TRANSMEDIA
SSLA Transmedia Lunch + Learn

1
DEFINITIONS
2
‘Transmedia is a fancy word for a simple concept: telling stories across
multiple platforms.”

- Tim Kring, creator, ‘Hero...
STORYTELLING
Stories give us context and context helps us with understanding.
We are wired for narrative construction
STORYTELLING
They also inspire and motivate people to action
TRANSMEDIA = DIGITAL STORYTELLING

6
HISTORY
7
STORYTELLING YESTERDAY

8
9
BUT ONE THING REMAINS THE SAME

10
BUT ONE THING REMAINS THE SAME
the story

11
ORIGINS OF TRANSMEDIA COME FROM TWO CAMPS:
FILMMAKING + GAME DESIGN
Write a story for your brand and let people talk about...
“TRANSMEDIA DOESN’T JUST
PROMOTE A PRODUCT:
IT BECOMES PART OF THE PRODUCT”

13
RETHINKING STORYTELLING

14
THE REAL WORLD
AS PLATFORM
(OR, BRIDGING
THE DIGITAL/
PHYSICAL DIVIDE)

15
“The simple fact is, we’re physical creatures. We’re
hardwired to respond to cues in the physical
environment. That’s not ...
17

NIKE CHALKBOT
EA SPORTS
BALLS TO BRITS

18
JAY-Z & BING DECODED

19
SWEDISH POSTAL’S “STEFFAN THE SWOPPER”
20
FACEBOOK LIKEBELT

21
“As connected devices and
services continue to develop,
filmmakers will be able to
place a story layer over the
real world...
A STORYWORLD, NOT A STORYLINE
PARTICIPATION
MULTI-PLATFORM, NOT CROSS-PLATFORM
BLURRING OFFLINE/ONLINE EXPERIENCES

PARTICIPATION

http://www.youtube.com/watch?v=z5w2CNB9clw
GAMING MECHANICS + AUDIENCE-DRIVEN
NARRATIVE
SO WHAT?
why does all of this matter?

27
VALUE TO BRANDS?
DIGITAL STORYTELLING ALLOWS US TO
TRANSFORM...
STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGES
29
DIGITAL STORYTELLING ALLOWS US TO
TRANSFORM...
STATIC CONTENT DYNAMIC CONTENT
PASSIVE AUDIENCE PARTICIPATION
INFORMATIVE M...
THE KEY HERE IS CONTEXTUALIZED CONTENT
31
THE STORY IS OUR CONSTANT
BUT TELLING THIS STORY IS OUR VARIABLE

32
THANKS

See you on the internets.

33
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Transmedia 101

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Recently presented a lunch and learn about Transmedia with my colleague Robert Moritz.

Published in: Marketing, Technology, Business
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Transmedia 101

  1. 1. TRANSMEDIA SSLA Transmedia Lunch + Learn 1
  2. 2. DEFINITIONS 2
  3. 3. ‘Transmedia is a fancy word for a simple concept: telling stories across multiple platforms.” - Tim Kring, creator, ‘Heroes’ 3
  4. 4. STORYTELLING Stories give us context and context helps us with understanding. We are wired for narrative construction
  5. 5. STORYTELLING They also inspire and motivate people to action
  6. 6. TRANSMEDIA = DIGITAL STORYTELLING 6
  7. 7. HISTORY 7
  8. 8. STORYTELLING YESTERDAY 8
  9. 9. 9
  10. 10. BUT ONE THING REMAINS THE SAME 10
  11. 11. BUT ONE THING REMAINS THE SAME the story 11
  12. 12. ORIGINS OF TRANSMEDIA COME FROM TWO CAMPS: FILMMAKING + GAME DESIGN Write a story for your brand and let people talk about it. 12
  13. 13. “TRANSMEDIA DOESN’T JUST PROMOTE A PRODUCT: IT BECOMES PART OF THE PRODUCT” 13
  14. 14. RETHINKING STORYTELLING 14
  15. 15. THE REAL WORLD AS PLATFORM (OR, BRIDGING THE DIGITAL/ PHYSICAL DIVIDE) 15
  16. 16. “The simple fact is, we’re physical creatures. We’re hardwired to respond to cues in the physical environment. That’s not going to change.” —Frank Rose Author of The Art of Immersion 16
  17. 17. 17 NIKE CHALKBOT
  18. 18. EA SPORTS BALLS TO BRITS 18
  19. 19. JAY-Z & BING DECODED 19
  20. 20. SWEDISH POSTAL’S “STEFFAN THE SWOPPER” 20
  21. 21. FACEBOOK LIKEBELT 21
  22. 22. “As connected devices and services continue to develop, filmmakers will be able to place a story layer over the real world. Inanimate objects and physical locations will become an opportunity to extend stories and engage audiences in ways that propel 21st-century storytelling." —Lance Weiler Story Architect 22
  23. 23. A STORYWORLD, NOT A STORYLINE
  24. 24. PARTICIPATION MULTI-PLATFORM, NOT CROSS-PLATFORM
  25. 25. BLURRING OFFLINE/ONLINE EXPERIENCES PARTICIPATION http://www.youtube.com/watch?v=z5w2CNB9clw
  26. 26. GAMING MECHANICS + AUDIENCE-DRIVEN NARRATIVE
  27. 27. SO WHAT? why does all of this matter? 27
  28. 28. VALUE TO BRANDS?
  29. 29. DIGITAL STORYTELLING ALLOWS US TO TRANSFORM... STATIC CONTENT PASSIVE AUDIENCE INFORMATIVE MESSAGES 29
  30. 30. DIGITAL STORYTELLING ALLOWS US TO TRANSFORM... STATIC CONTENT DYNAMIC CONTENT PASSIVE AUDIENCE PARTICIPATION INFORMATIVE MESSAGES INTERACTIVE MESSAGES 30
  31. 31. THE KEY HERE IS CONTEXTUALIZED CONTENT 31
  32. 32. THE STORY IS OUR CONSTANT BUT TELLING THIS STORY IS OUR VARIABLE 32
  33. 33. THANKS See you on the internets. 33
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