Lu SzlazakSOCIAL MEDIA MARKETING:TRANSMEDIA
Trans•me•diaStorytelling across multiple forms ofmedia, with each element making distinctivecontributions to a users under...
expand the story universe for an audience toview, play or use on different media and gadgets
FILM  Story: 2 hours             TV Episode: 45min            BookStory: 200 pages
viewer: passive   viewer                       player    consume       user      enjoy     forget                  active ...
fixed outlets   multiple outletslimited         multilinkedlinear          interactive“closed”        non-linear          ...
Brand control   Fan engagement       Actively engaged real-time viewers who must find suspense      and satisfaction in e...
Alternate reality game (ARGs)Too invasive – Asked too much – Did not take into account different type of players
http://www.contagiousmagazine.com/2010/06/coca-cola_12.php
Transmedia Storytelling
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Transmedia Storytelling

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Transmedia Storytelling

  1. 1. Lu SzlazakSOCIAL MEDIA MARKETING:TRANSMEDIA
  2. 2. Trans•me•diaStorytelling across multiple forms ofmedia, with each element making distinctivecontributions to a users understanding of thestory universe
  3. 3. expand the story universe for an audience toview, play or use on different media and gadgets
  4. 4. FILM Story: 2 hours TV Episode: 45min BookStory: 200 pages
  5. 5. viewer: passive viewer player consume user enjoy forget active or passive
  6. 6. fixed outlets multiple outletslimited multilinkedlinear interactive“closed” non-linear open
  7. 7. Brand control Fan engagement  Actively engaged real-time viewers who must find suspense and satisfaction in each single episode.  More reflective long-term audience who look for coherent patterns in the story as a whole.  Navigational viewer who takes pleasure in following the connections between different parts of the story and in discovering multiple arrangements of the same material.  People that are looking for involvement in communities, and wishing to share their point of views. Digital insight
  8. 8. Alternate reality game (ARGs)Too invasive – Asked too much – Did not take into account different type of players
  9. 9. http://www.contagiousmagazine.com/2010/06/coca-cola_12.php
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