Red Bee Media's Andy Bryant how to bridge the gap between marketing and content.
Red Bee Media’s Andy Bryant laid out his eight rules for creating a successful transmedia storyworld at the 2014 PromaxBDA Europe Conference in London.
Rule 1: Start Building Early
“As the battle for viewers’ attention becomes more and more intense, we’re seeing marketing teams start to build their storyworlds earlier and earlier ahead of launches,” Bryant said.
A classic example he pointed to was HBO’s “Game of Thrones,” which began building anticipation for the premiere way back in 2011 by sending scents, scrolls and potions to influential writers, while staging “GoT”-themed food truck events in New York City and Los Angeles.
SyFy’s “Defiance” also got a jump start on their storyworld, launching a total takeover of Comic-Con nine months ahead of the premiere, and developing a cultural map that plotted major cultural events such as awards shows and allowed the “Defiance” team to plan their launch with “military precision.”...