Tracking Transmedia
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Tracking Transmedia, Crossmedia, Interactive & Digital Storytelling
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5 Best Social Media Campaigns with User-Generated Content

5 Best Social Media Campaigns with User-Generated Content | Tracking Transmedia | Scoop.it

Ten years ago, the major advertisers had big budgets they spent on both media buying and the creation of content...

 

The Best Job in the World

 

Much like most people can tell you exactly where they were when they heard major news events, I can tell you exactly what I was doing when I first stumbled across the brilliant Best Job in the World Campaign back in 2009.

 

The amazingly viral, and at the time, inventive, publicity stunt offered a ‘job’ as an island caretaker in the #Great Barrier Reefwith a salary of AUD $150,000 for a six-month stint. It helped that the campaign was rolled out in January, where people in many parts of the Northern Hemisphere were in the depths of winter (making those Australian Beaches seem that much more appealing).


The campaign went insanely viral and solicited 34,000 user-submitted videos and applications total. The entire campaign was user generated and encouraged engagement. A shortlist was created from the 34,00 submissions, and then a wildcard candidate was crowdsourced. It was an inexpensive, clever idea that ended up being incredible successful, viral campaign with a huge ROI....

 

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Disney’s bought Star Wars? Buckle up! Fans will be the Wild Card!

Disney’s bought Star Wars? Buckle up! Fans will be the Wild Card! | Tracking Transmedia | Scoop.it

I just realized this morning that not only has Disney acquired Star Wars, Disney has also now entered into a relationship with one of the most active, devoted & proprietorial fan communities on the planet. As my sister (mother of two boys & wife of a 40 year old Star Wars die-hard fan) told me, ‘You out grow Sponge Bob. You don’t outgrow Star Wars.’

 

Now how exactly will Disney deal with the proliferation of fan-made content, remixing, rewriting & generally messing around in the Star Wars story world? Lucas’ relationship with fans & fan-made content has a long & varied history. Henry Jenkins has written about this extensively (2006), as has Lawrence Lessig (2008). In a recent essay for Linda Hutcheon’s A Theory of Adaptation 2nd Edition on the impact of digital media on adaptation (product & practices), I wrote about Casey Pugh’s crowdsourced remake of Star Wars, viewable on YouTube, which in our Web 2.0 era, lives happily on the web and hasn’t been locked in a vault as was the 1980s fan remake of Raiders of the Lost Ark, Raiders: The Adaptation. I post an excerpt here as I will be watching in fascination to see how the future of Star Wars unfolds....

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Early Bird Rate Until Nov. 1! Have you looked at the Schedule? Fantastic Full Day Masterclass with Jon Reiss | Transmedia 101

Early Bird Rate Until Nov. 1! Have you looked at the Schedule? Fantastic Full Day Masterclass with Jon Reiss | Transmedia 101 | Tracking Transmedia | Scoop.it
Transmedia 101 presents Jon Reiss: Think Outside the Box Office...

 

Jon Reiss’ approach is a practical, step by step guide to create a unique distribution and marketing strategy for your film. During the master class participants will learn:

 

Goal Assessment
Audience Identification
Ways to connect with and build an audience for your work.
Social media, organizational partnership and crowdfunding essentials.
How to create a robust Live Event/Theatrical release.
How to create merchandise that audiences will want to buy.
A new approach to conceptualizing digital rights and their monetization.
How to coordinate the timing of their various rights & marketing strategies.
How to integrate the exciting new world of transmedia into their work.
What is a Producer of Marketing and Distribution & how they can help you.


You can now download the schedule on our site:

 

http://transmedia-101.com/transmedia-101-masterclass-with-jon-reiss/

 

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Awesome Halloween Case Study: WereSafe | Cooper Journal

Awesome Halloween Case Study: WereSafe | Cooper Journal | Tracking Transmedia | Scoop.it

by Chris Noessel on October 30, 2012

 

Poor Alexi Devers: Bitten by a "dog," then finding himself naked in a park on the morning after the next full moon, a pulpy mess of unidentifiable victim, dewey and glistening on the ground around him. News stories that day confirm that a terrible murder has taken place by a rabid "dog," and Alexi looks up from the paper with the wide-eyed stare of the recently diagnosed. What will he tell Debbi, his girlfriend? How will he keep her safe? Fortunately for him, after a Google search and a few false leads, he discovers WereSafe, a service for people with "dog" problems just like him. It's expensive, sure, but what choice has he got? One web form and credit card number later, he's joined the service and a special package is on the way....

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Transmedia Activism: Slides for MIT Media Lab presentation (March 2012 - still good!)

Slides presenting my framework for transmedia activism, and case study for Lakou Mizik, transmedia platform for and about Haitian musicians...
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Movie Studio as Brand Manager: Lucasfilm Bulks Up Disney's Bench | Underwire | Wired.com

Movie Studio as Brand Manager: Lucasfilm Bulks Up Disney's Bench | Underwire | Wired.com | Tracking Transmedia | Scoop.it

Disney’s purchase of Lucasfilm extends the studio’s reach and reputation as Hollywood’s biggest dealmaker. As for being a movie maker? Not so much.

 

Bringing Star Wars into the fold fortifies Disney as Hollywood’s most formidable brand manager, specializing in a division-of-labor approach that delegates much of the heavy lifting involved in creating films to its heavyweight content partners. As detailed in Tuesday’s announcement, Lucasfilm will join animation juggernaut Pixar, superhero factory Marvel Entertainment and Pirates of the Caribbean megaproducer Jerry Bruckheimer as the latest 500-pound gorilla clomping around Walt Disney Studios’ lot in Burbank, California.

 

“By having these different verticals under the Disney umbrella, the studio lets the partners do their thing creatively,” Paul Dergarabedian, an industry analyst specializing in box office for Hollywood.com, told Wired. “Pixar, Marvel and now Lucasfilm are the experts in the content, while Disney provides expertise on the marketing and distribution side.”...

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The Marketer’s Guide to Pinterest - Neil Patel's Fantastic Overview (Feb 2012)

The Marketer’s Guide to Pinterest - Neil Patel's Fantastic Overview (Feb 2012) | Tracking Transmedia | Scoop.it

Tweet TweetHGTV. Nordstrom. West Elm. ModCloth. Those are some of the big name retailers who are using Pinterest to drive significant traffic to their retail websites...

 

Fifty-nine percent of its “pinners” are women between 25 and 40 years of age. Women also make up 58% of its unique visitors.

 

It’s been on a spectacular growth in the last six months with 40 times the number of visitors. In fact, Time magazine called Pinterest one of the top five social networking sites.

 

The site is so popular they are controlling growth by making you enter your email address to get on a waiting list to become a pinner. However, this should only take a couple of days....

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Funny Twilight as Freytag's Triangle: Plotting and Pyramids

Funny Twilight as Freytag's Triangle: Plotting and Pyramids | Tracking Transmedia | Scoop.it

Every story needs structure. In the way that a good bra holds up the girls, a good plot structure holds up your story. And without that underwire and cotton support your story becomes saggy, flopping all over the place like two puppies trying to escape from a sack.

 

One of the definitive examples for plotting your story is Freytag’s Pyramid, a model that, when viewed in graphic-form, looks suspiciously similar to that good bra, albeit much more pointy. Freytag’s Pyramid was created by German playwright, Gustav Freytag and is from his study of the five-act dramatic structure called Die Technik des Dramas (1863).

 

In Chapter 2, Freytag outlines the five acts:

 

Einleitung (Introduction, i.e. Exposition)
Steigerung (Increase, i.e. Rising Action)
Höhenpunkt (Peak, i.e. Climax)
Fall oder Umkehr (Case or Conversion, i.e. Falling Action)
Katastrophe (No translation necessary, but modern triangles describe this act as the dénouement or conclusion)...

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Bookmarking: 21 Breakthrough Capitalism Forum - Paul Ellingstad

Session 3 | SYSTEM DYNAMICS 'Social Innovation as an Accelerator for Progress in Global Health,' Paul Ellingstad, Director, Global Health, HP...
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George Lucas sells Lucasfilm to Walt Disney, Star Wars 7 out in 2015

George Lucas sells Lucasfilm to Walt Disney, Star Wars 7 out in 2015 | Tracking Transmedia | Scoop.it
WALT Disney has agreed to acquire Lucasfilm in a stock and cash deal worth $US4.05 billion, a move that adds the Star Wars franchise to the media giant's portfolio. 

 

Disney, which said the deal combines "two highly compatible family entertainment brands," will pay for about half of the acquisition in cash and issue about 40 million shares at the deal's closing. Disney shares closed at $US50.08 Friday.

 

Lucasfilm is 100 per cent owned by its chairman and founder, George Lucas.

 

"This transaction combines a world-class portfolio of content including Star Wars, one of the greatest family entertainment franchises of all time, with Disney's unique and unparalleled creativity across multiple platforms, businesses, and markets to generate sustained growth and drive significant long-term value," said chief executive Robert A. Iger.

Under the deal, Disney will acquire Lucasfilm, including its Star Wars franchise and its business in live action film production, consumer products, animation, visual effects and audio post production, as well as the company's portfolio of entertainment technologies....

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When Gaming Is Good for You

When Gaming Is Good for You | Tracking Transmedia | Scoop.it

A growing body of university research suggests that gaming improves creativity, decision-making and perception. The specific benefits are wide ranging, from improved hand-eye coordination in surgeons to vision changes that boost night driving ability.

 

People who played action-based video and computer games made decisions 25% faster than others without sacrificing accuracy, according to a study. Indeed, the most adept gamers can make choices and act on them up to six times a second—four times faster than most people, other researchers found. Moreover, practiced game players can pay attention to more than six things at once without getting confused, compared with the four that someone can normally keep in mind, said University of Rochester researchers. The studies were conducted independently of the companies that sell video and computer games....

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Grazie! Christine Weitbrecht on Storyworld Conference 2012 in Los Angeles – Day 1

Grazie! Christine Weitbrecht on Storyworld Conference 2012 in Los Angeles – Day 1 | Tracking Transmedia | Scoop.it

Wednesday, October 17th 2012

 

The first day of SWC12 was sponsored by Disney’s Imagineering and was kicked of with a presentation of Scott Trowbridge, VP Creative/R&D Imagineering. Some of his points which I find worth mentioning are:

 

The difference between synergy and transmedia:

 

Synergy: Referencing a story in a different medium (e.g. like many of Disney’s theme park rides)
Transmedia: Extending a story across different platforms (of course! )

 

Narrative forms, humans, technologies, etc. – everything is constantly changing. Starting with Walt, Disney has embraced this constant change and as a result never considers Disneyland finished. Instead, they keep looking for new ways to engage the audience and their visitors.


The 5 rules by which Imagineers work:


Tell great stories
Bring characters to life
Make great places – let audiences live the story
Find new ways in which the audience can engagebe with the characters...

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Nice! Transmedia case study-Guidestones | By Sheri Candler

Nice! Transmedia case study-Guidestones | By Sheri Candler | Tracking Transmedia | Scoop.it

In the continuation of our look at recent cross platform/transmedia projects, this case study will be particularly relevant to those working with low budgets and ambitious plans. Writer/director Jay Ferguson’s initial inspiration for Guidestones came from his late father’s fascination with serialized shorts. Growing up in the thirties and forties, Ferguson’s father went to the cinema and was ‘hooked’ on serialized shorts where bad guys tie distressed maidens to the train tracks and such. Ferguson thought that the internet would be an ideal place to try to recreate that experience for this century.

 

Again, thanks to Storycode.org for providing the video presentation (found at the bottom of this post) from which these notes were culled.


Jay Ferguson, writer/director, 3 o’clock TV


Synopsis


Two journalism students, investigating an unsolved murder, uncover a global conspiracy centered around the mystery of The Georgia

 

GUIDESTONES, an enigmatic monument nestled in a farmer’s field in rural Georgia and inscribed with directions for rebuilding civilization after the apocalypse. The story is based on a real monument and on the real account of a Toronto woman’s experiences.

 

GUIDESTONES uses elements of transmedia and ARG storytelling to take viewers on a thrilling chase that crosses two continents and three countries in search of the truth. The project uses a hybrid mix of traditional narrative and formal and non-formal documentary styles. Shot vérité style in Canada, the USA and India, the series moves seamlessly between the real world and the fictional account of how a young woman named Sandy stumbled upon a murder mystery.
Three minute episodes, 50 in total so far, with audience participation elements.

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Friends with benefits: Nescafé Philippines case study for FB

Friends with benefits: Nescafé Philippines case study for FB | Tracking Transmedia | Scoop.it

Like CRM (customer relations management), creating a brand presence on Facebook is a long-term commitment. Once the Wall is open updates must be made regularly and someone must answer fan comments, queries and complaints.. 

 

In our experience handling over twenty of the Philippines’ most successful Facebook pages, we’ve learned that it takes consistency and persistence to acquire FANS and generate PARTICIPATION. But done right, this turns an active fanbase into AMBASSADORS who can influence BUSINESS.


Level 1: Fans


Anyone who has been here will tell you that Filipinos are the friendliest people in the world. Our large families and extensive relationship networks have made us natural socializers. It is no wonder then that social networks became an immediate hit as early as a decade ago with the launch of Friendster then Multiply.


Today, Facebook is king, not only among social networks but in the Philippine digital landscape. Of the 10 most visited websites in the country in Q4 2011, Facebook received 75 percent of PH traffic.


Our social nature has organically extended to brands, whom Filipinos are happy to connect with on Facebook. According to Universal McCann’s Wave 5 (Social Media Tracker) 66 percent have joined a brand community online (vs. 47 percent globally)....

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Good Luck Disney! Fans???? George Lucas: I Sold Lucasfilm To Disney To ‘Protect It’ | TechCrunch

Good Luck Disney! Fans???? George Lucas: I Sold Lucasfilm To Disney To ‘Protect It’  | TechCrunch | Tracking Transmedia | Scoop.it

Though it's obviously more of a show business story than it is a technology industry story, the news of Lucasfilm's $4 billion sale to Disney has reverberated throughout the tech world this afternoon.

 

To feed some of the curiosity surrounding the deal, StarWars.com just released a short video in which George Lucas and Lucasfilm’s co-chairman Kathleen Kennedy explain some of the logic behind the sale to Disney.

 

You can watch the whole thing embedded above, but from a business perspective, perhaps the most interesting thing is the level of optimism Lucas exhibits for how the company he has built over the past 35 years will live on inside of its new parent company:

 

“I felt that I really wanted to put the company somewhere in a larger entity which could protect it. Disney is a huge corporation. They have all kinds of capabilities and facilities, so that there’s a lot of strength that is gained by this.

 

…I’m doing this so that the films will have a longer life, and so that more fans and people can enjoy them in the future. It’s a very big universe I’ve created and there are a lot of stories that are sitting in there.”...

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How to Master Facebook Marketing in 10 Days-FB - downloadable book

How to Master Facebook Marketing in 10 Days-FB - downloadable book | Tracking Transmedia | Scoop.it
Start garnering fans and customers on Facebook.
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Immersive Writing Lab at the London Transmedia Festival

Immersive Writing Lab at the London Transmedia Festival | Tracking Transmedia | Scoop.it

On Friday the 26th of October, I attended Portal Entertainments Immersive Writing Lab at Ravensbourne College in Greenwich...

 

...Mike Jones, Portal’s “Head of Story”, delivered a talk from Sydney. Despite the tortuous Skype connection and numerous false starts, the value of what he had to say was undiminished. Practical advice on writing ‘transmedia’ experiences is still thin on the ground, and (when we were able to hear him) the room eagerly devoured his tips.

 

Mike explained that writing for multimedia is difficult because there is no discipline or convention yet, because of the convolution of structures and forms the media bring, and because the writing process often feels messy, incoherent & unsatisfying compared to more conventional writing. However, audience expectations are changing, Mike said. They expect the story to be bigger than the platform, with multiple points of entry. For those familiar with writing and reading stories in digital ways, interaction is increasingly the norm.


Mike has devised some key principles of writing for transmedia:


1: World first, then plot. “Create a vibrant pressure-cooker world, full of natural dramatic oppositional forces,” said Mike.
2: Everything that mattered, still matters. Action, tension, drama, etc. It is all relevant for new platforms.
3: First person, present tense. Test the immersiveness of your story by putting it into present tense.
4. Role-play. Give your audience an active and meaningful role in the story. A good interactive role has motivation, action and reward. Compel your audience to interact, don’t assume they want to.
5. Interactive, online & multiplatform is episodic storytelling. Think about when dramatic questions are asked and when & where (on which platform) are they answered? (I liked Mike’s observation here that “We are creatures of worry” – in stories, we enjoy these anxieties and dilemmas.)


Mike emphasised the need to build on the similar, and discover the different and new – don’t focus or start from the aspects which make your story different from a traditional one....

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Fans Predict Collision of Two Universes With #DisneyStarWars Mashups | Underwire | Wired.com

Fans Predict Collision of Two Universes With #DisneyStarWars Mashups | Underwire | Wired.com | Tracking Transmedia | Scoop.it

After news hit that Disney was acquiring Lucasfilm, Twitter users responded with Disney/Star Wars mashups. Here are some of the best (so far).

 

The nerd world was rocked Tuesday when the Walt Disney Company announced its plans to acquire Lucasfilm. Naturally, the nerds took to Twitter to share their excitement (or horror, depending on whose feed you’re following) and offer idle speculation about what could (but probably won’t) come out of the new Disney-owned Lucasfilm.

 

Using the hashtag #DisneyStarWars, Twitter users made mashups of Star Wars franchise film titles and characters with Disney characters and movies. Some even posted mashup images from the two powerhouse companies. The @DepressedDarth Twitter account didn’t make a mashup, but did note, “My daughter will finally get to be a Disney princess.”...

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100 Ways to Become a Twitter Power User

100 Ways to Become a Twitter Power User | Tracking Transmedia | Scoop.it

Tweet Tweet CNNFortune reported 100 million Twitter users log in at least once a month. Half of those, 50 million, log in every day. About 55% check in with mobile devices, while about 40% just check in without actually tweeting. 

 

Here are three other stats on Twitter that power users should think about:

 

The average Twitter user spends over 12 minutes on his or her profile.
Twitter users are the most generous when it comes to giving donations compared to other social sites.
Twenty-nine percent of people have tweeted about a brand on Twitter.
Moral of the story: Twitter power users are not influential simply because they tweet. They are usually content creators online. In other words, their influence spreads as they publish consistently....

 

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Who Likes What: Social Media By Demographic - 2010 still interesting

Who Likes What: Social Media By Demographic - 2010 still interesting | Tracking Transmedia | Scoop.it
Do you ever wonder what social networking sites you should be focusing your marketing efforts on? This handy infographic breaks down the top social networking sites by gender, age, income, and education demographics.
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Creating Shared Value

Creating Shared Value | Tracking Transmedia | Scoop.it

...What Is “Shared Value”?


A growing number of companies known for their hard-nosed approach to business—such as GE, Google, IBM, Intel, Johnson & Johnson, Nestlé, Unilever, and Wal-Mart—have already embarked on important efforts to create shared value by reconceiving the intersection between society and corporate performance. Yet our recognition of the transformative power of shared value is still in its genesis. Realizing it will require leaders and managers to develop new skills and knowledge—such as a far deeper appreciation of societal needs, a greater understanding of the true bases of company productivity, and the ability to collaborate across profit/nonprofit boundaries. And government must learn how to regulate in ways that enable shared value rather than work against it.

 

Capitalism is an unparalleled vehicle for meeting human needs, improving efficiency, creating jobs, and building wealth. But a narrow conception of capitalism has prevented business from harnessing its full potential to meet society’s broader challenges. The opportunities have been there all along but have been overlooked. Businesses acting as businesses, not as charitable donors, are the most powerful force for addressing the pressing issues we face. The moment for a new conception of capitalism is now; society’s needs are large and growing, while customers, employees, and a new generation of young people are asking business to step up.

 

The purpose of the corporation must be redefined as creating shared value, not just profit per se. This will drive the next wave of innovation and productivity growth in the global economy. It will also reshape capitalism and its relationship to society. Perhaps most important of all, learning how to create shared value is our best chance to legitimize business again....

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How To Measure Shared Value, The Latest Business-For-Good Buzzword

How To Measure Shared Value, The Latest Business-For-Good Buzzword | Tracking Transmedia | Scoop.it

For many companies, corporate responsibility--changing the way the business works internally for the better--is no longer enough. The new challenge for responsible companies is to look for shared value, where business returns and social impact can be achieved at the same time.

 

Without some sort of measurement tool, though, it’s hard to figure out whether those factors are lining up. A new report from FSG, a consulting company that works on measuring social impact, outlines some of the measurements that need to be taken into consideration.

 

According to FSG, there are four steps to the shared value measurement process: systematically identifying social issues that need to be targeted; making a business case (identifying targets, activities, and costs involved); tracking progress by logging inputs, outputs, and financial performance; and measuring results to generate insights that unlock new value.

 

There are some companies that have embraced these measurement steps. FSG cites Coca-Cola’s Coletivo initiative in Brazil as a success story, creating "shared value by increasing the employability of low-income youth while strengthening the company’s retail distribution channels and brand strength to increase local product sales."...

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Three Myths of Social Media ROI [Infographic]

Three Myths of Social Media ROI [Infographic] | Tracking Transmedia | Scoop.it
Metrics & ROI - Marketers usually discuss measuring the ROI of social media as a nebulous art or, worse, as an impossibility. But social media is measurable. The following infographic sheds light on that ...
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Nice! Brian Clark's "Phenomenal Work" from StoryWorld 2012

Introducing the community of transmedia creators to the idea that, just maybe, we're actually a phenomenology media movement.
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Facebook Could be Working on Synchronous Multiplayer Gameplay

Facebook Could be Working on Synchronous Multiplayer Gameplay | Tracking Transmedia | Scoop.it

If you have a Facebook account, then, at least once, you played a game. And if you didn’t play it, then you definitely received annoying requests from your (sometimes) obsessed friends or acquaintances. I know that many of you, just like me, simply don’t have time to play these games and often find them just a waste of time. But this could soon change, if Facebook will help making games that will require simultaneous, synchronous gameplay.

 

To put it in plain English, the vast majority of games that currently are on Facebook are asynchronous and do not require the players to be both online in the same time. And, in many situations, you don’t even need other players, you just need their help. A synchronous, multiplayer gameplay would be something similar to what we experience on our PCs or gaming consoles. A chess, soccer or Mortal Kombat game – this means both players have to be there, in the same time....

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