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Transmedia & Advertising

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Transmedia &
Advertising
what advertisers, marketers, brands and businesses
can learn from transmedia storytelling




#ts...
Ivan Askwith
Senior Content Strategist
Big Spaceship

TWITTER
@ivanovitch

WEB
think.bigspaceship.com

SLIDES
slideshare.n...
how i ended up here,
talking to you.

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Transmedia & Advertising

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Description

"Transmedia & Advertising: What Advertisers, Marketers, Brands & Businesses Can Learn from Transmedia Storytelling" - presentation from "The Story To Sell", a conference on transmedia storytelling held in Amsterdam on 11 June 2009. Presentation by Ivan Askwith, Senior Content Strategist at Big Spaceship

Transcript

  1. Transmedia & Advertising what advertisers, marketers, brands and businesses can learn from transmedia storytelling #tsts_ivan
  2. Ivan Askwith Senior Content Strategist Big Spaceship TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith
  3. how i ended up here, talking to you.
  4. an interesting problem some marketers aren’t interested in storytelling. most storytellers aren’t interested in marketing.
  5. transmedia content doesn’t just promote a product: it becomes part of the product.
  6. how can companies & brands use transmedia storytelling?
  7. example 2: bmw lms/driver
  8. After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more lms added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight lms.”
  9. =
  10. The company says the game has generated four times more online buzz for the A3 compact car, has engaged more than 200,000 people in a single day, and has attracted 79 percent more quali ed visitors to the Audi Web site, as compared with previous efforts. "The Art of the Heist represents a true innovation in the way Audi connects with its target consumer." Stephen Berkov Director of Marketing Audi of America
  11. Coca-Cola’s Happiness Factory [has been developed] as a virtual world of characters and storylines that has impacted sales of Coke globally and will provide revenue streams that can be exploited through the likes of comics, videogames and lms. Jonathan Mildenhall VP of Global Advertising & Creative Excellence The Coca-Cola Company
  12. transmedia doesn’t just promote brands & products. it also promotes itself.
  13. just because you can develop a transmedia narrative for your brand doesn’t mean you should.
  14. ?
  15. ?
  16. ?
  17. transmedia storytelling doesn’t always help enhance brands.
  18. Grant McCracken
  19. • Orphan • French Colonial in North Africa (c 1890) • Taken in as a servant • Kidnapped by pirates • Becomes rich as a carpet merchant
  20. transmedia narratives can be effective as advertising & branding.
  21. potential problems (1) Sometimes transmedia narratives promote themselves, instead of brands or products. (2) Just because a brand can be integrated into a transmedia narrative doesn’t mean it should be. (3) Not all brands bene t from the creation of detailed transmedia narratives; some get hurt.
  22. how can all companies & brands use transmedia storytelling? maybe some can’t.
  23. de ning transmedia storytelling Transmedia stories are those which “unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole.”
  24. de ning transmedia storytelling (1) Unfolds across multiple media platforms with each part making a unique and valuable contribution to the whole. (2) Each medium should do whatever it does best. (3) At best, each part is self-contained to make it accessible on its own terms, without the rest of the components. (4) The vision needs to be consistent and uni ed; if it is redundant or self-contradicting, participants will notice. (5) Can attract multiple audiences by using different approaches, in different media, to reach each group. (6) The logic shifts from “licensing” to “co-creation.” (7) Can form communities when it brings people together and gives them something to do.
  25. transmedia storytelling transmedia planning
  26. Faris Yakob
  27. Media Neutral Planning
  28. Transmedia Planning
  29. what all businesses can (and should) learn from the rise of transmedia storytelling.
  30. lessons from transmedia storytelling 1 focus on creating 2 a consistent, unified 3 experience across all 4 platforms.
  31. lessons from transmedia storytelling 1 2 let each platform 3 do what it does best. 4
  32. lessons from transmedia storytelling 1 each element needs 2 to work on its own terms, but should also 3 add something to the 4 larger experience.
  33. lessons from transmedia storytelling 1 2 bring people together, 3 and give them something to do. 4
  34. Thank You. Questions? TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith

Description

"Transmedia & Advertising: What Advertisers, Marketers, Brands & Businesses Can Learn from Transmedia Storytelling" - presentation from "The Story To Sell", a conference on transmedia storytelling held in Amsterdam on 11 June 2009. Presentation by Ivan Askwith, Senior Content Strategist at Big Spaceship

Transcript

  1. Transmedia & Advertising what advertisers, marketers, brands and businesses can learn from transmedia storytelling #tsts_ivan
  2. Ivan Askwith Senior Content Strategist Big Spaceship TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith
  3. how i ended up here, talking to you.
  4. an interesting problem some marketers aren’t interested in storytelling. most storytellers aren’t interested in marketing.
  5. transmedia content doesn’t just promote a product: it becomes part of the product.
  6. how can companies & brands use transmedia storytelling?
  7. example 2: bmw lms/driver
  8. After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more lms added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight lms.”
  9. =
  10. The company says the game has generated four times more online buzz for the A3 compact car, has engaged more than 200,000 people in a single day, and has attracted 79 percent more quali ed visitors to the Audi Web site, as compared with previous efforts. "The Art of the Heist represents a true innovation in the way Audi connects with its target consumer." Stephen Berkov Director of Marketing Audi of America
  11. Coca-Cola’s Happiness Factory [has been developed] as a virtual world of characters and storylines that has impacted sales of Coke globally and will provide revenue streams that can be exploited through the likes of comics, videogames and lms. Jonathan Mildenhall VP of Global Advertising & Creative Excellence The Coca-Cola Company
  12. transmedia doesn’t just promote brands & products. it also promotes itself.
  13. just because you can develop a transmedia narrative for your brand doesn’t mean you should.
  14. ?
  15. ?
  16. ?
  17. transmedia storytelling doesn’t always help enhance brands.
  18. Grant McCracken
  19. • Orphan • French Colonial in North Africa (c 1890) • Taken in as a servant • Kidnapped by pirates • Becomes rich as a carpet merchant
  20. transmedia narratives can be effective as advertising & branding.
  21. potential problems (1) Sometimes transmedia narratives promote themselves, instead of brands or products. (2) Just because a brand can be integrated into a transmedia narrative doesn’t mean it should be. (3) Not all brands bene t from the creation of detailed transmedia narratives; some get hurt.
  22. how can all companies & brands use transmedia storytelling? maybe some can’t.
  23. de ning transmedia storytelling Transmedia stories are those which “unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole.”
  24. de ning transmedia storytelling (1) Unfolds across multiple media platforms with each part making a unique and valuable contribution to the whole. (2) Each medium should do whatever it does best. (3) At best, each part is self-contained to make it accessible on its own terms, without the rest of the components. (4) The vision needs to be consistent and uni ed; if it is redundant or self-contradicting, participants will notice. (5) Can attract multiple audiences by using different approaches, in different media, to reach each group. (6) The logic shifts from “licensing” to “co-creation.” (7) Can form communities when it brings people together and gives them something to do.
  25. transmedia storytelling transmedia planning
  26. Faris Yakob
  27. Media Neutral Planning
  28. Transmedia Planning
  29. what all businesses can (and should) learn from the rise of transmedia storytelling.
  30. lessons from transmedia storytelling 1 focus on creating 2 a consistent, unified 3 experience across all 4 platforms.
  31. lessons from transmedia storytelling 1 2 let each platform 3 do what it does best. 4
  32. lessons from transmedia storytelling 1 each element needs 2 to work on its own terms, but should also 3 add something to the 4 larger experience.
  33. lessons from transmedia storytelling 1 2 bring people together, 3 and give them something to do. 4
  34. Thank You. Questions? TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith

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