Pamela Rutledge: Transmedia Storytelling for Branding & Education

TRANSMEDIA STORYTELLINGCreating Engagement and Meaning forOrganizations, Brands, Education, and Practice Pamela Rutledge, PhD, MBA @pamelarutledge 2012 APA Annual Convention, Orlando, Florida August 2, 2012 #apatransmedia

Pamela Rutledge, PhD, MBA • Director, Media Psychology Research Center • Faculty, Massachusetts School of Professional Psychology and Instructor, UCIrvine Extension • Blogger, Psychology Today, Positively Media • Consultant & speaker: Transmedia storytelling for brands, visual and data design, interactive design for optimal engagement, social impact of technologyORGANIZATIONS & BRANDS

25% WATCH TV ONLINE

1 IN 4 USE YOUTUBE

53% USERS PLAY GAMES

90 MILLION IPADS BY 2015

69% MULTI-TASK MEDIA

2009: 300 MILLION 2011: 10 BILLIONhttp://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/

Mass Media Model: One to ManyONE TO MANY

Network Model: Many to ManyMANY TO MANY

IT’S A WHOLE NEW WORLD

WHAT IS IT?WHAT• STORY • Unfolds across platforms • Each piece adds something unique and valuable • Motivates user to find others Henry Jenkins• USERS Convergence Culture • Join at different places • Participate and contribute content

SO WHATTransmedia content doesn’t promote a product: itbecomes part of the product•It starts with the story, not the brand or product•The brand becomes part of the story’s universe•The audience is transported into the universe by thestory•The audience connects with the brand as a participantand a co-creator

WHY Persuasion Audience Connection Financial Impact

ANCIENT PRACTICE

ANCIENT PRACTICE NEW TECHNOLOGY

3 ACT STRUCTURE 2 n Conflict Fa tio llin Ac 1 g 3 g Ac sin tio Ri nExposition Denouement/Resolve

Traditional Story PathTRADITIONAL STORY PATH

Transmedia ContentTRANSMEDIA CONTENT

Transmedia ContentMULTIPLE PATHS

Case Study: The Three Little PigsCASE STUDY: 3 PIGS Wolf: Website Pig 1: Website Wolf: Ning Network Pig 1: Anime for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Cooking Pig 3: Dialogue Blog Cookbook Pig 3: YouTube Pig 3: Fan Page VideosFull description at http://athinklab.com/transmedia-storytelling/case-study-example-the-three-little-pigs/

Will Barbie Take Ken Back? CASE STUDY: KEN & BARBIE

CASE STUDY: HAPPINESS

CASE STUDY: CELIA & CHLOE

CASE STUDY: JAY-Z

CASE STUDY: TOMS

NOW WHAT ? • Branding and Marketing SO WHAT ? • Non-Profits • Advocacy Campaigns • Education • Corporate Training #apatransmedia

OverviewOVERVIEW• Transmedia storytelling is a way of looking at the world with a 360 degree view• Stories allow the message to be heard and experienced• Emotional engagement at multiple levels and to a wider audience• Creates audience investment through participation and co-creation

Key FactorsKEY FACTORS • Emotional engagement – Core story with universal metaphors – Opportunities for empathy & narrative transportation – Clear protagonist and conflict – Defined world values and rules • Cognitive engagement – Coherent meta-narrative – Media pieces additive and consistent to story – Designed gaps, mysteries, and narrative spaces • Social engagement – Design for participation and sharing – Enable social validation and identity • Technology is only a tool • Respect the audience

QUESTIONS?

TRANSMEDIA STORYTELLING Pamela Rutledge, PhD, MBA pamelarutledge@gmail.com #apatransmedia THANK YOU

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Pamela Rutledge: Transmedia Storytelling for Branding & Education

by Pamela Rutledge on Aug 26, 2012

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