If I were to use an umbrella term for all of the work I have and done and intend to do, it would be transmedia storytelling. Transmedia applies as much to the creative production of media within a franchise as it does to the building of a brand narrative.
With brands like Pirates of the Caribbean and Coke on his resumé, Jeff Gomez is one of the world’s leading producers of transmedia entertainment. We caught up with him in San Francisco to talk about branded content, gamification and print’s role in a multiplatform world.
The basic premise of transmedia is that rather than using different media channels to simply retell the same story, you utilize these channels, their communities and functions to communicate different elements of the story.
[A look at transmedia and the building of brand experiences.]
My proposal: Individuals and job-seekers can use transmedia storytelling to tell their personal stories and brand themselves. It’s wacky primarily because transmedia storytelling is usually used for fictional narratives about multiple characters.
Audiences are now, literally, all over the place. For brands, the ‘all over the place’ scenario is confusing at best and at worse, totally unfathomable. How do you reach people if they can be anywhere?
[Yesterday, a friend asked me what the difference was between transmedia and multi-modal ... a good question ... and here's a good answer which I thought I'd share.]
“Branded Entertainment is now world-made,” explains Mike Wiese, director of branded content & entertainment at JWT. Last year, JWT assisted Smirnoff to create their Nightlife Exchange Project, a global branded entertainment program that involved Facebook promotions, live events in 14 cities around the world, and successful partnerships with MTV and Madonna...
Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for their portfolio of global brands.
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