Transmedia Storytelling and Digital Advertising

Transmedia
Storytelling
Digital Advertising

Creativity and Digital Communication

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What is transmedia?

“Stories that unfold across multiple
media platforms, with each medium
making distinctive contributions to our
understanding of the world, a more
integrated approach to franchise
development than models based on
urtexts and ancillary products.”

- Henry Jenkins (MIT Comparative Studies
Program) in Convergence Culture


What is transmedia?

“The art of conveying messages themes
or storylines to mass audiences through
the artful and well planned use of
multiple media platforms.”
“People don‟t want to watch the SAME
story over different gadgets; they want
deeper penetration into story to reveal
MORE story.”

– Jeff Gomez (Starlight Runner Entertainment)


What is transmedia?
Related concepts:

- Cross media (Bechman Petersen, 2006)

- Multiple plataforms (jeffrey-Poulter, 2003)

- Hybrid Media (Boumans, 2004)

- Intertextual Commodity (Marshall, 2004)

- Transmedial Worlds (Klastrup & Tosca, 2007)

- Transmedial Interactions (Bardzell et al., 2007)

- Multimodality (Kress & Van Leeuwen, 2001)

- Intermedia (Higgins, 1966)


What is transmedia?
Reflections on Transmedia Storytelling:

a) Multiplicity over Continuity; g) It should not be redundant or contradictory;

b) World Making; h) May attract various audiences through
different approaches in different media;
c) Seriality;
i) Uses the logic of "license"for co-creation;
d) Remix;
j) Can form communities - brings people
e) Each media should do what together and gives them something to do.
it does best.

f) Each part is self-sufficient in
their own terms;


What is transmedia?
Multimedia x Transmedia

" Transmedia is not synonymous to adaptations in different media " -
Giselle Beiguelman (2010)

Multimedia Transmedia
- Spectator - Participant
- A Message - A Story
- Fixed content - Evolving story
- Content repetition between media - Little repetition between media
- Limited depth of content - Deep content
- Pre-planned - Real-time and responsive


Participatory Culture and
Convergence

From spectator to participant: the public want to
go further, find new possibilities and experiences
in the stories.

The new user/reader handles:

• Interactivity
• Networks
• Fragmentation
• Quick adaptation to new interfaces
• Multi-screens
• Intertextuality Prosumer = Consumer + Producer
– Alvin Toffler


World Making


Creating Transmedia Narratives

Development Stages of a Transmedia Project

- Creation of interstitial micro-stories;
- Creation of parallel stories (spin-off);
- Creation of peripheral stories (satellites);
- Creation of user-generated-content platforms (fan-fiction)

How to tell transmedia stories?

- Launching an eagerly awaited product
- Motivating a fan base
- Creating depth of engagement
- Multi-channel integration
- Reducing redundancy
- Co-creating content


Advertising and Transmedia

“Transmedia content not only
promotes the product: it becomes part
of the product "

- Ivan Askwith (Senior Content Strategist -
Big Spaceship)


Cases

The Hire - After a year, the number of users who visited the site to download the BMW The Hire
Shot was about 21 million. With the addition of three more films in 2002, the number increased to 100
million. One million fans have asked a DVD with all eight films in the campaign.


Cases

Audi - The Art of the Heist - An Audi Project

The company said the project has generated four times more online buzz for the A3 compact,
engaging more than 200 000 people in a single day and attracting 79% of qualified visitors to the site
from Audi, compared with previous reports. Within days of the campaign launch, seven sites were
created by fans, including "Top 10 Reasons to Play Art of the Heist"


Cases
Batman - The Dark Knight:

The integrated campaign of the film has generated 50 million searches in Google for "The Dark Knight"and
more than 55,000 videos tagged "The Dark Knight" on Youtube.

On July 18, 2008, the website The Dark Knight has reached 1.5% of all Internet users. There were 5,270
inbound links to the website of the film. On July 18, the BlogPulse recorded a peak of 1.307% of all posts
on the web. Some of the videos on YouTube have received over 4 million views and generated hundreds
of thousands of comments.


Difficulties

1 - In some cases, Transmedia Storytelling promote
themselves, instead of the brand or product;

2 - Just because a brand can be integrated into a
Transmedia Narrative, does not mean it should be;

3 - Not all brands benefit from the creation of Transmedia
Narratives; some harm themselves.


Challenges

a) Storytelling works for brands outside of the entertainment
industry?

b) Does your brand/product have fans and/or advocates?

c) Does your brand have a story?

d) Does the story have to be fictional?

e) Does fiction fit with your brand‟s values?

f) Can we gear-up to a „continuous‟ rather than „start-stop‟
mode of prodction

g) How to minimize failure risks?


References

- http://www.milesmaker.com/?p=268

- http://www.slideshare.net/stepaola/transmedia-storytelling

-http://www.slideshare.net/cscolari/transmedia-storytelling-narrative-
strategies-fictional-worlds-and-branding-in-contemporary-media-
production

-http://www.slideshare.net/danielbittencourt/lost-transmdia-economia-
da-participao-e-a-nova-audincia

-http://www.slideshare.net/leorayman/transmedia-narratives-ddb

-http://www.slideshare.net/gbeiguelman/estticas-transmdia


Marcel Ayres
www.twitter.com/MarcelAyres
www.marcelayres.com

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