Meghan Gargan's presentation on Transmedia Storytelling from a marketing and branding perspective. This was presented at Geekend 2011 in Savannah Georgia. Learn more about transmedia storytelling and Meghan at www.meghangargan.com.
- At the heart, every communication is storytelling – it’s ultimately what we do and how we communicate with each other. Transmedia storytelling takes this idea further and creates a story universe which participants can become completely immersed within a story and interact with it. Telling a story across multiple platforms, which each piece contributing to the story universe – adding more details and knowledge to those who are consuming the material. Each piece of content should be able to stand alone, but ultimately contribution greater meaning to the story. Not a retelling, don’t use the same story material but packaged within a different medium, but rather adding new details and insight to a story, characters, background or plot. Each medium does what it does bestTransmedia is modern storytelling where people can hunt and gather information, which do this naturally, but it’s what people have come to expect in their storytelling
Franchise is the most popular and used most commonly within the entertainment industry. Many of you have probably participated in a transmedia experience without even knowing that you are doing it. The Matrix, Harry Potter Portmanteau is a favorite for transmedia experiences that unfold in real time or over a set period of time. They are most commonly used for TV shows, How I Met Your Mother, Mad Men, Burn Notice, Mad Men, The Office
Fan communities are validated and celebrated, brand takes center stage, invites vs. interupts, story is timeless, fall in love with the story and the story world
Become a virtual employee, ads unfoled more details of the happiness factory, Did the commercial, Widen + Kennedy, Coke wanted more and partnered with Starlight Entertainment, a transmedia production house in NYCInvites versus interuptsCelebrates and rewards fansBrand takes center stageStorytelling is timeliness, unlike branded entertainment
Twitter responses, video responses, most viewed channel on YouTube, won over female audiences.
Microsite with a slideshow explaining the history of Barbie and Ken’s relationshipPartnership with Magnolia’s Bakery and Dylan’s Candy store in NYCTimes Square Jumbo Tron AdsSocial Media – foursquare, facebook, twitter – interacted with fans, would post tips and hints about the next move or give more insight into what the dolls were thinkingMatch.com video- Ken signs up and finds Barbie on there. Crowd sourced, taps into fan loyalty but also creates touch points for newer generations and fans.
Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling
Transmedia Storytelling Connecting Consumers to Brands through Modern Storytelling Meghan Gargan Strategy Director, Likeable Media @meghangargan | www.meghangargan.com #geekendTS
WHAT ISTRANSMEDIA STORYTELLING • Multiple platforms/touch points. • Each piece contributes something valuable and new (story world). • Not re-telling a story through different media. • Each medium used for what it does best. • Hunting & Gathering – consumer expectations.
WHAT IS THE VALUE OF TRANSMEDIA STORYTELLING FORBRANDS • Storytelling is timeless – brand lifespan is extended beyond a campaign window. • Authentic and natural brand messaging, no sales pitch required, the consumers come to the brand. •Multiple entry points into a branded story, rewards loyal fan with more insight, info, engagement. • Deeper level of engagement with fans, LONGER engagement with fans. •Invites vs. Interrupts
TRANSMEDIA CASE STUDY:COCA-COLA: HAPPINESSFACTORY Most successful commercials in brand history. •Interactive Video Game •Additional TV/Print Ads •Comics/Teen Magazines •Four-minute Featurette •Musical Soundtrack
TRANSMEDIA CASE STUDY: OLD SPICE: OLD SPICE GUYResults: Sales went up 107% from a year ago, Facebook fan interactionwent up by 800%, Twitter followers increased 2,700%, Old Spice becamethe most watched YouTube channel. #1 men’s body wash.
TRANSMEDIA CASE STUDY: MATTEL: BARBIE & KEN REUNITEResults: From Jan-Feb 2011, 34% increase in Barbie Facebook fans and 200% inengagement, on Feb. 14th Barbie & Ken were tweeted @ every 2 mins,#BarbieandKen trending topic, 5 million page views.
TRANSMEDIA IN OTHER INDUSTRIESEDUCATION & ACTIVISM • Non-profit providing support for the LGTB community • Website, Book, User-Generated Content, YouTube, Social Media • Department of Education grant to explore using transmedia storytelling for education.
DEBUNKING TRANSMEDIA STORYTELLINGMYTHS1. TRANSMEDIA IS A FAD2. TRANSMEDIA IS EXPENSIVE TO PRODUCE3. TRANSMEDIA IS FOR GEEKS & NERDS4. TRANSMEDIA IS THE SAME AS INTEGRATED MARKETING OR CROSS MEDIA STORYTELLING5. TRANSMEDIA IS A GLORIFIED ARG6. TRANSMEDIA IS ONLY FORENTERTAINMENT FRANCHISES
DON’T LEAVE ME HANGINGQUESTIONS?THANK YOU!@meghangargan | firstname.lastname@example.org | www.meghangargan.com