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Ken Carbone: "A compelling story helps create the emotional attachment to a brand, and the right balance of the familiar and the new is at the heart of all great storytelling" ...
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Caitlin Burns: "Building a foundation for a long running entertainment franchise requires techniques such as transmedia storytelling that expand narratives successfully across multiple media platforms, so that fans can dive deeper into the world in ways that feel authentic."
Caitlin Burns makes the case for transmedia storytelling when marketing YA novel-based properties ....
Expanding their universe. Doesn't take good old Albert to understand this ;)
Scott Macaulay: "Want to decrease press interest and the size of your audience? Then do these seven things" ...
I think we can acknowledge that transmedia storytelling and marketing extensions are not right for every project so, for those who are looking to take a more "traditional" approach to marketing their film online, this article is for you. It's a very informative read.
There are some good ideas here ... love the one on Facebook.
Sam Ford: '"Transmedia storytelling" has become a common phrase in many media industries circles. But what does it look like for B2B?'
Further insight into the work of the Annenberg Innovation Lab at the University of Southern California.
"The difference between B2B brands and B2C brands is that B2C brands typically have to use their storytelling to create the illusion of "brand personality" or of a relationship between the product/company behind the product and the customer."
The always insightful Simon Staffans on how to avoid an audience backlash when blurring the line between marketing and transmedia storytelling.
In a world where narratives are created and developed and produced and distributed with the help of transmedia storytelling methods as an essential part of the process, there will be ample opportunities for the producers or IP owners to, in a very logical and natural fashion, integrate themselves with the target audience.
Christine Erickson: "If you were wondering how a horse got on the plane, or what it’s like to film with Jackson, Air New Zealand has released a behind-the-scenes look at the making of its latest in-flight safety video."
Lewis Wallace: "In the campy new video, titled An Unexpected Briefing, a pointy-eared flight crew explains all the boring stuff — how to buckle your seatbelt, when to turn off your electronic devices, etc. — on a plane loaded with characters from J.R.R. Tolkien’s fantasy world."
Joe Berkowitz: "A gallery showing of some excellent Breaking Bad-inspired art marks the conclusion of a participatory campaign promoting the final season of the show."
Nina Lassam: "Instead of relying on the off-screen personalities and public appearance of the writer, director and major actors to sell the film, The Hunger Games marketing campaign has pivoted around the story itself" ...
Knowledge@Wharton: "Our current multi-channel, multi-screen, "always on" world is giving rise to a new form of storytelling, dubbed "transmedia," that unfolds a narrative across multiple media channels" ...
DRC: Image from Perplex City
Scott Monty: "[...] we needed to ensure that we took our launch strategy to another level. Random Acts of Fusion will (dare I say it?) go further than our previous efforts and will contain a series of immersive entertainment experiences combining a variety of broadcast, social media and digital platforms."
Sophie Woodrooffe: "Five years, $100 million in global marketing and Samuel L. Jackson. That’s what it took for Marvel’s The Avengers to earn over $700 million its opening weekend – a box office record."
Ben Child: Is a revelation in a TV trailer for Ridley Scott's new science-fiction film just a calculated attempt to increase hype?
The Storytelling Mandala is designed to help brands tell stories that inspire, organize and energize people to participate and act around a shared purpose...
"Transmedia storytelling is exploding across the media community. One of our new Blogging Fellows [James Carter] explores some of the implications for arts organizations."
Some great lessons for all of us ... not just arts organizations.
I love this image!
An interesting article by James Carter is a dramatist, experience designer and producer about what is storytelling and its value:
"Transmedia is the art of sharing a narrative over multiple media platforms (print, online, stage, film, social networks), where unique content is delivered through each platform. For example, Fringe, the hit television show, used transmedia to expand its storyworld and reward its biggest fans. [...]"
Mike Vogel: "Much of the talk about Wreck-It Ralph this week will be about the fact that it comes out in Digital HD on February 12th–almost a month ahead of the DVD release. I’m all for anything that makes DVDs less relevant, but I think the transmedia strategy behind Wreck-It Ralph is more innovative than releasing a movie digitally."
Mike Vogel ponders the difference between transmedia and marketing when it comes to Wreck-It Ralph.
Update: For more on how this applies to indie filmmakers, check out Randy Finch’s Disney's Marketing for Wreck-It Ralph Employs Transmedia Storytelling: A Case Study in Expanding a Film's Storyworld Across Multiple Platforms.
Cross-marketing itself is not a new phenomenon, but there are many more layers to it in the digital age. "The kid business has always been transmedia," said Ken Faier, president of Nerd Corps.
Is it transmedia storytelling, or is it marketing? A question that's particularly relevant in the world of children's entertainment.
Totally agree: "The kid business has always been transmedia." -Ken Faier, Nerd Corps
John Gaudiosi: "[...] one thing that stands out with the approach [Mark] Long is taking with HAWKEN is that he’s bypassing traditional marketing in favor of a transmedia approach. Long talks about this unique strategy in the exclusive interview below" ...
Elaine Fogel: "Storytelling has taken on a different form in our digital world: transmedia storytelling. But what it is exactly? Find out more about it in my interview with a transmedia storytelling expert" ....
Frederic Gonzalo: "A few days ago, in a busy European train station, Coke decided to pull a stunt associated with the essence of the Bond tradition: thrill-seeking, time-bound, packed with unexpected twists and a feel-good ending" ...
Rob Salkowitz: "If you’re in marketing, comics are no laughing matter. Superheroes powered this summer’s The Avengers and The Dark Knight Rises, two of the highest-grossing movies in history."
EW exclusive! Art presents 10 scenes from the Peter Jackson film! (Use the magnifier to get a closer look at the detail in each section; move left and right using the scroll bar under the image.)
DRC: Simple, yet visually spectacular storytelling ... and it's interactive!
Chantal Tode: "The biggest difference between the Move to the Beat campaign and Coca-Cola’s previous efforts is the goal to have the story be as social as possible so that it travels globally, per Ms. Siler."
Geoffrey Colon: "If you want a good social media marketing plan, don’t simply be interested in building a social strategy, but be interested in building the content that will ultimately become your strategy"...
Kendall Whitehouse: 'Disney’s Marvel Studios has been preparing the audience for this film for several years. After the closing credits of 2008′s Iron Man, an extra scene appears in which Tony Stark (Robert Downey Jr.) encounters S.H.I.E.L.D. director Nick Fury (Samuel L. Jackson), who states: “I’m here to talk to you about the Avenger Initiative.”'
The success of The Hunger Games wasn’t exactly a long shot.
Co.CREATE: "[This article] takes us through the strategy and execution of the social media campaign, which rolled out in sync with creative, PR, and traditional promotions and kicked off with the release of the first image of the Mockingjay, the pin on fire"...