What if you could Push interactivity beyond clicking, viewing, posting and chatting to an immersive experience? “Live” in the world of the brand? Interact with characters from TV and movies? Solve real world problems with a likeminded, cooperative community?
PR: Leveraging SocialMedia From “sharable media” to “drillable media” Keeping stories alive longer - Steve Rubel, Edelman
Storytelling “What we do isnt new; its timeless. Telling stories is one of mankind’s most enduring traditions, and our increased connectedness has only made spreading them faster, more pervasive, and more effective.” --Campfire NYC
Transmedia Integration of Ad, PR, Mktg, Entertainment, and Games
Transmedia Storytelling “Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” Story is told across multiple platforms
In a World… Based not on individual characters or specific plots but rather complex fictional worlds which can sustain multiple interrelated characters and their stories.
Extensions may serve a varietyof different functions Fill gaps in time between productions Provide insight into the characters and their motivations. Flesh out aspects of the fictional world. Bridge between events depicted in a series of sequels
Changes in Media Use,Producers & Consumers Fan fiction Interactivity Ownership, participatory culture User-generated content Fan communities
Gamers Increase in gaming, changes in gamers Farmville “My online life IS my real life!” More gamers: More immersive storytelling
TM: ideal aesthetic form for anera of collective intelligence. Pierre Levy: collective intelligence New social structures that enable the production and circulation of knowledge within a networked society. Participants pool information and tap each others expertise as they work together to solve problems. Functions as a cultural attractor, drawing together like-minded individuals to form new knowledge communities. Transmedia narratives function as textual activators - setting into motion the production, assessment, and archiving information.
The Blair Witch TM Explosion Had tons of footage Mythology and back story Utilized the Internet in a new way Purposefully deceptive (DEAD Actors?) “Hacking” reality
Transmedia in the Field CampfireNYC HIMYM 42 Entertainment True Blood Game of Thrones From the “fringe” to traditional firms