This document discusses transmedia storytelling, which involves telling stories across multiple platforms and formats using digital technologies. It provides the definition of transmedia as developing stories across multiple forms of media to deliver unique content over multiple channels. The document notes that the internet has changed traditional linear storytelling by allowing audience participation and user-generated content. An example of transmedia storytelling, Collapsus, is described as looking at the near future of energy and allowing interaction. Some benefits of transmedia storytelling in marketing are provided, like how The Dark Knight experiment engaged over 10 million participants. The document concludes with advice on how to benefit from transmedia storytelling in marketing.

2. Spreading The Digital Love!
Transmedia – Reinventing the art of
storytelling
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3. “Not long ago we were spectators, passive
consumers of mass media. Today, we are
media.”
– Frank Rose ”The Art of Immersion”

4. Transmedia: the definition
• Transmedia storytelling is the technique of telling
stories across multiple platforms and formats
using current digital technologies, not to be
confused with traditional cross-platform media
franchises, sequels or adaptations.
A transmedia production will develop stories
across multiple forms of media in order to deliver
unique pieces of content over multiple channels.
source: Wikipedia – http://en.wikipedia.org/wiki/Transmedia_storytelling

5. What happened to traditional
storytelling?

6. Short answer:
The internet happened

7. • The internet is teaching us new ways of
storytelling. Narratives are no longer linear and
more often than not are told, or at least informed,
by the participation of a consumer
community.
• After centuries of linear storytelling, we are
witnessing the emergence of a new form of
narrative – one that’s native to internet in the
same way the novel is native to the print.

8. Why is this happening?

9. • As soon as the audience can step in, create
content and direct, they do so.
• That’s why the old model crumbles. We know
that just from looking at the numbers. Box office
sales, DVD sales, music sales have all
plummeted in recent years.

10. So now it’s all about
participation

11. • Transmedia storytelling is converging the worlds
of movies, TV, gaming, social media, advertising
and adding to it real life & real people –>
participation.
• Transmedia story is the creation of information
through experiences we can relate and
interact with.

12. Transmedia storytelling
example: Collapsus

13. • Collapsus looks into the near future and shows
you how the imminent energy transition affects a
group of ten young people, who appear to be
caught up in an energy conspiracy.

14. Collapsus walkthrough

15. Some charasteristics of
transmedia

16. 1. The blurring of author and audience: Whose
story is it?
2. The blurring of story and game: How do you
engage with it?
3. The blurring of entertainment and marketing:
What function does it serve?
4. The blurring of fiction and reality: Where does
one end and the other begin?

17. Why use transmedia storytelling?

18. “I can’t order people – I have no authority –
but as a marketer I have the responsibility
to get people excited. If you take
responsibility to make something
interesting, to tell a story that people
choose, – that’s marketing.”
– Seth Godin

19. Sounds complicated? Well it’s
not.
It’s just different from what we
are used to.
That is why it takes a bit more
effort than it used to.

20. In the middle of difficulty lies
opportunity...

21. Most marketers aren’t interested
in storytelling.
Most storytellers aren’t interested
in marketing.
Here’s you chance!

22. Transmedia in marketing:
examples

23. • Batman – The Dark Knight was a transmedia
experiment with over 10 million participants
in over 75 countries that played across
hundreds of web pages, interactive games,
mobile phones, print, email, real world
events, video and unique collectibles.

24. Warner Bros – Dark Knight

25. • Coca-Cola created the Happiness Factory – a
virtual world of characters living inside a vending
machine. The series lives across multiple
channels, including commercials, interactive
video games, and a musical soundtrack that
features a variety of artists.

26. Happiness Factory – A documentary

27. • Brisk Machete is a minute-long stop-motion
video in which Danny Trejo reprises his role in
Robert Rodriguez's Machete movie on behalf of
Brisk Iced Tea.

28. Brisk Iced Tea – Machete

29. Transmedia sounds great!
But how can I benefit from all
this?

30. Try doing this:
1. Create a consistent brand story
2. Bring people together and give them
something to do.
3. Make sure the experience across all platforms
is unified.
4. Let each platform do what it does best.

31. “It’s not about ROI. It’s about
ROE – return on engagement.”
-Brendan Howley, Fresh Baked Entertainment

32. Sources
• Frank Rose
• Seth Godin
• Jawbone.tv
• Fresh Baked Entertainment
• 42 Entertainment

33. Books
• Frank Rose: The Art of Immersion
• Teresa Iezzi: The Idea Writers
• Daniele Fiandaca & Patrick Burgoyne: Digital
Advertising: Past, Present and Future
• Carolyn Handler Miller: Digital Storytelling