Andrea Phillips first encountered transmedia storytelling back in 2001 when a friend told her about a baffling website by the Anti-Robot Militia, a group opposed to the advance of cybernetic humans. On further investigation, she found other online clues that expanded the mystery, and she even participated in real-world events related to the story, such as an Anti-Robot Militia rally in New York. Phillips later discovered these elements were part of an elaborate marketing campaign -- later known as "The Beast" -- created by a team at Microsoft to promote Steven Spielberg's forthcoming film, A.I. Artificial Intelligence.
Knowledge@Wharton recently sat down with Phillips in New York City to discuss the evolution of transmedia storytelling and how these narrative techniques are being used to engage consumers and find new ways to market everything from movies to consumer products.
Via Gregg Morris