![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](https://image.slidesharecdn.com/transmediaadvertising-090615121910-phpapp01/85/Transmedia-Advertising-25-320.jpg)
Uploaded byIvan Askwith
Transmedia & Advertising
The document discusses how brands can leverage transmedia storytelling for marketing, emphasizing that storytelling can enhance brand engagement rather than just promote products. It provides examples including BMW and Audi, highlighting the impact of transmedia on audience reach and engagement. However, it cautions that not all brands may benefit from transmedia narratives, advocating for a strategic approach in their implementation.
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Transmedia & Advertising
- 1. Transmedia & Advertising what advertisers,marketers, brands and businesses can learn from transmedia storytelling #tsts_ivan
- 2. Ivan Askwith Senior ContentStrategist Big Spaceship TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith
- 3. how i endedup here, talking to you.
- 11. an interesting problem somemarketers aren’t interested in storytelling. most storytellers aren’t interested in marketing.
- 12. transmedia content doesn’t justpromote a product: it becomes part of the product.
- 13. how can companies& brands use transmedia storytelling?
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- 18. 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.”
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- 22. The company saysthe 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
- 25. 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
- 26. transmedia doesn’t just promotebrands & products. it also promotes itself.
- 28. just because youcan develop a transmedia narrative for your brand doesn’t mean you should.
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- 32. transmedia storytelling doesn’t alwayshelp enhance brands.
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- 35. • Orphan • FrenchColonial in North Africa (c 1890) • Taken in as a servant • Kidnapped by pirates • Becomes rich as a carpet merchant
- 36. transmedia narratives can beeffective as advertising & branding.
- 40. potential problems (1) Sometimestransmedia 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.
- 41. how can allcompanies & brands use transmedia storytelling? maybe some can’t.
- 42. de ning transmediastorytelling Transmedia stories are those which “unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole.”
- 43. de ning transmediastorytelling (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.
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- 48. what all businesses can(and should) learn from the rise of transmedia storytelling.
- 49. lessons from transmediastorytelling 1 focus on creating 2 a consistent, unified 3 experience across all 4 platforms.
- 50. lessons from transmediastorytelling 1 2 let each platform 3 do what it does best. 4
- 51. lessons from transmediastorytelling 1 each element needs 2 to work on its own terms, but should also 3 add something to the 4 larger experience.
- 52. lessons from transmediastorytelling 1 2 bring people together, 3 and give them something to do. 4
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