The ultimate goal for anyone in the business of content creation – producers, writers, directors, marketers, advertisers, etc. is to reach and connect with audiences that will use and engage with their content in one way or another. As a result of all of these content producers constantly campaigning for audiences, people today are inundated with messages and live in a frenzy of hype and loud voices.
In order to cut through this clutter and make sure that your campaign is not one of those that never gets the right attention, or worse, is quickly forgotten, there are a number of approaches that can be taken. One relatively new way to connect with target audiences that is gaining steam lately is the idea of cross-platform storytelling or “Transmedia” experiences. Transmedia is loosely defined as the use of multiple platforms to tell, and/or allow your audience to interact with, your narrative. It is not “convergence,” where the same content is reused on multiple platforms, but rather using various platforms for different pieces of the overall story that are unique experiences unto themselves, but ultimately part of a larger narrative universe.