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Open Storyworlds for Brand Marketing


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The potential of transmedia storytelling to create outstanding brand experiences.

Published in: Business, News & Politics

Open Storyworlds for Brand Marketing

  1. 1. Open Storyworlds for Brand Marketing DIYDAYS LA Friday 28th October 2011, Los Angeles Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  2. 2. Robert PrattenCEO & Founder, Transmedia Storyteller Ltd
  3. 3. This presentation• Applying transmedia storytelling to commercial problems• Why open storyworlds are great for brand experiences
  4. 4. Brand options in entertainment• Product placement – product is dropped into shot; better if product benefits integrated into story• Branded entertainment – entertainment that aligns with brand attributes and reflects brand personality• Branded transmedia entertainment – branded entertainment experience that’s co- created with consumers; multi-platform; dynamic; engaging
  5. 5. Branded Transmedia Experiences• Telling a story across multiple platforms• Built on social media & social networks• Co-created with consumers• Provides bridges between platforms to get consumers to trial product• Opportunity to be responsive/dynamic• Provides new consumer insights
  6. 6. How is transmedia storytelling important to brands?
  7. 7. Integrated Marketing Communications• Advertising• Sales Promotion Opportunity for• Events and Experiences Transmedia• Public Relations and Publicity Storytelling• Interactive Marketing Can fit within your IMC• Word of Mouth Marketing or utilize the IMC approach• Direct Marketing• Personal Selling
  8. 8. Shopper’s journey (loop)© Stu Lewin, BTL Brands @BTLBrands
  9. 9. Hierarchy of consumer social needs
  10. 10. Rules of engagement
  11. 11. Consumer needs vs Brand goals• Sit back & lean forward• Online & Offline• My story, my time vs their story, their time – Their story is created through the opportunities, tools, content and events I provide through my story
  12. 12. What’s the solution?
  13. 13. Participation matrix
  14. 14. Virtuous circle
  15. 15. Open storyworld• Audience (consumer) free to explore on their own terms – time, manner, place.• Multiple entry points• Engagement/exploration
  16. 16. Linear story
  17. 17. Branching narrative decision point alternative endings A B C
  18. 18. Open storyworld exposition plot point character detail
  20. 20. Worlds apart
  21. 21. Pervasive entertainment
  22. 22. Transmedia storytelling offers:• Engagement opportunities matched to a range of consumers (expressive, competitive, explorative, collaborative)• Joined-up thinking – Brand narrative – Campaign narrative – Participation strategy – Content strategy – Media strategy (paid, earned, owned)
  23. 23. The End Robert Pratten @robpratten UK: +44 207 193 4567 USA: +1 415 287 4150