They started in one platform and crossed to other, they are used to market films and tv shows, generated additional revenues, bring people back to TV or improve and extend the experience.
Cross-media not necessarily means success. Success brings audience involvement and participation and possession of story. Success brings a Brand… Reverse engineering: how can I set up the goal and try to build such a successful, or connect with my core audience and make them participate.
To understand why that happens, we need to go back in time. Stories and entertainment as a social connecter. To bring people together. Whatever is a bunch of teenagers taking photos of the Superbowl (Sean) or a bunch of TV producers watching a Football match.
The perfect context, Common event, which of us brought hour own Histories, country rivalry,… and that experience make most of us, even the ones that don’t like football to be part of it. Engagement accomplished.
The common experience created the context for this story. Not a random story but somehow it’s relevant (or at least is understand).
Going to a bigger scale, what that social connector means and how it changed. Liz and Adam talked about the abundance and scarcity. But it goes beyond that. Goes to scale and global connection.
Participants audience engagement strategy descriptions are usually what the producer wants to happen and not what he’s going to do for that to happen. A strategy is the plan you put in action for trying to achieve the goal.
Like in Orson Wells, Hitchcock, engagement happened because they had a goal/motivation (or a problem) and defined a plan to achieve that goal. Plan succeeded and audiences got really engaged.
Our 10 Commandments: 1. Projects that are character driven work best. 2. Whenever we did the “me too” approach we end up wasting money and time. 3. Define what’s important to us – GOAL. 4 Supporting actors. 5. It’s OK (and it’s recommended) to be different. 6 Try to lead your audience in your own way: marketing, spreading the word, generating the content you want them to do, etc. 8. Don’t try to be god! We are still humans. 9. You need partners overcome your lack of skills, funding, marketing, etc. 10. Funding--- except if you live in Canada, it’s still platform-by-platform based.
The Pixel Lab 2014_Nuno Bernardo_Setting Up A Cross-Media Path To Success
• beActive’s founder and CEO. A Film, TV and Digital
production company established in 2003 (Portugal, Ireland,
• Creator and Producer of Sofia’s Diary, Flatmates, Beat
Generation, Final Punishment and Aisling’s Diary, Cross-
media properties that were produced and adapted in Europe,
US/Canada and Latin America.
• Emmy-nominated writer producer of Beat Girl and Collider.
• Books, novels and Comic
• Games and Mobile Apps
• Blogs and Social Media profiles
• Licensed products
• Web series
• Prime-time TV Series
• Feature films
Stories and Characters
that are brought to life
Why we do it?
1. Cross-media allow us to control marketing and
distribution and lead on-line conversations.
2. We hope to tell better and more engaging stories.
3. Helps us to get leverage with Funders and Broadcasters.
4. A Cross-media approach generates additional revenues.
• Hunger Games
• Iron Man 3
• Despicable Me 2
• Man of Steel
• Game of Thrones
• Breaking Bad
• The Walking Dead
• Top Gear
• American Idol
All of the most successful Movies and TV Shows are now a
Cross-media or a Transmedia Experience.
They are multi-platform global entertainment brands
extended with on-line and off-line content offers.
Why we LOVE stories?
• Understand the world around us
• Social Connection
• Sense of Belonging
• Conversation topic
• Be heard
Stories in XXI Century
• No Story is self-contained to one media anymore.
• With Social Media and digital platforms, stories became a
living entity: they are discussed, shared, extended,
• They are consumed on-demand, anywhere, anytime.
• Story Brand is bigger than the Channel or Media itself.
• They are global.
All starts with the Story &
Stories and Characters
that are brought to life
… or a strong
Is this Marketing or Storytelling?
Audiences react better to organically made cross-media
experiences. Not marketing add-ons, but something that
enriches the story and creates a sense of community.
If you plan how your story will roll-out on
different media, you can lead the conversation.
Audience Engagement Strategy
1. Viral Videos: How will you make a video go Viral?
2. A Game/App: Who’s the publisher, where it will be sold, how it will
be promoted? Why the gameplay is compelling?
3. UGC: How will the user find the rules page with the call to action?
What is the motivation for the user to send you his videos? What
he/she gets in return?
4. A Facebook page: Why he should follow, comment, share, like the
FB page? How you promote it? How I know about it?
5. Platform: How users found? Why should they use it? What’s there
advantage? How will make them come back every week?
Engagement is not a feature, It’s a consequence
of you doing something right!
What we learned so far…
1. Story and characters are key in Cross-media.
2. It’s not a checklist of “cool” things you may do.
3. It needs to serve your end goal.
4. Needs to serve your Mona Lisa: character, brand, story, key media.
5. There’s no template: adjust to your funding, skills…
6. It should allow you engage with your target audience and to lead the
7. Set up your goals and always ask Why?
8. Cross-Media or Transmedia is a step-by-step journey.
9. You will need partners to help you to achieve your goals.
10. Funding is still platform driven.
How to Pitch