The document discusses the Transmedia Lens Framework for analyzing different types of transmedia storytelling. It explains that transmedia has evolved from single medium narratives to stories told across multiple platforms. The framework uses two lenses: the type of property (entertainment franchise or marketing campaign) and the format (storyworld or alternate reality game). This allows for a simplified discussion of transmedia opportunities in entertainment and marketing.

1. Transmedia Lens Framework The power of connected narrativesImage: Mullen

2. The media canvas for story-telling has changed from this…Image: Gary Hayes www.personalizedmedia.com

3. …to thisImage: Gary Hayes www.personalizedmedia.com

4. Original definition of TransmediaTransmedia stories are those which ‘unfold across multiple media platforms with each new element making a distinctive and valuable contribution to the whole.”2003

5. The seal of approvalThat role was formally recognized by the Producer’s Guild of America (PGA) last April following the formation of the Transmedia Artists Guild (a non-profit organization in the development aiming to provide a network and base for transmedia artists). This historic decision for the PGA, marks the first time the guild has voted to add a new credit.

6. Two paths…ARGs for MarketingCommunicationsStoryworlds for EntertainmentFranchises

7. Storyworlds for Entertainment FranchisesThe principle is fairly simple, the whole should be greater than the sum of its parts.Zen Films: http://bit.ly/YDsSv

8. Storyworlds for Entertainment FranchisesMultiple story arcs within a single storyworld.Regardless of the format (book, game, film, toy etc.) the story arcs overlap each other. These overlaps can be character, location or time based. Steve Sponder: twitter @stevesponder Lawton Communications Group - Version 2.1 - 10/06/11Creative Commons: Attribution-Non-commercial-No Derivative Works 2.0 UK: England & Wales License

9. Storyworlds for Entertainment FranchisesStarlight Runner Entertainment are one of the leading companies in this space.They have created storyworlds for some of the worlds largest entertainment IPs. Starlight Runner creates and expands fictional universes in the form of elaborate intellectual property bibles and story & style guides. Guides cover all major characters, story arcs, world details, weapons, vehicles, creatures, technology, magic and insignia. This allows for multiple franchise extensions into traditional, interactive and advanced media.

10. Storyworlds for Entertainment FranchisesEntertainment franchises get the transmedia storyworld treatment

11. Storyworlds for Entertainment FranchisesOther IPs get the transmedia storyworld treatment

12. Storyworlds for Entertainment Franchiseshttp://www.destructoid.comStrategic Partnerships to create transmedia storyworlds

13. Storyworlds for Entertainment FranchisesWired: http://bit.ly/m0oTYvTV programmes get the transmedia storyworld treatment

14. ARGs for marketing communications

15. ARGs for marketing communications Film and game launches get the transmedia ARG treatment

16. ARGs for marketing communications TV programmes get the transmedia ARG treatment

17. ARGs for marketing communications “The Art of the Heist” embraced the target audience’s need of control over their environment and invited them into an immersive 24-hour-a-day alternate reality. This story blurred fact and fiction by concocting a mysterious storyline that involved consumers in the recovery of an A3 stolen from Audis Park Avenue headquarters in New York City.At the heart of the narrative were six new A3s containing coded plans for the largest art heist in history; however, one car contained the key to decrypting the information hidden in all the others, and the mystery surrounding the “heist” unfolded in real time over three months across the country. The Heists final chapter was played out in front of a live audience at the Viceroy Hotel in Los Angeles, where we finally discovered who the real villain was.Brands get the transmedia ARG treatment

18. Transmedia Mutants

19. Transmedia MutantsBarbie and Oasis - Brands get the transmedia treatment, but not the ARG variety. This activity is a storytelling-based campaign.Coke - Brands get the transmedia storyworld treatment. This activity is storytelling-based brand planning.

20. Transmedia MutantsHead Trauma - Franchises get the transmedia ARG treatment.The Million Pound Drop – TV Programmes get the transmedia treatment, but not the ARG format.Sometimes referred to as two-screen entertainment, this activity could also be called ‘Live Transmedia’.This is related to Social TV, see http://bit.ly/m11xTl

21. Transmedia Lens FrameworkHaving meaningful discussions about transmedia opportunities is becoming increasingly difficult with so many variants. This is exacerbated when talking about the marketing of entertainment properties. We need a simple way of identifying different types of transmedia. So to this end I have created the Transmedia Lens Framework.

22. Transmedia Lens FrameworkSteve Sponder: twitter @stevesponder - Lawton Communications Group - Version 3.0 - 10/06/11Creative Commons: Attribution-Non-commercial-No Derivative Works 2.0 UK: England & Wales License

23. Transmedia Briefing The power of connected narrativesImage: Mullen