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YOUR
LIFE A
     IS

TRANSMEDIA
EXPERIENCE
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                                        anel at
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                                     tive 2011
          http://panelp
                       icker.sxsw.com
                                     /ideas/view/7
                                                  292
“	

  Transmedia is a fancy
  word for a simple
  concept: telling
  stories across multiple
  platforms.”
  —Tim Kring, creator, “Heroes”
Transmedia means
a story could start
out here…
And continue here…
                The ABC show, Castle, follows the fictional mystery
                writer Richard Caste and his crime-solving partner,
                NYPD detective, Kate Beckett. Castle’s novel,
                Naked Heat, which he penned during the show’s
                first season, was released both as a plot point in the
                course of the show’s story arc, and, simultaneously,
                as a real-life book, published by Hyperion. The
                hardcover even made it onto the New York Times
                Bestseller list!
When characters from the hit AMC show Mad Men, first appeared on
Or here…   Twitter and began interacting with fans and one another, these
           unauthorized, fan-created profiles sparked major controversy with the
           network. But AMC quickly recognized the value of allowing its most
           iconic characters to live, breathe, and tweet, among the show’s fans.
           Now, character twitter accounts are quickly becoming a natural
           standard for character-driven entertainment.




            Or	
  here…	
  
Also, here…




The premise for HBO’s True Blood is that a new synthetic-blood drink has allowed vampires to
“come out of the coffin,” as it were, and live openly among humans. To promote the show,
advertisements for the new Tru:Blood beverage brand began popping up in billboards and
magazines all over the country, bringing a key part of show’s fantastical story into reality.
What began as a couple of clever TV
And, of course, here.   spots featuring a hilariously suave
                        caricature of, literally, The Man Your
                        Man Could Smell Like, has created a
                        bonafide pop culture icon. The
                        campaign’s expanded narrative has
                        evolved with 186 personalized video
                        responses to various Twitter users—
                        which led Old Spice to become the
                        No. 1 all-time most-viewed sponsored
                        channel on YouTube. The “Old Spice
                        Guy” was even spotted at Comic Con,
                        entering Marvel’s costume contest.
Stories don’t stay
 put. They travel
 across all media
   platforms….
Just like we do.
With every status update,
photo upload, location
check-in, and “like” we click...
…transmedia is
not just how we
consume
entertainment,
it’s how we
experience the
story of our lives.
“Your Life Is A
 Transmedia Experience”
 This panel will delve into cutting-edge transmedia applications and
 approaches, as well as the social implication of transmedia experiences in our
 daily lives. You’ll walk away with a unique, new perspective on how to create
 not just a captivating transmedia narrative, but a culture-defining experience.




 Vote for this panel at: http://panelpicker.sxsw.com/ideas/view/7292
Panelists:



Jenka Gurfinkel cut her       Hilary Read led the          Marta Kagan is the          Jan Libby is the creator
teeth over a decade in       concept and design           Managing Director, US,      of the popular indie
music culture before         development for the          for Espresso, and the       ARGs, Sammeeeees,
becoming a digital           launch of Electronic Arts’   creator of the critically   and Wrath of Johnson
strategist. From producing   Majestic, a seminal, 2001    acclaimed slideshow         (Sam II). She was Writer
underground raves to         ARG. These days she is       franchise, "What the F**k   and Interactive Designer
leading the social media     VP, Creative Innovation at   is Social Media?” which     for LG15 Studios on the
strategy for a Live Nation   EWI Worldwide. In her        has been viewed over        Lonelygirl15 Series
music festival, Jenka has    storied career, Hilary has   575,000 times and           seasons 1 & 2, and
developed an                 developed some of the        translated into seven       created the extended
understanding of lifestyle   auto industry’s most         languages. As former VP,    storyworld WhatWeird
as the ARG that all          innovative interactive       Marketing at Viximo,        for the Fox feature film
consumers are already        experiential programs for    Marta’s background also     Jumper. More recently,
intimately immersed in.      Scion, as well as Lexus,     spans strategies for fan    Jan wrapped on the
Jenka is a Strategist at     Honda, Nissan, and           engagement through          Levi’s GO IV Game/
Espresso.                    Infiniti.                     virtual goods.              Experience.

T: @babiejenks               T: hankie007                 T: @mzkagan                 T: @labfly
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Your life is a transmedia experience

  • 1. YOUR LIFE A IS TRANSMEDIA EXPERIENCE vote for this p anel at SXSW Interac tive 2011 http://panelp icker.sxsw.com /ideas/view/7 292
  • 2. “ Transmedia is a fancy word for a simple concept: telling stories across multiple platforms.” —Tim Kring, creator, “Heroes”
  • 3. Transmedia means a story could start out here…
  • 4. And continue here… The ABC show, Castle, follows the fictional mystery writer Richard Caste and his crime-solving partner, NYPD detective, Kate Beckett. Castle’s novel, Naked Heat, which he penned during the show’s first season, was released both as a plot point in the course of the show’s story arc, and, simultaneously, as a real-life book, published by Hyperion. The hardcover even made it onto the New York Times Bestseller list!
  • 5. When characters from the hit AMC show Mad Men, first appeared on Or here… Twitter and began interacting with fans and one another, these unauthorized, fan-created profiles sparked major controversy with the network. But AMC quickly recognized the value of allowing its most iconic characters to live, breathe, and tweet, among the show’s fans. Now, character twitter accounts are quickly becoming a natural standard for character-driven entertainment. Or  here…  
  • 6. Also, here… The premise for HBO’s True Blood is that a new synthetic-blood drink has allowed vampires to “come out of the coffin,” as it were, and live openly among humans. To promote the show, advertisements for the new Tru:Blood beverage brand began popping up in billboards and magazines all over the country, bringing a key part of show’s fantastical story into reality.
  • 7. What began as a couple of clever TV And, of course, here. spots featuring a hilariously suave caricature of, literally, The Man Your Man Could Smell Like, has created a bonafide pop culture icon. The campaign’s expanded narrative has evolved with 186 personalized video responses to various Twitter users— which led Old Spice to become the No. 1 all-time most-viewed sponsored channel on YouTube. The “Old Spice Guy” was even spotted at Comic Con, entering Marvel’s costume contest.
  • 8. Stories don’t stay put. They travel across all media platforms….
  • 10. With every status update, photo upload, location check-in, and “like” we click...
  • 11. …transmedia is not just how we consume entertainment, it’s how we experience the story of our lives.
  • 12. “Your Life Is A Transmedia Experience” This panel will delve into cutting-edge transmedia applications and approaches, as well as the social implication of transmedia experiences in our daily lives. You’ll walk away with a unique, new perspective on how to create not just a captivating transmedia narrative, but a culture-defining experience. Vote for this panel at: http://panelpicker.sxsw.com/ideas/view/7292
  • 13. Panelists: Jenka Gurfinkel cut her Hilary Read led the Marta Kagan is the Jan Libby is the creator teeth over a decade in concept and design Managing Director, US, of the popular indie music culture before development for the for Espresso, and the ARGs, Sammeeeees, becoming a digital launch of Electronic Arts’ creator of the critically and Wrath of Johnson strategist. From producing Majestic, a seminal, 2001 acclaimed slideshow (Sam II). She was Writer underground raves to ARG. These days she is franchise, "What the F**k and Interactive Designer leading the social media VP, Creative Innovation at is Social Media?” which for LG15 Studios on the strategy for a Live Nation EWI Worldwide. In her has been viewed over Lonelygirl15 Series music festival, Jenka has storied career, Hilary has 575,000 times and seasons 1 & 2, and developed an developed some of the translated into seven created the extended understanding of lifestyle auto industry’s most languages. As former VP, storyworld WhatWeird as the ARG that all innovative interactive Marketing at Viximo, for the Fox feature film consumers are already experiential programs for Marta’s background also Jumper. More recently, intimately immersed in. Scion, as well as Lexus, spans strategies for fan Jan wrapped on the Jenka is a Strategist at Honda, Nissan, and engagement through Levi’s GO IV Game/ Espresso. Infiniti. virtual goods. Experience. T: @babiejenks T: hankie007 T: @mzkagan T: @labfly
  • 14. vote for this pane l at SXSW Interactive 2011 http://panelpicke r.sxsw.com/ideas /v iew/7292