how to use transmedia storytelling
The outcome is part and parcel of the participatory culture in which we now live, and it’s best seen (at least in terms of marketing) in the actress Alyssa Milano’s hijacking of the Old Spice campaign when she asked Proctor & Gamble (P&G), owners of the deodorant, to donate $100,000 to the National Wildlife Federation (NWF). Transmedia Storying is rather a human interpretation of a story line, changing it in some way and then moving it on to a different digital platform than what was original presented. Today’s ‘Day in the Life’ features Prelini Udayan-Chiechi, VP Marketing at Zendesk EMEA. Her move could’ve led to a best-case, triple-bottom line scenario: Had P&G actually pledged to the NWS as the actress hoped, the company could’ve seen where cause marketing took it. For more content like this, please like and subscribe to my blog! Transmedia storytelling represents a process of communicating integral parts of a narrative across multiple delivery channels. In 2005, the emerging transmedia universe of LEGO collided with the transmedia empire of Star Wars in LEGO Star Wars: The Video Game.
Weiler himself IDed other tools in the transmedia arsenal: geolocation and the improving technology of near field communications or NFC. Twitter has raised hundreds of millions of dollars in funding, and yesterday it apparently put some of that money to use in making what might be its most prominent, if not largest, acquisition yet. For example, you see a video online about gaining followers. Following on from my earlier post on why mobile email is important for marketers, I’ve rounded up the views of some industry experts on these questions…. Media convergence - Media convergence - Transmedia storytelling: One way that professional media has engaged with media convergence is through transmedia storytelling, in which stories are told across multiple platforms. ( Log Out / For example, a newly released gaming app… Transmedia storytelling includes different points of entry to encourage engagement across a … The burgeoning interest in transmedia storytelling means nailing the basics of narrative, though, so it’s important to review first principles: Keep in mind that transmedia stories allow for collaboration in ways that are both liberating and threatening. Large franchises from the likes of Harry Potter to the NFL have harnessed the power of integrating media platforms with games, apps, websites, merchandise, and spinoffs that bring the magic of their brand into the real world. If you ran a cable company facing the very real phenomenon of cord-cutting and you’re approached about a partnership by one of the companies that has arguably done more to spur cord-cutting than any other, what would you say? In many ways, the How To Train Your Dragon app paved the way for augmented reality as a viable transmedia storytelling channel.
If so, it’s time to start forging partnerships and taking note of where your customers are naturally discussing your story.
For example, The Limited clothing brand released a line of Olivia Pope-inspired clothes based on the ABC hit drama Scandal’s main character. Transmedia story telling is a technique used to share a story experience across multiple platforms and formats using digital technology.
To be exact, Cross media is taking the same story line and moving on to different digital platforms. Use Transmedia Storytelling principles to start with anyone’s ideas and make it more complicated and ultimately more like you. Should you be optimising emails for mobile recipients? Privacy • Site Map, 3203 Lawton Road, 2nd Floor This is all known–sort of. Transmedia storytelling; What is it and how can I use it for my business. Xeim Limited, Registered in England and Wales with number 05243851 Change ), You are commenting using your Twitter account. By using Transmedia Storytelling, you tell the story of your own company. browsing social media on a smartphone while watching Netflix on a laptop or TV). Reach for the next level in that flow state rather than figuring out everything someone else already learned. Geoffrey Long. Your brand could be next. Before we dive into the benefits of transmedia storytelling, we must talk about the God father of Transmedia Storytelling, Henry Jenkins.
What did Twitter buy? Registered office at Econsultancy, Floor M, 10 York Road, London, SE1 7ND. Take the inspiration you gain from the internet or books to break barriers for your audience and to continue your creative flow process. Change ), You are commenting using your Google account. Yes that’s very true, storytelling does matter a lot in content creation. Blogs discussed what Kerry Washington’s character wore each week, “Gladiator” wannabes could dress like Miss Pope herself, and enthusiastic viewers could be part of the show in some small way … all while expanding the brand’s influence and revenue. DreamWorks Entertainment debuted the family-friendly fantasy How to Train Your Dragon around the same time that augmented reality (AR) was gaining some steam as a new technology platform. To determine how to use transmedia storytelling to your advantage, ask yourself these simple questions: No matter where your brand falls, augmented reality can help you bridge a gap between your brand and the story you want to help tell. Change ), You are commenting using your Facebook account. But what’s best-case is also worst-case: P&G lost control of the narrative, a result that almost always makes businesses uneasy, causing them to shy away from social media or, in the case of Nestle, suffer public fails recognized here and forever for their intensity and sheer wrongheadedness. That fear may also be the juggernaut powering the advent of job titles like “strategic storyteller” or “staff storyteller.” Companies want someone who can explain their brand in a compelling, trustworthy way that maximizes the medium in which the story is told–be that print, video, augmented reality, or game. In the truest sense of transmedia storytelling, this was more of transmedia style. Transmedia storytelling is a powerful tool that integrates marketing and entertainment across channels to deepen fans’ connections with the narrative. Enter, Pokemon Go. In your infographic, you accredit your sources.
And your brand can’t afford to miss out. Nintendo’s stock has soared an unprecedented 90% thanks to the newest combo of transmedia storytelling and augmented reality. Is your brand part of a larger story or trend? Transmedia storytelling in brands. Sorry, your blog cannot share posts by email. If you continue browsing, we assume that you consent to our use of, Mobile email best practice: ask the experts, why mobile email is important for marketers, A day in the life of… Prelini Udayan-Chiechi, VP Marketing at Zendesk EMEA, Why sport and gaming are a powerful combination for consumers, Stats roundup: coronavirus impact on marketing, ecommerce & advertising, AI, Machine Learning and Predictive Analytics Webinar. Transmedia Storytelling: Business, Aesthetics and Production at the Jim Henson Company. Lovely post Juice. Flow by Mihaly Csikszentmihalyi is a book that dives deep into working countless hours on something you are passionate about without realizing the amount of time has passed. It is about who did it right.”. An example of this is Drake in the song, “Wu-Tang Forever.” Drake states in a lyric, “It ain’t about who did it first. Transmedia narratives use a combination of Barthesian hermeneutic codes, negative capability and migratory cues to guide audiences across multiple media platforms. Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.
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