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The Age Of Transmedia: How Brands Can Tell Better Stories
 

The Age Of Transmedia: How Brands Can Tell Better Stories

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This presentation looks at the rise of Transmedia Storytelling in the context of brand communications and advertising and shows 3 simple steps on how to start developing Transmedia campaigns that will ...

This presentation looks at the rise of Transmedia Storytelling in the context of brand communications and advertising and shows 3 simple steps on how to start developing Transmedia campaigns that will create immersive and engaging brand experiences

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    The Age Of Transmedia: How Brands Can Tell Better Stories The Age Of Transmedia: How Brands Can Tell Better Stories Presentation Transcript

    • The Age Of Transmedia Storytelling http://deanobrien.wordpress.com/2011/10/25/351mc-phonar-what-is-transmedia-storytelling/
    • We Live For StoriesThey help teach us lessons about life, culture and history and help us make sense of our place in this world. They bring richness, excitement and connections while comforting and educating us http://onproductions.com.au/2010/08/27/storytelling-evolves/
    • https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSKTZMZORl4WSX6a3d1svAIB8sVxqDA8YdpVDfomvvktKfERUmWHAWe embrace stories that touch our hearts and keep them with us
    • That’s why storytelling has always played an integral role in advertising
    • Brands that manage to communicate throughrelevant and human emotion narratives are able to connect deeply with consumers
    • In the old days, stories were told around a fire, in which the audience could interject their ownconversations and shape the narratives being told
    • Then came film, radio and television, a one-way medium which excluded the audience from the conversation
    • The proliferation of the second screen such assmartphones and tablets now provide audiences with another entry point for a deeper, more immersive experience http://mashable.com/2011/10/13/tv-tablet-smartphone-study-nielsen/
    • 40% of Tablet and Smartphone Owners Use Them While Watching TV http://blog.nielsen.com/nielsenwire/online_mobile/40-of-tablet-and-smartphone-owners-use-them-while-watching-tv/
    • And brought about a convergence between the old and new way of telling stories With new methods of distributing content http://www.festimania.com/wp-content/uploads/2012/01/transmedia_storytelling-blanco-y-negro.jpg
    • Enter Transmedia Storytelling
    • What is Transmedia? The practice of arching story worlds over various platforms, with each thread tailored to the platform it lives in Extends elements of a primary storyline across multiple spaces to create an interactive, multi-layered fiction greater than the sum of its parts Not about repurposing content from TV to another platform It is about appropriately and organically telling a story across multiple platforms where elements of a story are dispersed systematically, each making their own contribution to the whole storyhttp://dominic1978.com/blog/transmedia-storytelling-visualize/
    • Traditional vs Transmedia Image by Robert Pratten from http://www.tstoryteller.com/transmedia-storytelling
    • Examples: Heroes http://vimeo.com/8700233
    • Examples: Matrix http://convergenceishere.weebly.com/the-matrix-and-avatar.htmlhttp://emiliamorris.wordpress.com/2011/02/21/blog-entry-one-how-does-transmedia-storytelling-apply-to-your-planned-profession/
    • Transmedia allows brands a larger canvas in which to tell their stories By helping them leverage the best features in each platform to enhance every piece of the experience; giving diversity and richness to the content and characters and helping users get the most out of a great story. http://www.tstoryteller.com/wp-content/uploads/2010/08/franchise-transmedia1.png
    • Transmedia stories can be built around a brand community that rallies fans around the brand or product story Audi Art Of The Heist AT&T Presents Daybreakhttp://www.youtube.com/watch?v=z5w2CNB9clw http://www.daybreak2012.com/ Audi and AT&T have created Transmedia Alternate Reality Games that activate audiences and creates deeper engagement through participation and co-creation
    • Transmedia storytelling has also found a niche inHollywood as a means to launch huge blockbuster movies The Dark Knight: Why So Serious Prometheus: Peter Weyland TED Talk 2013 http://vimeo.com/6303664#at=0 http://www.youtube.com/watch?v=lpYUW0ekPSA
    • Developing Transmedia Campaigns1. Focus On Telling A Good Story Make sure it is engaging and interactive and allows for audience participation in helping to shape the story Make sure every piece of content can be easily shared
    • Developing Transmedia Campaigns2. Think About How You Want To Distribute The Story Look at the brand’s owned, earned, shared, and paid media. Based on the media type and time form, think about how you want each platform to participate. For example, the use of blogs to get a more in-depth exploration of the character’s thoughts or a backstory. Twitter allows for real-time updates on what’s going on right now and can be used to report an event, provide reactions, stream conversations between characters, etc. Facebook can act as the central hub and be a permanent record for content and conversations. Other pieces of content can also be distributed on YouTube, LinkedIn, etc.
    • Developing Transmedia Campaigns2. Think About How You Want To Distribute The Story Framework for an online distributed story Download at: http://www.flickr.com/photos/ garyhayes/3251571561/ sizes/o/in/ set-72157613331811096/
    • Developing Transmedia Campaigns3. Make Each Piece And Narrative Easy To Find Make each piece and narrative easy to find relative to the main plot and anchor story Ensure there is a balance of the linear and non-linear experience so that the audience does not get lost or confused Reference project guide: http://www.zenfilms.com/blog/project%20reference %20guide%20%28Bible%29.docx To explore creating an Alternate Reality Game as part of the story, use this reference game scenario: http://www.slideshare.net/dorianrichard/asek-core-arg
    • Thanks For WatchingVincent TeoDigitalmarketer.asia@interspherewww.linkedin.com/in/vincentteo