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Pamela Rutledge: Transmedia Storytelling for Branding & Education

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Presentation at American Psychological Association National Convention 2012.

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Pamela Rutledge: Transmedia Storytelling for Branding & Education

  1. 1. TRANSMEDIA STORYTELLINGCreating Engagement and Meaning forOrganizations, Brands, Education, and Practice Pamela Rutledge, PhD, MBA @pamelarutledge 2012 APA Annual Convention, Orlando, Florida August 2, 2012 #apatransmedia
  2. 2. Pamela Rutledge, PhD, MBA • Director, Media Psychology Research Center • Faculty, Massachusetts School of Professional Psychology and Instructor, UCIrvine Extension • Blogger, Psychology Today, Positively Media • Consultant & speaker: Transmedia storytelling for brands, visual and data design, interactive design for optimal engagement, social impact of technologyORGANIZATIONS & BRANDS
  3. 3. 25% WATCH TV ONLINE
  4. 4. 1 IN 4 USE YOUTUBE
  5. 5. 53% USERS PLAY GAMES
  6. 6. 90 MILLION IPADS BY 2015
  7. 7. 69% MULTI-TASK MEDIA
  8. 8. 2009: 300 MILLION 2011: 10 BILLIONhttp://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/
  9. 9. Mass Media Model: One to ManyONE TO MANY
  10. 10. Network Model: Many to ManyMANY TO MANY
  11. 11. IT’S A WHOLE NEW WORLD
  12. 12. WHAT IS IT?WHAT• STORY • Unfolds across platforms • Each piece adds something unique and valuable • Motivates user to find others Henry Jenkins• USERS Convergence Culture • Join at different places • Participate and contribute content
  13. 13. SO WHATTransmedia content doesn’t promote a product: itbecomes part of the product•It starts with the story, not the brand or product•The brand becomes part of the story’s universe•The audience is transported into the universe by thestory•The audience connects with the brand as a participantand a co-creator
  14. 14. WHY Persuasion Audience Connection Financial Impact
  15. 15. ANCIENT PRACTICE
  16. 16. ANCIENT PRACTICE NEW TECHNOLOGY
  17. 17. 3 ACT STRUCTURE 2 n Conflict Fa tio llin Ac 1 g 3 g Ac sin tio Ri nExposition Denouement/Resolve
  18. 18. Traditional Story PathTRADITIONAL STORY PATH
  19. 19. Transmedia ContentTRANSMEDIA CONTENT
  20. 20. Transmedia ContentMULTIPLE PATHS
  21. 21. Case Study: The Three Little PigsCASE STUDY: 3 PIGS Wolf: Website Pig 1: Website Wolf: Ning Network Pig 1: Anime for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Cooking Pig 3: Dialogue Blog Cookbook Pig 3: YouTube Pig 3: Fan Page VideosFull description at http://athinklab.com/transmedia-storytelling/case-study-example-the-three-little-pigs/
  22. 22. Will Barbie Take Ken Back? CASE STUDY: KEN & BARBIE
  23. 23. CASE STUDY: HAPPINESS
  24. 24. CASE STUDY: CELIA & CHLOE
  25. 25. CASE STUDY: JAY-Z
  26. 26. CASE STUDY: TOMS
  27. 27. NOW WHAT ? • Branding and Marketing SO WHAT ? • Non-Profits • Advocacy Campaigns • Education • Corporate Training #apatransmedia
  28. 28. OverviewOVERVIEW• Transmedia storytelling is a way of looking at the world with a 360 degree view• Stories allow the message to be heard and experienced• Emotional engagement at multiple levels and to a wider audience• Creates audience investment through participation and co-creation
  29. 29. Key FactorsKEY FACTORS • Emotional engagement – Core story with universal metaphors – Opportunities for empathy & narrative transportation – Clear protagonist and conflict – Defined world values and rules • Cognitive engagement – Coherent meta-narrative – Media pieces additive and consistent to story – Designed gaps, mysteries, and narrative spaces • Social engagement – Design for participation and sharing – Enable social validation and identity • Technology is only a tool • Respect the audience
  30. 30. QUESTIONS?
  31. 31. TRANSMEDIA STORYTELLING Pamela Rutledge, PhD, MBA pamelarutledge@gmail.com #apatransmedia THANK YOU

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