Open Storyworlds for Brand Marketing DIYDAYS LA Friday 28th October 2011, Los Angeles Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
This presentation• Applying transmedia storytelling to commercial problems• Why open storyworlds are great for brand experiences
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 that’s co- created with consumers; multi-platform; dynamic; engaging
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
How is transmedia storytelling important to brands?
Integrated Marketing Communications• Advertising• Sales Promotion Opportunity for• Events and Experiences Transmedia• Public Relations and Publicity Storytelling• Interactive Marketing Can fit within your IMC• Word of Mouth Marketing or utilize the IMC approach• Direct Marketing• Personal Selling
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
What’s the solution?
Open storyworld• Audience (consumer) free to explore on their own terms – time, manner, place.• Multiple entry points• Engagement/exploration
Branching narrative decision point alternative endings A B C
Open storyworld exposition plot point character detail
Linear Campaign + Open StoryworldAUDIENCE-DRIVENPARTICIPATIONTIME-DEPENDENTCAMPAIGN
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)
The End Robert Pratten firstname.lastname@example.org @robpratten UK: +44 207 193 4567 USA: +1 415 287 4150