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Transmedia for PR 4415
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Transmedia for PR 4415


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  • 1. 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?
  • 2. PR: Leveraging SocialMedia From “sharable media” to “drillable media” Keeping stories alive longer - Steve Rubel, Edelman
  • 3. 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
  • 4. Transmedia  Integration of Ad, PR, Mktg, Entertainment, and Games
  • 5. Beyond Viral: Embracing theSocial Web
  • 6. 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
  • 7. 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.
  • 8. 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
  • 9. Twin Peaks: Pre-Internet
  • 10. Changes in Media Use,Producers & Consumers Fan fiction Interactivity Ownership, participatory culture User-generated content Fan communities
  • 11. Gamers Increase in gaming, changes in gamers  Farmville “My online life IS my real life!” More gamers: More immersive storytelling
  • 12. 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.
  • 13. 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
  • 14. Transmedia in the Field CampfireNYC  HIMYM 42 Entertainment True Blood Game of Thrones From the “fringe” to traditional firms
  • 15. ARGs: TransmediaStorytelling Beyond video/Product Immersive Experience Combined promotional, marketing efforts
  • 16. Audi: The Art of the Heist Blurring the lines between reality and fiction– when is it too much? Deceptive?
  • 17. ARGs: Art, Game orPromotion? Ancillary or essential to the storyline? NIN Year Zero Lost Experience