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  • It’s a Vast Media scape. People are services, products, brands, entertainment, each other – in so many different ways. The ladscape is bright, diverse and exciting. Its an exciting time to tell your brands story. We want to take that stupid little box we were forced into as advertisers, blow it up, and change the way we interact with the customer, and we want it to be around the experience.’ Jim Farley, CMO of Ford
  • Transmedia is not that new of a concept, but the emergence of today’s social and mobile networking technologies, combined with the myriad of entry points to brand messaging, meaning that transmedia storytelling should be central to every marketing effort, online or otherwise.” The official definition of Transmedia is… a media project comprised of multiple media formats distributed on multiple platforms (and where) the platforms interact with each other in a complex relationship … in order to create a larger and more complete whole
  • If you are intending to engage audiences, mass audience where they are, where they chose to hang out, its fine to ask them to upload short videos or to write a short twitter but the danger can be that what you do is create noise. The real skill is how to curate that myriad of content across all platforms into a meaningful coherent experience. *25% of search results for the World’s Top 20 largest brands are links to user-generated content “ A people strategy is much broader, deeper and more profound than consumer targeting. It involves listening to and engaging with everyone who can touch or influence current and potential customers at all stages of brand interaction” Jeff Pulver
  • MOST CASE STUDY: PERPLEXCITY - MINDCANDY -  2006
  • BA BP BT UPS cicso cadbury holiday inn 670 Days to go
  • SCRIPT A TRANSMEDIA PROJECT WITH A FANTASTIC MC LEADING TO A NATIONAL STREAMED COMPETITION ON TV We know that Cadbury have already made a spectacular entry into the world of user generated competition with Spots versus stripes - which is about competition between two big groups of participants We are sure that there will be many other examples of sport/ games based campaigns that emerge as the Olympics get closer The model we came up is in some ways similar but with a slightly different angle. The project is all about things we care about, our nearest and dearest, our families and friends. It take the brave breadth of spots versus stripes - it’s not about two big nationwide groups but about lots and lots of personal local communities on a global level
  • SCRIPT Do you remember It’s a knockout ? Well this project is a mash up of It’s a knockout meets funniest home videos - and all dragged kicking and screaming into the 21st Century.  This is user generated project that harnesses the power of the crowds, is so easy everyone can have a go,  and culminates in a fabulously funny TV show that everyone will want to watch This is a knock out competition pitting family against family, community against community, and ultimately country against country With a character MC to hold the whole thing together
  • SCRIPT 1 year before the Olympics begin, we start the knockout competition online. Families or teams register to take part, and we give them a clear and easy rule book with monthly challenges which each family/team must complete. Challenges could include Egg and Spoon race, Sack Race, Three Legged Race, Paper Aeroplane, etc. Each challenge is filmed and uploaded.  The community scores each entry under various categories like ‘skill, humour, silliness, creativity, colourfulness, cheating etc’ Each team would harness their own social networks to vote for them – thus increasing the reach, the audience becomes the ambassadors. They promote the show for us As the rounds progress, teams can knock each other out (by hook or by crook!) until the final stage where the top 10 families from 10 competing nations come together for the ultimate televised final.   The big spectacular live televised final plays out the week before the Olympics.  Everyone will want to watch as everyone has been touched by the unfolding narrative
  • SLIDE THE REAL WORLD Script: Where the game plays out YOUTUBE Script: the main platform for uploading entries EMAIL ALERTS Script: : Let you know when your score has been beaten FACEBOOK Script: Online minigame versions of the external competitions for people who don’t want to run around outside and compete. User groups. Social connections etc. LOCATION Script: Global Map with geo-tagging so you can see the attempts from all over the world via a map ( we should show the twittermap here ) LAYER Script:  Participants can hold up their iPhones and see where the latest videos have been shot TWITTER: Script: Twitter feeds updating winning times/scores.  Auto tweets for winning videos, highest scoring in each category PUSH TEXT: Script: Let’s you know if you’re still in, or if you’re out

Transmedia Transmedia Presentation Transcript

  • Transmedia 
  • Katz Kiely MD bTWEEN
  • Rebecca Denton Cross-Platform Development Turner Broadcasting
  •  
      • What is Transmedia?
      • Who are the new customers?
      • What has worked?
      • What could work for you?
  • The Evolution Broadcast Cross-Platform Transmedia.
  •  
  •  
  • A changing media-scape YouView will change everything again
  • Transmedia is about a shift from:         broadcast to conversation         audience to participant         intrusion to opt in         SHOUTING to listening
  • Old Product, Price, Place & Promotion New Co creation, Collaboration, Conversation & Curation.
    • Social Media is Powerful & Persuasive
    • Myths
    • Loads of people join twitter but they don’t use it 
    • II’s not as big as they say
    • It’s only for young people
    • Truths
    • Your users will work for you if you get it right 
      • GLOBAL FAMILY SPORTS DAY
      • .. And they will work hard
  • some examples
  • Transmedia is not just about digital Some of the most interesting parts of Transmedia projects touch real world or analogue
  • How have brands interacted with Transmedia narrative ?
  • These are inspiring experiments… ...what could you do?
      • GLOBAL FAMILY SPORTS DAY
      • Connection, Challenge, Collaboration, Creativity & Communication
      • GLOBAL FAMILY SPORTS DAY
      • GLOBAL FAMILY SPORTS DAY
      • “ IT’S A KNOCK OUT” for the distributed age
      • Simple is always best
      • GLOBAL FAMILY SPORTS DAY
    • How will it work?
    • The Competition Starts
    • A different Challenge each month
    • Supported by Social Media Users
    • Community around Granular Activity
    • One year later the best 10 Teams compete in a big budget TV finale
      • GLOBAL FAMILY SPORTS DAY
    • The real world
    • YOUTUBE
    • Email alerts
    • Facebook
    • Location
    • Layer
    • Twitter
    • Push Text
      • GLOBAL FAMILY SPORTS DAY
    • Options for Prizes. All expenses paid VIP tickets to the London Olympics 2012 for you and your team. Cash prizes. Prizes for each round.
      • GLOBAL FAMILY SPORTS DAY
    • DONT HANG ABOUT. START NOW!
    • Katz Keily
    • MD
    • b’TWEEN
    • e [email_address]
    • twitter @katzy
    • p +447855333458