Transmedia
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Transmedia storytelling involves distributing elements of a fictional story across multiple media platforms to provide a unified entertainment experience. It offers backstory, maps the fictional world, and provides different character perspectives to build brand equity and deepen audience engagement from passive to participatory. An example is The Matrix franchise, which expanded across animated shorts, comics, films, video games, and more. Transmedia aims to create an ecosystem for the brand and engage audiences across generations through different connected media.
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Transmedia
- 1. Transmedia Storytelling MKTG 6226 Pratyush Das & Tracey Tang @_pratyush_das @traceytcc
- 2. Transmedia Storytelling 101 A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of a unified and coordinated entertainment experience. - Henry Jenkins
- 4. The Matrix • Animated shorts • Comic books • Trilogy of action films • MMORPG game • Video games • Anthological graphic novel • Fan fiction/Fan theatre
- 5. Books Cartoon Movies Comics Fan fiction Video games Board games Toys
- 6. Why does it work? • Offers back story • Maps the world • Offers other character’s perspectives • Building brand equity • Deepens audience engagement – From passive to participation • Collaboration and connection Source: Henry Jenkins (2011)
- 7. Is transmedia only about Hollywood?
- 8. Dexter ARG (Alternate Reality Game) Emerged entertainment experience Source: JawboneTV
- 9. •Changed the perception of personal trainers •Highlighted the dangers of obesity •Engaged people through personal stories audience could relate to •BL success is due to its authenticity. •You can see the contestant work hard and sweat and you understand the effort that is required to make a change in your lifestyle.
- 10. The Biggest Loser Universe Books Club Workout DVD Meal Plan Resort Video Games
- 11. How to use Transmedia • Develop a brand story • Indentify your target audience • Select the best media channel to engage the audience Managerial Implication • Engage multiple audiences from different generation • Extend the life cycle of the brand • Goal: Create an ecosystem for your brand • The popularity of one media will increase the popularity of another
Editor's Notes
- A way of following stories between platforms and between media. Transmedia facilitates the move from pass viewing to participation. It’s about connection and collaboration. Multiple gateways to connect consumers over the digital franchise worldMedia covergence – different media cope with this over different platforms, play with the strength of each mediaSeparate and intertwining
- A way of following stories between platforms and between media. Transmedia facilitates the move from pass viewing to participation. It’s about connection and collaboration. Multiple gateways to connect consumers over the digital franchise worldMedia covergence – different media cope with this over different platforms, play with the strength of each mediaSeparate and intertwining
- Transmedia has been around for along time Matrix provide a simple example of transmedia story telling, whereas each elements contribute to part of the story. Background building, development, new characters, etc. The first movie was released in 1999. Story unfolds across 3 feature films, 20 comic books, 9 animated shorts, graphic novel, and continue to expand by the audience Example – The Matrix online Massively Multiplayer Online Role-Playing Game– 2nd game released in 2005, picks up the storyline from where Revolution endsStory book tells the creator’s storySuccess roots from the creative participation of the Wachowski brothers (either as directors/writers/producers) maintained the consistency of the story and acted as a gatekeeper of the entertainment experience for its audience.
- Star Wars is an example of seriality, which means the story unfolds over time. Each part of the story is unique in its own ways to attract different segments of the customersIt’s not just about franchising, which creates movie icons through different media channels, it is about engaging audience in the conversations and drive conversations to build the brand momentum. The brand is the story. Some say Star Wars did it simply by accident
- Effective in reaching and engaging the public spaceBrand equityEach element is unique in its own ways and plays in strengths of the mediumEach product is customized towards different segments of the market
- FOR THE LAUNCH OF 5th Season. Launched as an interactive game in Comic Con 2010, looking for clues in the conference to look for clues for the next victim, built a real life size of Dexter’s plastic wrapped kill room.App to engage user to develop their profiles and check-in at certain locations. Once a check-in is successful, collect points and more clues can be revealed once there are enough points. Other social media websites are used to broadcast and discuss clues and links to real locations in the city. A vintage watch was issued as a piece of clue and the bidding price went from $8 to $300. At the end of the ARG the audience vote together and elect the victim that gets killed in the next episode. United audiences from all over the world, generated 10,000 forum posts. The day after the ARG was finished, Dexter season 5 premier kicked off and it was the highest rated premier, ever. Controversial debates on ARG, It not so much of a story but it’s a single entertainment experience that is created through transmedia platforms. It will become a lifestyle experience.