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Open Storyworlds for Brand Marketing
            DIYDAYS LA
           Friday 28th October 2011, Los Angeles


                 Robert Pratten
      CEO & Founder, Transmedia Storyteller Ltd
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
This presentation
• Applying transmedia storytelling to
  commercial problems

• Why open storyworlds are great for brand
  experiences
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
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
How is transmedia storytelling
   important to brands?
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
Shopper’s journey (loop)




© Stu Lewin, BTL Brands @BTLBrands
Hierarchy of consumer social needs
Rules of engagement
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
What’s the solution?
Participation matrix
Virtuous circle
Open storyworld
• Audience (consumer) free to explore on their
  own terms – time, manner, place.
• Multiple entry points
• Engagement/exploration
Linear story
Branching narrative
    decision point    alternative endings


                           A



                           B


                           C
Open storyworld
               exposition
                            plot point




 character detail
Linear Campaign + Open Storyworld


AUDIENCE-DRIVEN
PARTICIPATION




TIME-DEPENDENT
CAMPAIGN
Worlds apart
Pervasive entertainment
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)
The End




          Robert Pratten
           robert@tstoryteller.com
                @robpratten
            UK: +44 207 193 4567
            USA: +1 415 287 4150

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Open Storyworlds for Brand Marketing

  • 1. Open Storyworlds for Brand Marketing DIYDAYS LA Friday 28th October 2011, Los Angeles Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  • 2. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  • 3. This presentation • Applying transmedia storytelling to commercial problems • Why open storyworlds are great for brand experiences
  • 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. 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. How is transmedia storytelling important to brands?
  • 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. Shopper’s journey (loop) © Stu Lewin, BTL Brands @BTLBrands
  • 9. Hierarchy of consumer social needs
  • 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
  • 15. Open storyworld • Audience (consumer) free to explore on their own terms – time, manner, place. • Multiple entry points • Engagement/exploration
  • 17. Branching narrative decision point alternative endings A B C
  • 18. Open storyworld exposition plot point character detail
  • 19. Linear Campaign + Open Storyworld AUDIENCE-DRIVEN PARTICIPATION TIME-DEPENDENT CAMPAIGN
  • 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. The End Robert Pratten robert@tstoryteller.com @robpratten UK: +44 207 193 4567 USA: +1 415 287 4150