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Unifying Game Day: Transmedia Storytelling in Sports

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You can’t talk about storytelling today without noting how technology has changed the way stories are distributed. Video games and websites or the big screen and second screens - brand stories today are systematically disbursed across multiple platforms in order to fit our contemporary lifestyles in a strategy called transmedia storytelling. This narrative approach is also used in professional and collegiate sports, giving fans an avenue to equally participate and consume consistent content that provides additional storylines to compliment the game day experience. This presentation explores sport as a transmedia property with examples of how it reflects fandom communities and business operations.

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Unifying Game Day: Transmedia Storytelling in Sports

  1. 1. Unifying Game Day TRANSMEDIA STORYTELLING IN SPORTS Tunisha J. Singleton, PhD
  2. 2. Transmedia Storytelling  Disbursement of story across multiple media channels to create a unified entertainment experience  Each medium adds something unique, contributing to the overall narrative, creating synergy Jenkins, H. (2007, March 22). Transmedia storytelling 101. Retrieved from http://henryjenkins.org/2007/03/transmedia_storytelling_101.html
  3. 3. One Source of Media is Not Enough
  4. 4. Gain stake in the experience by establishing a shared collective
  5. 5. Sports as a Transmedia Property
  6. 6. Head and Shoulder Programming Game/ Live Event Pre hype packages, training Post Interviews, replays Feature Stories documentaries, specials
  7. 7. ANCHOR MEDIUM: LIVE SPORTING EVENT Online WEBSITES (LEAGUE AND TEAM) DOCUMENTARIES/SHOULDER PROGRAMMING) BRANDED ENTERTAINMENT (NIKE, GATORADE, UNDER ARMOUR, ETC.) VERIFIED SOCIAL MEDIA SPECIALIZED NETWORKS (ESPN, FOX, NBC, ETC.) PODCASTS/RADIO/ APPS VIDEO GAMES
  8. 8. ANCHOR MEDIUM: LIVE SPORTING EVENT Offline GROUP VIEWING AT HOME VIEWING LIVE ATTENDANCE SOCIAL COMMUNITIES MERCHANDISE TRADING CARDS
  9. 9. ANCHOR MEDIUM: LIVE SPORTING EVENT Consumer Created SELFIES FAN FORUMS FANTASY LEAGUES LIVE TWEETING CULTRAL EXPERIENCE MEMES, GIFS, VIDEOS
  10. 10. Video Views 15.1 Billion Social Media Engagements 1.1 Billion 14 Million Subscribers 36 Million Likes 11.6 Million Followers 8.7 Million Followers WWE Instagram page has followers than NFL, MLB, ESPN, UFC, Taco Bell, Gatorade, HBO or the NHL.
  11. 11.  Professional leagues embracing social media as a game extension and opportunity to unify the sport experience
  12. 12. ” ““Transmedia storytelling weaves together individual strands of a story into a larger and richer interactive fabric and offers the audience multiple ways to participate, through content production, collaboration, and interaction. (RUTLEDGE, P. (2011, JANUARY 7). TRANSMEDIA STORYTELLING: THE REEMERGENCE OF FUNDAMENTALS. RETRIEVED FROM HTTP://WWW.PSYCHOLOGYTODAY.COM/BLOG/POSITIVELY-MEDIA/201101/TRANSMEDIA-STORYTELLING-THE- REEMERGENCE-FUNDAMENTALS
  13. 13. A Drive to be More than Consumers  Convergence Culture  Passive Consumer  Smart Fan  No more simple spectatorship  Apply energy and creativity to the game
  14. 14. Smart Fans Adopting Transmedia Emotion Engagement Experience Empowered consumers who take media into their own hands and create content. Participating and highly connected users who seek to satisfy their social identity. Contemporary consumer looking to quantify, track, and share their experiences using social and digital media technologies.
  15. 15. Drive Fan Engagement through Multiple Touchpoints
  16. 16. Technology Building Fandom Networks Sense of community Validation and encouragement Increase human communication, connections
  17. 17. Tunisha J. Singleton, PhD is a leading sports media psychologist who works to build synergy between branding and technology to create optimal fan experiences. She is also Director of Consulting Partnerships at Reality Science, LLC., the world’s first consulting collective of PhDs exceptionally devoted to the research needs of clients in emergent media and advanced technology sectors. For more information, visit http://reality.science or http://www.tunishajsingleton.com

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