Transmedia development gs gulltaggen_keynote

Transmedia Development,[object Object],& The New World Model,[object Object],<Keynote – April 28th, 2010>,[object Object],Gunther Sonnenfeld, Principal | ThinkState,[object Object],-------------------------------------------------------------------------------------------------------------------,[object Object]

creation of possibility,[object Object]

context,[object Object],content,[object Object],consensus,[object Object],cause,[object Object],co-creation,[object Object],experience,[object Object]

collective intelligence |,[object Object],sentience |,[object Object],value systems |,[object Object],media transcendence,[object Object]

WHAT TRANSMEDIA IS AND CAN BE…,[object Object]

“Transmedia stories are those which ‘unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole.’” -Henry Jenkins, Father of Transmedia, Director of the MIT Comparative Studies Program,[object Object],"There are short stories and multi-volume epics; transmedia narrative is a way of conveying messages, themes, and stories -- a tool or methodology if you will. We try to distinguish transmedia narrative implementation from standard terminology such as advertising campaigns, although the two can co-exist or overlap." - Jeff Gomez, Transmedia Pioneer, CEO of Starlight Runner Entertainment,[object Object]

“Transmedia doesn’t just promote brands and products. It also promotes itself.” -Ivan Askwith,[object Object]

‘STORYMAKING’ VERSUS ‘STORYTELLING’ ,[object Object],STORYMAKING INVOLVES THE ACTIVATION OF LEGACY, AND THE BIRTH OF AN IDEA.,[object Object],STORYTELLING INVOLVES THE INTERPRETATION OF THAT LEGACY WITHIN THE CONTEXT OF EXPERIENCE.,[object Object]

becoming a “transmedialist”,[object Object]

As chaotic and far-reaching as it is, MEDIA, as a practice, has already begun to COLLAPSEonto itself.,[object Object]

The problem with ‘branded content’ is that it PRESUPPOSES two fundamental things: that it is of GOOD QUALITY, and that brands are AUTOMATICALLY IMPORTANT or relevant. ,[object Object]

“An interesting problem (we face) — some marketers aren’t interested in storytelling. Most storytellers aren’t interested in marketing.”,[object Object],- Ivan Askwith, Director of Strategy, Big Spaceship,[object Object]

- As articulated by Scott Walker,[object Object]

Yet storytelling is the very fiber of why we exist.,[object Object],And further, why we make purchases.,[object Object],Stories give us something to believe in, before and after a purchase is made.,[object Object],Or, when we simply can’t.,[object Object]

INTEGRATED MEDIA VERSUS TRANSMEDIA,[object Object],INTEGRATED (linear),[object Object],< campaign/promotion >,[object Object],channel,[object Object],TRANSMEDIA (non-linear),[object Object],campaign/promotion ,[object Object],campaign/promotion ,[object Object],campaign/promotion ,[object Object],campaign/promotion ,[object Object],campaign/promotion ,[object Object],campaign/promotion ,[object Object],narrative,[object Object]

REDEFINING THE PLANNING PROCESS,[object Object]

What if we no longer had to look at media initiatives as separate from BUSINESS SOLUTIONS? Or better yet, separate from NEW BUSINESSES?,[object Object]

Further, what if CAUSES, of all types, were PROFITABLE to everyone involved???,[object Object]

It all begins and lives on with good STORYTELLING.,[object Object]

With TRANSMEDIA, the OPPORTUNITY to extract the potential of advertising, media or literary OBJECTS and formalize them into vibrant, ongoing NARRATIVESis always available to us.,[object Object], In fact, they BEG for it.,[object Object]

STORIES are the creation and/or reorganization of information,[object Object], through experiences we can relate to and interact with.,[object Object]

“We are living in a time where technology enables us, and the state of the world requires us, to use new media not only as a revolutionary marketing tool, but as way to galvanize the consumer to participate in transforming the future. 21st century branding is not just about making consumers’ lives better... It’s about making the world better.”,[object Object], - Michael Fox, Founder of Humanitainment,[object Object]

transMEDIA,[object Object],PLANning.,[object Object]

“Content isn’t king, it’s now a Republic.”,[object Object], -FarisYakob, Chief Innovation Officer, MDC Partners,[object Object]

CAUSES,[object Object],[plus],[object Object]

=,[object Object],[equals],[object Object],THENEW ,[object Object],model,[object Object]

Planners, media buyers, analysts, developers and account people who are skeptical will inevitably ask:,[object Object],“Stories don’t necessarily sell product or services, why should we care?” ,[object Object]

[The answer:],[object Object],Because you can sell more of everything, without having to actually sell anything.,[object Object]

It doesn’t matter where the story came from, what matters is where it goes.,[object Object],From there, the decision to purchase has already been made.,[object Object]

In truth, a narrative never really dies, it just keeps reinventing itself. ,[object Object],So keep selling campaigns [if you must], but remember that to consumers, brands are forever. Until we convince them otherwise (which we are good at doing).,[object Object]

context & relatedness,[object Object]

value co-creation,[object Object]

EXPERIENCE,[object Object],story,[object Object],story,[object Object],CAUSE,[object Object],SERVICE,[object Object],PRODUCT,[object Object],story,[object Object],story,[object Object],CONTENT,[object Object]

Contextualize,[object Object],Narrate,[object Object],Productize,[object Object],Deliver,[object Object]

legacy experiences,[object Object]

source: John Kim,[object Object]

KEN EKLUND POINTS TO EXTRACTING MYTHOLOGY FROM CIRCUMSTANCE AND MAKING IT AN ACTIVE PART OF CULTURE.,[object Object],WHAT JENKINS HAS ALSO ESTABLISHED AS ‘HARVESTING’.,[object Object],BIRTHERS HARVEST AND PROLIFERATE IDEAS.,[object Object],IDEAS ARE THE FABRIC OF OUR EXISTENCE, BECAUSE THEY CAN T-RA-N-S-C-E-N-D TIME AND SPACE.,[object Object]

CAUSES ARE THE backdrop FOR OUR LEGACIES, OUR IMMORTALITY.,[object Object],CAUSES, AND THEIR RESULTING STORIES, ARE THE very balance THAT COMPRISES THE MEDIUM.,[object Object],FROM THERE, THE POSSIBILITIES ARE limitless.,[object Object], Let’s EXPLORE.,[object Object]

TRANSmedia,[object Object],ition,[object Object], migration,[object Object],lation,[object Object],gression,[object Object], continental,[object Object], narrative,[object Object], fusion,[object Object],itivity,[object Object], mission,[object Object], lucent,[object Object], act,[object Object],ceive,[object Object],cription,[object Object], cultural,[object Object], disciplinary,[object Object],SCENDENT,[object Object]

Transmedia development gs gulltaggen_keynote

Transmedia development gs gulltaggen_keynote

Recommended

More Related Content

What's hot

What's hot(6)

Similar to Transmedia development gs gulltaggen_keynote

Similar to Transmedia development gs gulltaggen_keynote(20)

More from Gunther Sonnenfeld

More from Gunther Sonnenfeld(8)

Recently uploaded

Recently uploaded(15)

Transmedia development gs gulltaggen_keynote