Transmedia StorytellingA process where elements of astory are systematically toldacross multiple delivery channelsfor the creation of a larger,coordinated experience.
Movie Book Game Typical Media Franchise Whole is less than the sum of its parts: dissatisfying conclusion to consuming all media Movie Book Game Transmedia Whole is more satisfying than the sum of the parts: euphoria in collecting and connecting the pieces
Results Books Videogames Web Portals Toys
The Problem: • Most successful commercial in thehistory of the brand? What next?
McDonald’s Happy Meal Transmedia! Rollout Milestone 4 ImplementationChannelsExterior Cartoon Network Mini-Series Licensing, Apparel, Milestone 10 Target Stores Party Goods, Box Set Special Graphic Automotive DVD Release Novels Milestone 3 Milestone 6Milestone 7Milestone 8 ilestone 9 M 2002 2003 ! 2004 2005 2006 Cartoon Network Cartoon Cartoon Cartoon 1st Network 2nd Network 3rd Network 4th Video game Animated Animated Animated Animated from THQ Feature Feature Feature Feature Milestone 1 Milestone 2 Milestone 5 Limited Edition Cars Launch of 5 Rollout Rollout & Action FiguresChannels J-Pack, Computer Acceleracers Interior Mini-comics and Animated Toy Line & ﬁrst video Feature Animated (DVD & TV) Video Packs TV Commercials Comics Rollout Web portal Begin Continues- 30 refreshed and issues downloadable Online Web Animated content Hot Wheels Portal Opens Museum Tie-in
Results: • Now Hiring, Brower Game on 4 Continents
Results: Monthly Magazine Advertorials & Inserts
Results: • Comics in Teen Magazines
Results: • Combined with Outdoor, Street Events,Mobile, Web and Point of Purchase
Results: • Culminates with 4-Minute Animation
Happiness FactoryTransmedia ImplementationResults*• Becoming a global franchise with multiple outlets• 4-minute animation becomes event TV in dozens of nations• Coke’s global volume sales rise 4% during this period• Coca-Cola shares up from $42 to $60 during this period *Results confirmed by Coca-Cola VP Global Advertising Jonathan Mildenhall
Criteria For Successful Transmedia Franchises
Deep, rich worldwith Past, Present & Future
Compelling Storylines &Story Arc Development
Convincing Presentation that takes the World and Viewer Seriously
Internal Logic & Consistency
Timeless Themes that areSimple but Artfully Presented
Cultivation, Validation &Celebration of Fan Base
Extensions that MaintainQuality & Brand Integrity
Interwoven Storylines &Continuity Across Platforms & Product Lines
Attention to Quality,Detail & Coordination
Creative Visionary & I.P. Stewards
Good StoriesTranscend National Boundaries
Localization and Customization
No Story is an Island
Every creator must reach out to find like minded experts to help them realize their dreams
Multiplatform Business Models You are greater than the sum of your parts.
Increasing Collaboration & Coproduction
Be sure who you are working with. Be sure what your role is.Be realistic about what you can accomplish. Be Clear
National Governments and Global Foundations are using this technique as a modelfor economic development.
It is not enough that you simply speak to your audience, you must inspire them.