

Developing Transmedia Campaigns

3. Make Each Piece And Narrative Easy To Find

Make each piece and narrative easy to find relative to the main plot and anchor story

Ensure there is a balance of the linear and non-linear experience so that the audience does not get lost or confused

Reference project guide: http://www.zenfilms.com/blog/project%20reference%20guide%20%28Bible%29.docx

To explore creating an Alternate Reality Game as part of the story, use this reference game scenario: http://www.slideshare.net/dorianrichard/asek-core-arg

Thanks For Watching

Vincent Teo

Digitalmarketer.asia

@intersphere

www.linkedin.com/in/vincentteo