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Transmedia &
Advertising
what advertisers, marketers, brands and businesses
can learn from transmedia storytelling




#tsts_ivan
Ivan Askwith
Senior Content Strategist
Big Spaceship

TWITTER
@ivanovitch

WEB
think.bigspaceship.com

SLIDES
slideshare.net/ivanaskwith
how i ended up here,
talking to you.
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
an interesting problem

some marketers aren’t
interested in storytelling.

most storytellers aren’t
interested in marketing.
transmedia content
doesn’t just promote a
product: it becomes
part of the product.
how can companies & brands use
transmedia storytelling?
example 2:
bmw lms/driver
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
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.”
Transmedia & Advertising
Transmedia & Advertising
=
The company says the 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
Transmedia & Advertising
Transmedia & Advertising
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
transmedia doesn’t just
promote brands & products.
it also promotes itself.
Transmedia & Advertising
just because you can develop a
transmedia narrative for your brand
doesn’t mean you should.
?
?
?
transmedia storytelling
doesn’t always help
enhance brands.
Grant McCracken
Transmedia & Advertising
• Orphan
• French Colonial in
  North Africa (c 1890)

• Taken in as a servant
• Kidnapped by pirates
• Becomes rich as a
  carpet merchant
transmedia narratives
can be effective
as advertising & branding.
Transmedia & Advertising
Transmedia & Advertising
Transmedia & Advertising
potential problems
(1) Sometimes transmedia 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.
how can all companies & brands use
transmedia storytelling?

maybe some can’t.
de ning transmedia storytelling

             Transmedia stories are
             those which “unfold across
             multiple media platforms
             with each new text making
             a distinctive and valuable
             contribution to the whole.”
de ning transmedia storytelling
    (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.
transmedia storytelling




transmedia planning
Faris Yakob
Media Neutral Planning
Transmedia Planning
what all businesses
can (and should)
learn from the rise of
transmedia storytelling.
lessons from transmedia storytelling




   1
               focus on creating
   2
               a consistent, unified
   3           experience across all
   4
               platforms.
lessons from transmedia storytelling




   1

   2          let each platform
   3          do what it does best.
   4
lessons from transmedia storytelling




   1           each element needs
   2           to work on its own
               terms, but should also
   3
               add something to the
   4           larger experience.
lessons from transmedia storytelling




   1

   2           bring people together,
   3           and give them
               something to do.
   4
Thank You.
Questions?


TWITTER
@ivanovitch

WEB
think.bigspaceship.com

SLIDES
slideshare.net/ivanaskwith

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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 Content Strategist Big Spaceship TWITTER @ivanovitch WEB think.bigspaceship.com SLIDES slideshare.net/ivanaskwith
  • 3. how i ended up here, talking to you.
  • 11. an interesting problem some marketers aren’t interested in storytelling. most storytellers aren’t interested in marketing.
  • 12. transmedia content doesn’t just promote a product: it becomes part of the product.
  • 13. how can companies & brands use transmedia storytelling?
  • 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.”
  • 21. =
  • 22. The company says the 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 promote brands & products. it also promotes itself.
  • 28. just because you can develop a transmedia narrative for your brand doesn’t mean you should.
  • 29. ?
  • 30. ?
  • 31. ?
  • 35. • Orphan • French Colonial in North Africa (c 1890) • Taken in as a servant • Kidnapped by pirates • Becomes rich as a carpet merchant
  • 36. transmedia narratives can be effective as advertising & branding.
  • 40. potential problems (1) Sometimes transmedia 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 all companies & brands use transmedia storytelling? maybe some can’t.
  • 42. de ning transmedia storytelling 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 transmedia storytelling (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.
  • 48. what all businesses can (and should) learn from the rise of transmedia storytelling.
  • 49. lessons from transmedia storytelling 1 focus on creating 2 a consistent, unified 3 experience across all 4 platforms.
  • 50. lessons from transmedia storytelling 1 2 let each platform 3 do what it does best. 4
  • 51. lessons from transmedia storytelling 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 transmedia storytelling 1 2 bring people together, 3 and give them something to do. 4