This document discusses transmedia entertainment marketing, which involves telling a branded story across multiple platforms while engaging consumers. It can provide opportunities to build attention, interest, desire and action for a product through an immersive experience. Examples are given of how transmedia could be used for a new product launch through live events, videos, puzzles and rewards on different platforms. Location-based marketing and augmented reality are also discussed as ways to integrate offline and online experiences. The presentation emphasizes that transmedia should pull consumers in through compelling entertainment rather than feel like advertising, in order to build emotional connections and brand affinity.

1. Transmedia Entertainment Marketing

2. This Presentation
• Transmedia Entertainment Marketing
• Benefits of transmedia storytelling
• Developing transmedia entertainment
• Integrated marketing communications
• Next steps

3. 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
• Transmedia entertainment marketing
– branded entertainment that’s co-created with
consumers; multi-platform; dynamic; engaging

4. Transmedia Entertainment Marketing
• Telling a story across multiple platforms
• Built on social media & social networks
• Co-created entertainment experience with
consumers
• Provides bridges between platforms to get
consumers to point of purchase (online or in
store)
• Opportunity to be responsive/dynamic
• Provides new consumer insights

5. Entertainment and AIDA
Attention Interest Desire Action
Product Placement & Branded Entertainment
Transmedia Entertainment Marketing
Transmedia Entertainment Marketing presents
opportunity to integrate sales promotion but has to be
done correctly without damaging the credibility and
authenticity of the entertainment.

6. It’s not advertising
• Pull marketing rather than push marketing
– consumers seek it out and don’t try to avoid it
– content they want to share with friends
– content that generates word-of-mouth
• Entertainment that’s valued by the targeted
consumer group and therefore:
– stronger emotional connection to consumer
– builds brand affinity
• When co-created with consumer, opportunity for
new insights

7. Working with you
• Define the project
• Develop the creative
• Design the experience
• Deliver and operate
• Hand-over

8. Possible Objectives 1 of 2
• Awareness
– Maintain or boost brand awareness
– Reach beyond the usual or core consumer
– Assist in profiling and recruiting influential consumers
– Generate press (old & new media)
• Advocacy
– Increase consumer advocacy
– Reward or empower advocates
– Accelerate and amplify buzz around brands and products
that have the “wow” factor
– Generate fans and followers

9. Possible Objectives 2 of 2
• Revitalization
– Create a “wow” factor around dull or undifferentiated
products
– Generate word-of-mouth around low involvement
products
– Re-position against competitors
• Sales
– Generate indirect sales through all the above
– Increase in direct sales by increasing consumer closer
proximity to point of purchase, combine with sales
promotion

10. Integrated Marketing Communications
• Advertising
• Sales Promotion
Transmedia
• Events and Experiences
Entertainment
• Public Relations and Publicity Marketing
• Interactive Marketing
Can fit within your IMC
• Word of Mouth Marketing or utilize the IMC approach
• Direct Marketing
• Personal Selling

11. Transmedia project: Colour Bleed
Phase One: Two Months Phase Two: Two Months
Real World
Live performance
Business Cards
Conclusion on
same night
Bar codes (newspapers etc)
Cinema screening
URL to main site
filmed
screening
Online
Code found in clues
Email invitation to attend with event details
GPS of secret location
Our Video
Live streaming
instruction
uploaded
UG Video
reward
URL
Code found in clues
Unlocked URLs
Website (“History of Colour”)
Rabbit hole
instruction
Phase 1: ARG sites & Puzzle
Reward!
Reward!
Reward!
Phase 2: ARG (Becky’s website )
clues
Graphic Novel

12. New Product Launch example
Real World Brand marketing is baked into transmedia
Live performance entertainment.
Business Cards
Brand motives are transparent & honest yet it’s
Bar codes (newspapers etc)
Cinema screening
“all about the narrative” and not “all about me”.
URL to main site
filmed
screening
Online
GPS of secret location
Our Video
Live streaming
uploaded
UG Video
Website (“History of Colour”)
Rabbit hole
Phase 1: ARG sites & Puzzle
TV ads builds tease and emotional connection
Reward!
Reward!
Reward!
Phase 2: ARG (Becky’s website )
Graphic Novel
Live flash dance and UG video builds
engagement
Integrated Marketing Special sample packs provide story content: have
narrative value in addition to trial of product
Advertising ARG provides coupons as rewards as well as
narrative content. Could be stand-alone coupon
Point of Sale or better: tear sheet in comic book
Limited edition packaging and point-of-sale
display provides game clues to complete online
Packaging
puzzle
Coupons Final cinema screening offers another chance for
narrative-themed product samples and direct
sponsorship
Samples

13. Location-based Marketing
• Proliferation of GPS cellphones and mobile
devices offer a multitude of opportunities for
location-based marketing
• Promotional opportunities such as those
offered by FourSquare & GoWalla are only the
beginning
• Huge opportunity to integrate LbM into an
integrated, transmedia entertainment
experience

14. Augmented Reality
• Opportunity for creative use of (store) location
• Opportunity to drive offline activities, online

15. Next steps
• Goals
• Scope
• Success criteria
• Target audience
– Definition; Where they gather; Quality expectations; Engagement
• Business case
• Team

16. www.transmediastoryteller.com
The online service for interactive, cross-media
content delivery, management and
measurement
Robert Pratten
twitter.com/zenfilms