1. @Caitlin_Burns
Caitlin Burns

2. Transmedia Storytelling
A process where elements of a
story are systematically told
across multiple delivery channels
for the creation of a larger,
coordinated experience.

4.
Movie Book Game Typical Media Franchise
Whole is less than the sum of
its parts: dissatisfying
conclusion to consuming all
media
Movie Book Game Transmedia
Whole is more satisfying than
the sum of the parts: euphoria
in collecting and connecting
the pieces

7. @Caitlin_Burns
Caitlin Burns

16. Results
Books Videogames
Web Portals Toys

19. The Problem:
• Most successful commercial in the
history of the brand? What next?

20. Deep Dive into the Development of the Story World

21. Solution:
Transmedia Rollout Strategy
• Driving Platform: Short Animation
• Supporting Platforms: Lots of them.
• Localization: 5 Continents
• Long-Term Planning

22. McDonald’s
Happy Meal Transmedia!
Rollout
Milestone 4
Implementation
Channels
Exterior
Cartoon
Network
Mini-Series
Licensing,
Apparel,
Milestone 10
Target Stores
Party Goods, Box Set
Special Graphic Automotive
DVD Release
Novels
Milestone 3
Milestone 6
Milestone 7
Milestone 8
ilestone 9
M
2002
2003
! 2004
2005
2006
Cartoon Network Cartoon Cartoon Cartoon
1st
Network 2nd
Network 3rd
Network 4th
Video game
Animated Animated Animated Animated
from THQ
Feature
Feature
Feature
Feature
Milestone 1
Milestone 2
Milestone 5
Limited Edition Cars
Launch of 5
Rollout Rollout
& Action Figures
Channels
J-Pack,
Computer
Acceleracers
Interior
Mini-comics and Animated Toy Line &
first video
Feature
Animated
(DVD & TV)
Video Packs
TV Commercials Comics Rollout
Web portal
Begin
Continues- 30 refreshed and
issues
downloadable
Online Web
Animated content
Hot Wheels
Portal Opens
Museum Tie-in

23. Results:
• Now Hiring, Brower Game on 4 Continents

24. Results:
Monthly Magazine Advertorials & Inserts

25. Results:
• Comics in Teen Magazines

26. Results:
• Combined with Outdoor, Street Events,
Mobile, Web and Point of Purchase

27. Results:
• Culminates with 4-Minute Animation

28. Happiness Factory
Transmedia Implementation
Results*
• Becoming a global franchise with multiple outlets
• 4-minute animation becomes event TV in dozens of nations
• Coke’s global volume sales rise 4% during this period
• Coca-Cola shares up from $42 to $60 during this period
*Results confirmed by Coca-Cola VP Global Advertising Jonathan Mildenhall

29. Criteria For Successful Transmedia
Franchises

30. Deep, rich world
with Past, Present & Future

31. Compelling Storylines &
Story Arc Development

32. Convincing Presentation that takes the
World and Viewer Seriously

33. Internal Logic & Consistency

34. Timeless Themes that are
Simple but Artfully Presented

35. Cultivation, Validation &
Celebration of Fan Base

36. Extensions that Maintain
Quality & Brand Integrity

37. Interwoven
Storylines &
Continuity Across
Platforms &
Product Lines

38. Careful Market
Segmentation

39. Attention to Quality,
Detail & Coordination

40. Details Matter

41. Creative Visionary
& I.P. Stewards

42. Good Stories
Transcend National Boundaries

43. Localization and
Customization

44. No Story is an Island

45. Every creator must reach out
to find like minded experts
to help them realize their
dreams

46. Multiplatform Business
Models
You are greater
than the sum
of your parts.

47. Increasing Collaboration
&
Coproduction

48. Be sure who you are working with.
Be sure what your role is.
Be realistic about what you can accomplish.
Be Clear

49. National Governments
and Global Foundations
are using
this technique as a model
for economic development.

53. It is not enough that you simply speak to
your audience, you must inspire them.

54. @Caitlin_Burns