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Spreading The Digital Love!
Transmedia Reinventing the art of storytelling
Not long ago we were spectators, passive consumers of mass media. Today, we are media.
Frank Rose The Art of Immersion
Transmedia: the definition Transmedia storytelling is the technique of telling
stories across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.A transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content over multiple channels.
source: Wikipedia http://en.wikipedia.org/wiki/Transmedia_storytelling
What happened to traditional storytelling?
Short answer: The internet happened
The internet is teaching us new ways of storytelling. Narratives are no longer linear and more often than not are told, or at least informed, by the participation of a consumer community.
After centuries of linear storytelling, we are witnessing the emergence of a new form of narrative one thats native to internet in the same way the novel is native to the print.
Why is this happening?
As soon as the audience can step in, create content and direct, they do so.
Thats why the old model crumbles. We know that just from looking at the numbers. Box office sales, DVD sales, music sales have all plummeted in recent years.
So now its all about participation
Transmedia storytelling is converging the worlds of movies, TV, gaming, social media, advertising and adding to it real life & real people > participation.
Transmedia story is the creation of information through experiences we can relate and interact with.
Transmedia storytelling example: Collapsus
Collapsus looks into the near future and shows you how the imminent energy transition affects a group of ten young people, who appear to be caught up in an energy conspiracy.
Some charasteristics of transmedia
1.The blurring of author and audience: Whose story is it?
2.The blurring of story and game: How do you engage with it?
3.The blurring of entertainment and marketing: What function does it serve?
4.The blurring of fiction and reality: Where does one end and the other begin?
Why use transmedia storytelling?
I cant order people I have no authority but as a marketer I have the responsibility to get people excited. If you take responsibility to make something interesting, to tell a story that people choose, thats marketing.
Sounds complicated? Well its not.Its just different from what we are used to.That is why it takes a bit more effort than it used to.
In the middle of difficulty lies opportunity...
Most marketers arent interested in storytelling.
Most storytellers arent interested in marketing.
Heres you chance!
Transmedia in marketing: examples
Batman The Dark Knight was a transmedia experiment with over 10 million participants in over 75 countries that played across hundreds of web pages, interactive games, mobile phones, print, email, real world events, video and unique collectibles.
Warner Bros Dark Knight
Coca-Cola created the Happiness Factory a virtual world of characters living inside a vending machine. The series lives across multiple channels, including commercials, interactive video games, and a musical soundtrack that features a variety of artists.
Happiness Factory A documentary
Brisk Machete is a minute-long stop-motion video in which Danny Trejo reprises his role in Robert Rodriguez's Machete movie on behalf of Brisk Iced Tea.
Brisk Iced Tea Machete
Transmedia sounds great! But how can I benefit from all this?
1. Create a consistent brand story
2. Bring people together and give them something to do.
3. Make sure the experience across all platforms is unified.
4. Let each platform do what it does best.
Try doing this:
Its not about ROI. Its about ROE return on engagement.
-Brendan Howley, Fresh Baked Entertainment
Sources Frank Rose Seth Godin Jawbone.tv Fresh Baked Entertainment 42 Entertainment
Books Frank Rose: The Art of Immersion Teresa Iezzi: The Idea Writers Daniele Fiandaca & Patrick Burgoyne: Digital
Advertising: Past, Present and Future Carolyn Handler Miller: Digital Storytelling