Henri Weijo (PhD candidate at Aalto University School of Economics, Department of Marketing) explores transmedia storytelling, showing how many of its practices have already become commonplace in today's marketing. However, at the end of the presentation I outline ideas on where brands should be going next to really leverage transmedia. Part 2 / 2.

1. Teaching Old
Brands New Tricks
with Transmedia
Storytelling (2/2)
Henri Weijo
Aalto University, Marketing Dept.
Luxus Digital Week, 8.2.2012

2. NOTE: I had to split this
presentation into two (and
take away some of the
graphics) because of
Slideshare’s upload limit…
sorry. The original was, of
course, one presentation.

3. A few
examples"

4. The classic examples

5. Transmedia storytelling
• Transmedia changes the focus of
(marketing) planning, the idea of “world
building”  create a rich brand that can
be extended almost indefinitely
• “In transmedia each medium does what it
does best” (Jenkins, 2006)  influences
the selection of ”where the story goes
next” (e.g.TV vs. games?)
• Key ideas: mystery, drillability,
spreadability, continuity, immersion,
independence of works and subjectivity

6. ”
A good character can
sustain multiple narratives
and thus lead to a
successful movie franchise.
A good ’world’ can sustain
multiple characters (and
their stories) and thus
successfully launch a
transmedia franchise.”

7. In practice (24)
Scolari (2009)

8. Two things above all
• “Negative capability”: strategic gaps in
storytelling that entice consumers to
participate, speculate on “unanswered
questions”, create content etc. (Long,
2007)
• “Migratory cues”: (often aesthetic) cues
that link different texts together,
consumers use them to “navigate” the
world (Dineheart, 2008)
• Balancing participation and storytelling!

9. ”Lost” was masterful in
creating negative capability,
some questions were in fact
never answered

10. “Migratory cues” the Matrix hade
unique aesthetics and tonal style

11. •
Transmedia is not only about
long term big franchises, it can
be campaign-based, too
•
Most marketers are familiar
with transmedia through
alternate reality games (ARGs,
kinda ”transmedia light”)
•
This is probably the most
famous example…

14. #1 advantage of transmedia*
• Transmedia allows “tiering”, different
levels of consumer particiaption 
”real fans” get more engagement
opportunities, but you don’t lose the
casual fans
• Transmedia is really demanding for
consumers, almost too demanding
*Aside from the business synergy opportunities, that is

15. The typical disclaimer:
”
The overwhelming majority of
these examples are from the
entertainment industry. A
’regular’ brand could never
have a transmedia strategy!”
Or could it?

20. As said, a lot of
”transmedia practices”
have already crept into
contemporary marketing
communications
(as seen during Super Bowl 2012)

26. Probably the most impressive
contemporary (integrated)
marketing campaign (that isn’t
from the entertainment
industry) that featured
transmedia elements was...

28. While brands have
already learned a lot, I
still argue that there
needs to be a change in
brand thinking for brands
to fully to embrace
transmedia!

29. The goal should be:
From: ”How
…to: ”How to
to get
get our
transmedia
brand to
to work
work with
with our
transmedia?
brand?”…

30. Remember, archetypes
as the catalyst for
participation was the
lesson most marketers
have missed (in my
opinion)

39. ”
Will transmedia
storytelling enrich
popular culture or
make it more
formulaic?”
(I think: both, depending on
how you look at it)

40. Transmedia 2012?
• There’s a sense that the “hype” has
died
• ARGFest 2010: “ARGs are dead” 
feeling that transmedia isn’t all that it
could be
• Was transmedia a fad or did it just get
incorporated into the entertainement
biz + branding?

42. In conclusion
• Media business conglomeration and
media culture evolution drive this
change
• Pop culture / marketing becoming
increasingly self-referential and
formulaic  this is also what drives
participation
• Brands have already learned a lot,
but definitely could learn more!

43. Q&A?
(this presentation will be available on my Slideshare
account, just google ”Henri Weijo Slideshare” or
something)

44. In particular, check out these
transmedia PhDs:
• Geoffrey Long (2007) on migratory
cues and negative capability
• Christy Dena (2009) on Transmedia
practice
• (both are available online)

45. Some resources
• http://henryjenkins.org/2007/03/
transmedia_storytelling_101.html
• http://blogs.middlebury.edu/mediacp/
• http://henryjenkins.org/2009/08/
transmedia_storytelling_and_en.html
• http://dspace.mit.edu/bitstream/handle/
1721.1/39152/166227980.pdf?sequence=1
• http://cms.mit.edu/research/theses/
IvanAskwith2007.pdf
• http://henryjenkins.org/2006/12/
how_transmedia_storytelling_be.html
• http://www.cultureby.com/trilogy/2005/12/
transmedia_bran.html