Digital Shoreditch: the basics of transmedia planning
Digital Shoreditch Festival venturethree v3 for Transmedia planning 101 #ds12 #transmedia
Transmedia planning 101 venturethree “Looking down our list of winners, it feels as if the digital transformation of our industry is almost complete. There isnt a single campaign that doesnt use interactive in some innovative way at the heart of what it does. Its not just about putting a video on YouTube - each one of these things has a deep point of interaction with the audience and I think this is the first year weve seen that.” - Ian Tait W+K, on Cannes 2011 winners
Transmedia planning 101 venturethree What if... the days of “ integrated”were over?
Transmedia planning 101 venturethree Integrated planning is: Source: http://farisyakob.typepad.com/
Transmedia planning 101 venturethree Integrated is made to fill in media spaces not to fuel conversations.
Transmedia planning 101 venturethree What if... People could pull off brand stories themselves?
Transmedia planning 101 venturethree Transmedia story-telling is inspired by the video game and movie industries.
Transmedia planning 101 venturethree Integrated planning equals: Brand Big idea Target audience Mass media dominance Big ad produced Set of result
Transmedia planning 101 venturethree Transmedia planning equals: One brand Multiple ideas to express it Multiple crowds Infinite meeting places Many content produced Loads of results to crunch
Transmedia planning 101 venturethree Advertising is made for simplicity. The simpler = the $$.
Transmedia planning 101 venturethree But it is losing efficiency Other industries are talking to the same people, they have made assumptions on complexity and have proven strong results. Why don’t we take inspiration from them to evolve the way we advertise to people? They assumed things advertising don’t: - people are smart -people are social beings, crowds help each other and share information (World of Warcraft, AI, MEGAUPLOAD) - people build their own stories from pieces they find on their own (whether it is for entertainment or a car to purchase, ref: Google ZMOT http://www.zeromomentoftruth.com/) - lots of small tactics compiled can be as efficient as one big thing.
Transmedia planning 101 venturethree We have to deal with a new relationship between content, consumers and channels.