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Fausto Cantu's curator insight,
April 20, 2016 2:26 PM
Tu marca necesita una historia
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The Digital Rocking Chair's insight:
Jessica Plautz: "In-flight safety videos have become synonymous with memes, gimmicks and the Internet. They can create more buzz on YouTube and Facebook than they do in the aircraft for which they’re designed. But it wasn’t always this way" ...
Linda Tapp's curator insight,
October 22, 2015 1:35 PM
Anything to get people to pay attention is great!
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The Digital Rocking Chair's insight:
Burghardt Tenderich: "The principle at the core of transmedia branding is this: Rather than bombard audiences with unwanted and redundant brand messages, engage audiences in compelling conversations."
Debora Rodrigues's curator insight,
August 4, 2015 7:17 AM
Burghardt Tenderich: "The principle at the core of transmedia branding is this: Rather than bombard audiences with unwanted and redundant brand messages, engage audiences in compelling conversations."
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The Digital Rocking Chair's insight:
Marketing Eye: "No matter how we express ourselves, we all have a unique story to tell. But it is only recently that we have started to tell stories that represent who we are and what we do to live, drive and survive … in business."
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The Digital Rocking Chair's insight:
Frank Rose: 'In an article in Admap a couple of years back, noted branded content guy Graham Hodge said some very nice things about The Art of Immersion but observed quite rightly that the book "stops short of offering advice to brands."'
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The Digital Rocking Chair's insight:
Fiona Milburn talks with Brent Kennedy of Camaraderie about compelling storytelling, audience engagement, and values integration in the fast evolving world of branded entertainment.
Andrea Rossi's curator insight,
December 10, 2014 6:21 AM
Branded entertainment: compelling storytelling, audience engagement and values integration
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The Digital Rocking Chair's insight:
Colin Kennedy: "Applying Jeff Gomez's principle of [transmedia] story telling to market the NZ brand" ...
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Gianluca Fiorelli: "Every brand has a story to tell, and the way users consume stories is changing faster than ever. How will you tell your brand's story across multiple media outlets and platforms, while still giving users an active role in the expansion process?"
The Digital Rocking Chair's insight:
An excellent look at transmedia storytelling and fandom.
Dr. Pamela Rutledge's curator insight,
May 2, 2013 2:17 AM
Brand experience is already 'transmedia,' but the opportunity with media convergence is to make it a coordinated story-based experience designed for audience participation. Narrative = cognitive coherence and participation = stakeholders.
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Jon Thomas: "In August 2009, Sloth tweeted “Hey you guys!” His handle: @SlothGoonies. His location: In a basement. His run on Twitter lasted only two months and garnered only 20 followers, but they were a glorious two months for those of us who love Goonies."
The Digital Rocking Chair's insight:
It's not just Brands who will find this article interesting. Points discussed are of value to all storytellers.
Nicole O'Rourke's curator insight,
September 4, 2013 8:34 PM
This is an interesting take on affective disposition theory using twitter. Characters actions, intentions, attitudes or statements can remind people of their own life. The use of twitter allows people to become active participants. This article describes clearly how social media can be used as a form of entertainment as well as opening the door for marketers to use social media to create characters or transfer previously used characters in order to relate and interact with consumers.
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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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Omar Kattan: "This excellent video by Story Worldwide has been featured on Brand Stories for a while now. Not sure if you’ve seen it? If you haven’t, it’s definitely worth your time" ...
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Gunther Sonnenfeld: "With global economic parity looming, companies can no longer rely on themselves for the answers. They must co-create new value systems with their customers and other businesses not only to survive, but to grow. And stories – or the act of curating them – can provide amazing new opportunities for growth."
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Jenna Hannon: "Often a term associated with the evolution of film and TV marketing, digital content platforms in technology have given the term more prominence in the last 5 years. Hollywood discusses the strategy of transmedia in bringing characters and stories to life after (or before) their screen debut." ...
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The Digital Rocking Chair's insight:
Pete Sena: "At its core, VR is the ultimate manifestation of the collision between our physical and digital worlds. But the digital technology must be advanced enough that it is able to trick the human mind — a pretty intelligent computer that can detect the slightest delta from how we perceive our physical world and cause the entire digital reality to fall apart."
Fausto Cantu's curator insight,
October 26, 2015 9:47 AM
que significado tiene para las marcas el crecimiento de la realidad virtual?
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The Digital Rocking Chair's insight:
Henry Jenkins: "In this three part interview, B.T. [Burghardt Tenderich] reflects about the changing nature of strategic communications, the value of transmedia branding, and the ethics of blurring between fiction and reality while making claims about real world products and services. Enjoy." [DRC: Parts Two and Three can be found here and here respectively.]
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The Digital Rocking Chair's insight:
Dr. Pamela Rutledge: '“Transmedia,” from a psychologist’s perspective, is how we learn about everything–assembling the pieces of what we know from various sources into a whole understanding.'
Anna Font Massagué's curator insight,
April 26, 2015 1:17 PM
He trobat aquest contingut a través del cercador de Scoop.it, en el qual he escrit: ''Transmedia'', i automàticament m'ha suggerit ''interesting topics about <<transmedia>>''. He fet clic en la primera suggerència que m'ha ofert: '''Transmedia: Storytelling for the Digital Age'', que és una sèrie de continguts curats per l'usuari ''The Digital Rocking Chair''. Aleshores, he seleccionat aquest contingut en concret degut al meu interés.
Aquest article prové de la pàgina web de la Dr. Pamela Rutledge (directora del ''Media Psychology Research Center''), la qual es dedica a analitzar la intersecció entre el comportament humà i la tecnologia. En el post ens diu que tota marca explica una història al darrere, i que aquesta història és el resultat de la intersecció entre la passió del creador i la intenció dels objectius que vol assolir. A la vegada, ens diu que aquesta història, es vulgui o no, es transmet a través de múltiples plataformes (TV, web, mòbil, amics...). A partir d'aquí ens explica que, de tota manera, comporta i implica força feina crear una narrativa transmèdia coherent i consistent que tingui l'eficàcia que tota marca busca. Com a conclusió, ens diu que crear una transmèdia en una marca és tota una estratègia de mercat.
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The Digital Rocking Chair's insight:
Paul Tassi: "Unlike many out there, I don’t believe the validity of video gaming as an adult pastime lives and dies by its depiction in other forms of media, especially television. And yet, there is something to be said about a nuanced portrayal of a non-traditional gamer in a show like House of Cards, even if it only gets it right some of the time."
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The Digital Rocking Chair's insight:
Jon Russell: "Social media marketing will soon include chat apps, as this example from Sir Paul McCartney and the use of Line show."
David Collet's curator insight,
January 3, 2015 9:39 PM
Today's environment reminds me a lot of when I was first in the business. You have to adapt, you have to research, you have to be open to challenges. If you are, your career will flourish. But if you fear - watch to world go by.
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The Digital Rocking Chair's insight:
Kat Delby: "IFP Independent Film Week panel members share some great advice about how to break into branded content -- and make a name for yourself as a filmmaker -- without selling out."
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The Digital Rocking Chair's insight:
Benjy Boxer: "In the same way that early network television studios were distribution channels of content in the 1940s and 1950s, YouTube, Google, Facebook (disclosure: I own shares of Facebook), and Twitter control content distribution today. Brands are now using these distribution channels to attract enormous audiences to their world-class content."
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![Jeff Gomez, CEO & President at Starlight Runner [#Transmedia] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/zdssabzwHt5Ndd6E20oANzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
"Jeff Gomez (@Jeff_Gomez) is CEO of Starlight Runner Entertainment, a New York-based production company that consults on major brands, video games and with Hollywood studios on some of their most popular consumer products and entertainment franchises."
The Digital Rocking Chair's insight:
Dan Ball talks to Jeff Gomez about transmedia storytelling for brands.
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"We use a comprehensive campaign approach, which we’ve coined 360° Storyweaving. An optimum 360° Storyweaving Campaign includes three distinct phases: The Creation Phase, where we create and design the storyworld and story components around an original concept; The Immersion Phase, where we design and plan strategy on how to immerse the audience further into the storyworld through thematic merchandising and media blurring; The Community Phase, where we build communities through online engagement and interactivity as well as implement social outreach, which springs from the original purpose and theme of the project. For us, the actual construction of the storyworld takes place in the Creation Phase, so that’s what we’ll focus on in this obnoxiously long blog entry. Here are the four most important rules we follow" ...
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Claire Robinson: "What has Cinderella got in common with Fight Club? Lots, according to Jon King, Story Worldwide’s Chief Storyteller."
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Mai Bruun Poulsen: "The French vodka brand Grey Goose just launched an innovative social campaign to tell their brand story based on Instagram and Pinterest in order to drive awareness for the new Grey Goose Cherry Noir" ...
lauren bennis's curator insight,
August 12, 2014 12:14 AM
Grey Goose Vodka gains brand awareness via social media, for the new "Grey Goose Cherry Noir." |
![No offence, Sir Peter, but New Zealand needs to end its infatuation with Middle-earth [#transmedia] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/TXLx1NHVjdl7X6u3YsPQ7Tl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Christine Grové talks with Jeff Gomez about the power of transmedia storytelling for brands.
"Transmedia Storytelling is a model that will create various access points for consumers to get to your brand. It’s a process of engaging an audience across numerous forms of media through the artful and well-planned use of multiple-platform storytelling. And it can be applied to any brand of any size."