Transmedia Development & The New World Model

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DAY 2 of my communications planning bootcamp at the Miami Ad School on transmedia theory, application and a potential ROI model...

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Transmedia Development & The New World Model

  1. 1. DAY  2:   Transmedia  Development   &  The  New  World  Model                          Gunther Sonnenfeld Principal | Digital Brand Strategist ThinkState -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  
  2. 2. As chaotic and far- reaching as it is, MEDIA, as a practice, has already begun to COLLAPSE onto itself.
  3. 3. ©  Gunther  Sonnenfeld  &  Adam  Goldberg  2009  
  4. 4. The >>>PULL market is creating new service layer BUNDLING in which publishers, networks and content portals are being forced into T-R-A-N-S-I-T-I-O-N as consolidated yet unacquainted entities, who retain different or conflicting agendas and most often operate against the tide of INVENTORY and DEMAND.
  5. 5. ©  Gunther  Sonnenfeld  &  Adam  Goldberg  2009  
  6. 6. In between these layers, advertisers and consumers are REDEFINING THEIR RELATIONSHIPS (or they are creating new ones), and the role of agencies is fast becoming one in which these new relationships are facilitated and nurtured.
  7. 7. In other words, agencies have become CONTENT PRODUCERS and EDITORIAL EXPERTS, not just buyers of media, creators of ad campaigns, or the orchestrators of PR stunts.
  8. 8. BRANDS have become PUBLISHERS .!
  9. 9. THE GOOD NEWS: there is more and more content to choose from.
  10. 10. THE BAD NEWS: there are more and more ways to distribute it >>>>>>
  11. 11. THE SOLUTION: mass collaboration that increases everybody’s piece of the pie.
  12. 12. BUT NOT SO FAST. All of this content has to be actionable for the consumer. It has to mean something, and be something. More importantly, it has to make
  13. 13. REDEFINING THE PLANNING " "PROCESS!
  14. 14. ©  Gunther  Sonnenfeld  2009  
  15. 15. What  if  we   no  longer  had  to   look  at  media   ini2a2ves  as   separate  from   BUSINESS   SOLUTIONS?  Or   beAer  yet,  separate   from  NEW   BUSINESSES?  
  16. 16. Further, what if CAUSES, of all types, were PROFITABLE to everyone involved???
  17. 17. It all begins and lives on with good " STORYTELLING.!
  18. 18. STORIES are the creation and/or reorganization of information through experiences we can relate to and interact with.
  19. 19. “Perhaps  it’s  not  that   ‘BRANDED  CONTENT’:  MOST   adver2sing  is  failing  but  brand   OFTEN  SERVED  AS  THE  COCKTAIL   experiences  (both  on-­‐  and   WITHOUT  THE  PUNCH.   offline)  are  really  what  are   capturing  the  imagina2on  of   [unlike  these  guys   today’s  consumer.”   <<<<<<<<<<<^^^^^^^^^^^^]                                                                                                                   -­‐  Garrick  Schmi<,  Group  VP  of   Experience  Planning,  Razorfish    
  20. 20. 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.    
  21. 21. IDEAS  and  messages,  like   content,  can  come  from   ANYWHERE.  The  key   to  their   ADOPTION  is  in   WHAT  THEY  actually  DO,   or,  what  they  SUGGEST   they  can  do,  rather  than   just  what  they  SAY.    
  22. 22. “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.”    - Michael Fox, Founder of Humanitainment
  23. 23. Make no mistake about it: PHENOMENA SPREAD QUICKLY, and they must be managed, maintained and CARED FOR… … like VIRUSES.
  24. 24. We’ve chosen to AUGMENT REALITY as a means to bring us perspective. In the hopes that we can be brought closer to the TRUTH. But at what CO$T OR GAIN?
  25. 25. WHAT TRANSMEDIA IS AND CAN BE…!
  26. 26. “Transmedia  stories  are  those   which  ‘unfold  across  mul2ple   media  placorms  with  each   new  text  making  a  dis2nc2ve   and  valuable  contribu2on  to   the  whole.’”                                                                                                                       -­‐Henry  Jenkins,  Father  of   Transmedia,  Director  of  the  MIT   ComparaPve  Studies  Program   "There  are  short  stories  and   mul2-­‐volume  epics;  transmedia   narra2ve  is  a  way  of  conveying   messages,  themes,  and  stories  -­‐-­‐   a  tool  or  methodology  if  you  will.   We  try  to  dis2nguish  transmedia   narra2ve  implementa2on  from   standard  terminology  such  as   adver2sing  campaigns,  although   the  two  can  co-­‐exist  or  overlap."                                                                                                                                 -­‐  Jeff  Gomez,  Transmedia  Pioneer,   CEO  of  Starlight  Runner   Entertainment    
  27. 27. “Transmedia doesn’t just promote brands and products. It also promotes itself.”                                     -Ivan Askwith, Senior Strategist, Big Spaceship
  28. 28. ‘STORYMAKING’ VERSUS ‘STORYTELLING’ STORYMAKING STORYTELLING INVOLVES INVOLVES THE THE INTERPRETATION OF ACTIVATION OF LEGACY, THAT LEGACY WITHIN THE AND THE BIRTH OF AN CONTEXT OF EXPERIENCE. IDEA.
  29. 29. KEN EKLUND POINTS TO EXTRACTING MYTHOLOGY FROM CIRCUMSTANCE AND MAKING IT AN ACTIVE PART OF CULTURE. WHAT JENKINS HAS ALSO ESTABLISHED AS ‘HARVESTING’. BIRTHERS HARVEST AND PROLIFERATE IDEAS. IDEAS ARE THE FABRIC OF OUR EXISTENCE, BECAUSE THEY CAN T-RA-N-S-C-E-N-D TIME AND SPACE.
  30. 30. TRANS media ition migration lation gression continental narrative fusion itivity mission lucent act ceive cription cultural disciplinary SCENDENT                                                              
  31. 31. With TRANSMEDIA, the OPPORTUNITY to extract the potential of advertising, media or literary OBJECTS and formalize them into vibrant, ongoing NARRATIVES is always available to us. In fact, they BEG for it.
  32. 32. CAUSES ARE THE backdrop FOR OUR LEGACIES, OUR IMMORTALITY.! CAUSES, AND THEIR RESULTING STORIES, ARE THE very balance THAT COMPRISES THE MEDIUM.! FROM THERE, THE POSSIBILITIES ARE limitless.! " "Let’s EXPLORE.!
  33. 33. transMEDIA PLANning .  
  34. 34. “Content  isn’t  king,  it’s   now  a  Republic.”      -­‐Faris  Yakob,  Chief  Technology   Strategist,  McCann  Erickson    
  35. 35.    CAUSES [plus]
  36. 36. ©  Gunther  Sonnenfeld  2009  
  37. 37. =   [equals] THE NEW model
  38. 38. Sustainability isn’t just a function of our environment. It’s a function of reciprocity, a fiduciary responsibility that allows us to look over each other’s shoulders… and to keep the human fires burning.!
  39. 39. ©  Gunther  Sonnenfeld  2009  
  40. 40. Planners, media buyers, analysts, developers and account people who are skeptical will inevitably ask: “Stories don’t necessarily sell product or services, why should we care?”
  41. 41. [The answer:] Because you can sell more of everything, without having to actually sell anything.
  42. 42. It doesn’t matter where the story came from, what matters is where it goes. From there, the decision to purchase has already been made.
  43. 43. We already know that people are willing to pay for premium content. So disguise advertising content as entertainment (if you must), then buying a product or service becomes the easy part.
  44. 44. In truth, a narrative never really dies, it just keeps reinventing itself. 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).
  45. 45. ©  Gunther  Sonnenfeld  2009  
  46. 46. “Go  into  the  world  and   do  well.  But  more   importantly,  go  into   the  world  and  do   good.”                  -­‐  Minor  Myers  Jr.,  former   President  of  Illinois  Wesleyan   University    
  47. 47. THANK YOU FOR PARTICIPATING. (see you tomorrow ;)

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