What are they?
Transmedia and the Micro-Economy
As social media goes beyond mere blogging and photo/video/music posts—it’s swiftly moving to become a platform to integrate an “experience” into the marketing schema. Transmedia is essentially a means of telling a story by using surrounding context to determine the meaning for a participant.
Take for example what Coca Cola (in collaboration with E-dologic) did last year. They created an amusement park where guests swiped an RFID (radio frequency identification) wristband at kiosks located with the park that instantly uploaded to Facebook what they were doing, where they were doing it and…(here’s the important part), how they were enjoying it.
E-dologic chief executive Enon Landenberg said: “We’re continuously looking for ways to connect the physical world with the virtual world. The idea behind “The Like machine” is an ultimate solution. It is an innovative and pioneering method, and through it the possibility to involve your Facebook friends in events and experiences that are happening to you around the world becomes a very true reality.”
This brings marketing to a ‘touchy feely’ level not previously attainable. Focus group and survey data, (which usually takes weeks to accumulate, decipher, and analyze), can now be reported—in real time. This trend will accelerate. Consider this scenario:
The Acme Company launches a new line of jeans slated for the "tween" market segment. Located in targeted stores are kiosks where customers can immediately swipe their cellphone's QR reader over a device that allows them to input comments, photos, and ratings of the jeans—then, immediately uploads it to the social media platform of their choice (Facebook, Google+, Twitter, etc). In a matter of hours, the marketing staff at the Acme Company can “see” what demographics their product is selling to and where it’s not.
This will span to restaurants, movie theatres—everywhere. The QR invasion and others like it are coming en masse!...