transmedia marketing: storytelling for business, art and education
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transmedia marketing: storytelling for business, art and education
Exploring how transmedia is used in entertainment & education, and the implications to business
Curated by Tina Stock
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Using Storytelling to Ignite Word-of-Mouth Marketing / SAY Daily

Using Storytelling to Ignite Word-of-Mouth Marketing / SAY Daily | transmedia marketing: storytelling for business, art and education | Scoop.it
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...
Tina Stock's insight:

Key take-away:  first step to effective word-of-mouth marketing is having a great business story.  IMHO - what are the key elements of a great business story?  Tell em' what you do, what problem you solve, what makes you different and why they should care. ba-da-bing!  

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Soon, all online advertising will be video

Soon, all online advertising will be video | transmedia marketing: storytelling for business, art and education | Scoop.it
Video advertising will double approximately every two years until all online ads will be video ads. That's right -- all online ads will be video.
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The World as 100 People [INFOGRAPHIC]

The World as 100 People [INFOGRAPHIC] | transmedia marketing: storytelling for business, art and education | Scoop.it

Via Alessandro Rea, John van den Brink, donhornsby
Tina Stock's insight:

Beautiful simplicity

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Martin Gysler's comment, March 27, 2013 11:20 AM
Interesting!
Robin Martin's comment, March 30, 2013 10:32 AM
Such an awesome and simple infographic!
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Five Different Routes to a Web Series

Five Different Routes to a Web Series | transmedia marketing: storytelling for business, art and education | Scoop.it

David Licata:  "The web series can take many shapes, from a no-budget serial made in high-school media classes to Joss Whedon’s Dr. Horrible’s Sing-Along Blog to Netflix’s long-format House of Cards."


Via The Digital Rocking Chair
Tina Stock's insight:

The REALLY interesting portion of this column is in the comments.

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The Digital Rocking Chair's curator insight, March 24, 2013 9:49 PM

A very informative read ....

Henrik Safegaard - Cloneartist's curator insight, March 25, 2013 11:23 AM

From the comments: 

"A great lay of the land. And in doing so, this points out in bright neon letters what is wrong with the vast majority of web series today" -


Very inspiring reading -

Asil's curator insight, March 29, 2013 10:24 AM

Food for thougth

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Discover, Relive And Share The Collective Experience With Stublisher

Discover, Relive And Share The Collective Experience With Stublisher | transmedia marketing: storytelling for business, art and education | Scoop.it

From official site:

"Our mission is to connect people through shared experiences.
Stublisher aggregates media shared via Instagram around concerts, games, birthday parties, the zoo (anywhere!) based on geolocation and timestamp, in real-time and post event.

On top of this aggregation, we're fostering one of the most passionate communities on the web, connecting people based on what they've done and where they've been.

 

Stublisher allows you to experience anything happening around the world, from the perspective of those capturing it. The design you see today allows you to explore and discover in a much more enjoyable fashion than months past.


We’ve also made sharing experiences and individual photos across all of your social media channels easy. To share an event, on the header image you’ll see Facebook, Twitter and Pinterest share buttons. To share a photo, you’ll see the same via the side bar that slides in from the right on rollover..."



From review article by PandoDaily:

"And the storytelling trend rolls on. The latest startup to tackle the way we share stories online is a new Web app called Stublisher.


Stublisher pulls content from our fragmented ecosystem of social networks together, building it into a cohesive story, like this cool-looking one from the Superbowl. The result is a full picture of events like concerts, or ski trips, or festivals. Stublisher officially launches today..."


Check out it here: http://stublisher.com


Learn more: http://blog.stublisher.com/post/42293646104/stublisher-2-0-new-design-open-to-all


Read more on PandoDaily: http://pandodaily.com/2013/02/04/stublisher-spins-fragmented-social-content-into-rich-stories/



Via Giuseppe Mauriello
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Anne Bosworth's curator insight, February 5, 2013 10:12 AM

Kinda cool, no?  What might be the implications, though? Could a sequence of negative or dangerous events begin and spread rapidly through this type of social media...? Well...probably no more than through any other social media platform. Regardless, it's an interesting concept, I think.

 

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4 storytelling tips for making 6-second short films with Vine from the folks behind 5secondfilms.com

4 storytelling tips for making 6-second short films with Vine from the folks behind 5secondfilms.com | transmedia marketing: storytelling for business, art and education | Scoop.it

Andrew Tran:  "Some people have wondered if six seconds is too short a time span to take videos in Vine, Twitter's new video social sharing app" ...


Via The Digital Rocking Chair
Tina Stock's insight:

Love it!  Micro-comedy may not be for everyone, but getting your message across in less than 6 seconds - awesome!

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Jeni Mawter's comment, February 6, 2013 7:21 PM
Agree totally with you Tim!
malika bourne's curator insight, February 8, 2013 12:42 AM

How do you makde it play? Now, cna you tell me how to make play?

I donot know nothin' bout no stapler..

Carmenne Kalyaniwala-Thapliyal's curator insight, April 14, 2013 3:41 PM

Loved it !! 

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Meet Your 7 Fascination Triggers

FASCINATE: Your 7 Triggers of Persuasion and Captivation . Why are you captivated by some people, but not others? How do certain leaders convince you to chan

Via Hans Heesterbeek
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Hans Heesterbeek's curator insight, February 1, 2013 2:33 AM

Great insight and helper with #storytellingtorytelling

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Transmedia Storytelling Cookbook: from Digital to a Multiplatform Approach

Transmedia Storytelling Cookbook: from Digital to a Multiplatform Approach | transmedia marketing: storytelling for business, art and education | Scoop.it
Marketers are finally moving into a new era – transmedia storytelling. The previous era, characterized by a huge platform obsession approach, is over.

Via José Carlos
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Transmedia will revolutionize storytelling as much as the printing press, says expert | Digital Trends

Transmedia will revolutionize storytelling as much as the printing press, says expert | Digital Trends | transmedia marketing: storytelling for business, art and education | Scoop.it

The future of movie storytelling has more to do with the technology outside of the movies than within, according to one transmedia expert, who says that we should expect stories to be revolutionized by modern technology in the same way that the printing press changed everything.


If you’re a moviemaker whose primary focus is creating the best movie you can imagine, the current movie industry has some bad news for you: That’s not enough anymore. Speaking at this year’s Cross-Media Forum in the United Kingdom, Sean Stewart – whose Fourth Wall Studios has worked on creating interactive marketing for movies such as The Dark Knight Rises and AI: Artificial Intelligence – said that what is needed now are more filmmakers who want to create the best worlds they can imagine..

 

...Reflecting the nerd demographic seemingly at the center of blockbuster movies these days, Stewart’s talk was called “Storytelling V: The Audience Strikes Back,” and described the shifting relationship between audiences and fictions in a world where everyone has smartphones, tablets and access to the Internet. He cited a recent Google survey that revealed that 77 percent of audiences are dual-screeners – That is, using another electronic device while also watching television – and suggested that, in order to maintain a close connection with their audiences, storytellers will have to learn to spread their talents across various media....

 

Read more: http://www.digitaltrends.com/cool-tech/transmedia-will-revolutionize-storytelling-as-much-as-the-printing-press-says-expert/#ixzz29gAm04Up


Via siobhan-o-flynn
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Digital storytelling: How to tell a story that stands out in the digital age?

Digital storytelling: How to tell a story that stands out in the digital age? | transmedia marketing: storytelling for business, art and education | Scoop.it

"So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution? My favourite story for quite some time now and one I’ve been showing in workshops around the world is the story of the Troy public library."


Ok -- the author here isn't writing anything revolutionary. So you can skim the text. But watch the 2.5 minute video! It's the reason I selected this piece.


The video is brilliant -- and a perfect example of how story triggers can make a difference in social causes and social cause marketing.


The video is about a library. It is controversial. Now I am a big fan of libraries so I was rooting for it (my personal bias). And the video itself is a really good example of a digital story.


I say 'story triggers' because the library used story elements and metaphors that sparked stories within the viewer's/reader's brains. The library did not actually tell a full-blown story yet the public reaction was immediate and powerful.


Go watch the video! Then share what you think.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 


Via Dr. Karen Dietz
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5 Ways To Build Brands In The Post-Digital World

5 Ways To Build Brands In The Post-Digital World | transmedia marketing: storytelling for business, art and education | Scoop.it

Simon Smith, our European Head of Digital, has a mantra--“Everything is digital." He also believes that “Digital is the most misunderstood word in business today.”

 

In 2011 we surveyed more than 800 companies about their digital strategy. Some 16% described their company as "digitally inactive." And of those who had a digital strategy, two-thirds confessed to implementing it in a fragmented way.

 

Here’s an overview of why--and how--you should catch up and build success in our post-digital world.

 

RECOGNIZE THE NEW POWER DYNAMIC


Digital media have triggered profound shifts in consumers’ interactions and relationships with businesses. The language of B2C and B2B is no longer relevant. At Interbrand, we use the terms business and consumer (B&C) and business and business (B&B) to describe how businesses and consumers now work together to create brands. And for brand, read: business.

 

Consumer-created content and conversations are driving organizations’ image, reputation and bottom line. This represents a significant shift in dynamic. As consumers become increasingly influential, businesses are becoming less powerful....

 


Via siobhan-o-flynn
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Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | transmedia marketing: storytelling for business, art and education | Scoop.it
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.


Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.


Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.


And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.


We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.


This review was written by Karen Dietz for her collection of articles on business storytelling at www.scoop.it/t/just-story-it 


Via Dr. Karen Dietz
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Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Ken
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing

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Resurrecting Abe Lincoln’s Bodyguard (Via Twitter) | Future of Film

Resurrecting Abe Lincoln’s Bodyguard (Via Twitter) | Future of Film | transmedia marketing: storytelling for business, art and education | Scoop.it
What happens when a 19th century bodyguard is sent 150 years into the future to help with an indie film’s marketing campaign? He holsters his gun and sits down at the keyboard: meet Ward Hill Lamon.

 

Today’s social media tools offer free and easy ways to build advance awareness about a movie, key for any indie film with a limited budget. The indie film Saving Lincoln, directed by Salvador Litvak and scheduled for release this fall, might be up against Spielberg’s big-budget epic in the battle for mind share among moviegoers, but it has two key elements in its favor:

 

1. Its focus on Ward Hill Lamon, an oft-neglected historical figure who was Lincoln’s friend and legal partner in Illinois and played a major role in keeping the President alive during the Civil War as his personal bodyguard.

 

2. The film’s use of Twitter to drive awareness.

 

Because the movie can’t cover all the events in Lamon’s colorful life, Twitter has played a key role in adding dimensions to the character in ways that weren’t possible in the past, when an expensive website was typically the only avenue for leveraging the Internet to market a film.

 

Websites also require your audience to come to you, whereas you can use social media to go to your audience and keep them interested in your project. Considering our Twitter account for the film now has over 9,000 followers before the film is even slated for theatrical release, we believe we have found our audience with social media....


Via siobhan-o-flynn
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Top Video Trends & Opportunities: Mobile, Social, Ads & TV Everywhere [Report]

Top Video Trends & Opportunities: Mobile, Social, Ads & TV Everywhere [Report] | transmedia marketing: storytelling for business, art and education | Scoop.it
Video is a powerful way to reach audiences both for publishers and advertisers. Marketers already know people are watching online video more than ever. A new Adobe Digital benchmark report reveals what, when, and how people are watching.
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How Marketing Reaches For The Heart But Can Fail & What To Do

How Marketing Reaches For The Heart But Can Fail & What To Do | transmedia marketing: storytelling for business, art and education | Scoop.it
Marketers are supposed to be the experts on connecting emotionally with customers.

Via Dr. Karen Dietz
Tina Stock's insight:

 Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


Boffo!

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Dr. Karen Dietz's curator insight, March 26, 2013 11:29 AM

If you want a clear explaination of why marketing is all about connecting emotionally with prospects and customers, then this is it.


Even better -- the author Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


That is what our biz stories SHOULD be doing. Sometimes they don't. You can use Van Praet's 7-step process to craft or refine your business stories so they can do the work you want them to do.


Van Praet also offers us a video as a terrific example of his Step #4 "Shift the Feeling". I know you'll like it.


Have fun with this one -- I hope it gets your creative juices flowing!


This review was written by Karen Dietz for her curated content at www.scoop.it/t/just-story-it 

Ian Mitchell's curator insight, March 29, 2013 4:49 AM

Good workshop stimulusstimulus

Dr. Karen Dietz's comment, April 2, 2013 10:23 AM
Tina and Ian, glad you both got a lot out of this post!
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Content Curation Tool Scoop.it Announces: Curated Newsletters and MailChimp Integration

Content Curation Tool Scoop.it Announces: Curated Newsletters and MailChimp Integration | transmedia marketing: storytelling for business, art and education | Scoop.it

Excerpted from Scoop.it Blog:

"This morning we released something really exciting — curated newsletter functionality! We recognize the role curation is playing in the evolution of the newsletter, and we wanted to provide an easy way for our users to expand their reach into the be-all-end-all of web communication — email.

Seamlessly export your Scoop.it topic to a newsletter template or send to your email lists in MailChimp by connecting your accounts with the new MailChimp integration. This feature is free with all Scoop.it accounts and is unlimited until April 15th. To access it, simply click “Manage” on your topic of choice and click “Create a Newsletter.”

 

Read full original article here:

http://blog.scoop.it/2013/03/12/announcing-curated-newsletters-and-mailchimp-integration/


Via Giuseppe Mauriello
Tina Stock's insight:

Well done scoop.it team, well done!

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Mariale Peñalosa Arguijo's curator insight, March 15, 2013 7:31 PM

add your insight...

 10
R.G. Riles's curator insight, March 23, 2013 1:30 PM

We are avid users of scoop.it AND MailChimp - this news is fantastic on our end. As a remdinder, you can find our In-Bound Marketer & Business Unbound Magazine here: http://www.scoop.it/t/inbound-unbound

Shanika Journey's curator insight, March 25, 2013 1:21 PM

Niiiiice!

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Storytelling for the YouTube Generation

An updated version of Storytelling for the YouTube Generation

Via Hans Heesterbeek
Tina Stock's insight:

Visually, this is a smart preso...

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Key Ingredients To Create An Effective Explainer Video

Key Ingredients To Create An Effective Explainer Video | transmedia marketing: storytelling for business, art and education | Scoop.it

Via Giuseppe Mauriello, Robin Good
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Yinc Videos's curator insight, April 26, 2013 11:16 PM

Have to say I really like this video

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<a href="http://ydraw.com/writing-a-script/5-step-guide-to-writing-a-script-the-made-to-stick-way">How to Write the PERFECT script</a>

 

<a href="https://plus.google.com/101199241074272105224/?rel=author&quot;&gt;+Jace Vernon</a>

Yinc Videos's comment, April 26, 2013 11:17 PM
This is one of the better videos www.ydraw.com
Elsie Whitelock's curator insight, May 5, 2013 8:49 AM

short and sweet help..

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Binge-viewing is transforming the television experience

Binge-viewing is transforming the television experience | transmedia marketing: storytelling for business, art and education | Scoop.it

"Services like Netflix and Hulu let fans watch multiple episodes or even entire seasons of shows all at once, giving life to new series such as 'House of Cards.'"


Via The Digital Rocking Chair
Tina Stock's insight:

A couple of comments about this article:


1) We gotta find a better term than "binge viewing" to describe the phonomena of vwatching multiple hours of a single tv series.  We don't call it binge reading when we read a complete book during a single week-end, it's just reading.  And, as a life-long reader, I can testify to the fact that binge viewing provides the same satisfaction that was previously only received when reading: complete immersion in a story, a culture, a character or an event.  So, instead of binge viewing, let's call it "immersive viewing."


2) Immersive viewing is changing advertising.  Consumers who subscribe to a viewing service (Netflix) or buy a DVD series don't want to be interrupted by commercials.  An obvious fact, but important to highlight because commercials are one way in which the entertainment industry generates profit on this content.  No commercials, less profit - UNLESS, "commercials" simply become part of the content.


When advertising goes from interuption to integration everyone profits:

> the audience is exposed to commercially available products or services within the context of a story that they value

> the "advertiser" reaches their audience during periods of attentiveness and concentration

> the content producers are able to make a livelihood from creating beautiful stories. 


Immersive viewing is driving the adoption of integrated advertising, which will lay the foundation for t-commerce.  And, I think it will all be here faster than we expect. 



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Eileen Marable's curator insight, February 3, 2013 11:46 AM

I'm all for it! Keeps the story arcs fresh in my mind!

 

Cultureel Persbureau's curator insight, February 4, 2013 4:35 AM

De term 'Binge-viewing' is eigenlijk wel grappig: net als het achteroverslaan van ettelijke kratten bier en wodka ineen zuipkeet comazuipen heet, is het kijken van een hele serie op een dag een vorm van comakijken. Wij doen het in ieder geval regelmatig en er is geen betere manier om de boze buitenwereld buiten te sluiten dan dat. Wat vind jij?

Henrik Safegaard - Cloneartist's curator insight, February 12, 2013 4:39 AM

After watching the first 5 episodes I'm impressed.

I do like the style and i find it top entertainment. 

4 out of 5 stars from me and my family. 

Love it:-)

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rainwiz :. – Introducing the storygraph

rainwiz :. – Introducing the storygraph | transmedia marketing: storytelling for business, art and education | Scoop.it
The storygraph is a deliverable I made to visualize the user needs/touchpoint matrix. Then it became a powerful tool, but let's start from the beginning.

 

Service Design meets User Experience in this version of a customer service journey visualization.

 

Though less pictoral and more diagrammatic than some forms of customer journey visualizations, it does help summarize fairly readily the range of possibilities.

 

Key to creating and using this type of visual documentation is understanding where "the rubber meets the road"... combining strategy with activities and evaluating the feasability of various courses of action.


Via Dean Meyers
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Data-Driven Brand Storytelling | Credible Story

Data-Driven Brand Storytelling | Credible Story | transmedia marketing: storytelling for business, art and education | Scoop.it
Credible stories are rooted in data, and your opinions add perspective. Develop more credible stories with these 6 steps for data-driven brand storytelling.

Via José Carlos
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The Walking Dead’s Glen Mazzara On Managing the Undead Way

The Walking Dead’s Glen Mazzara On Managing the Undead Way | transmedia marketing: storytelling for business, art and education | Scoop.it
The Walking Dead/Co.Create Zombie Business School continues. Last time, we discussed how companies could take their branding cues from the way the zombie apocalypse show rallied between seasons. In this installment, executive producer Glen Mazzara talks about how running The Walking Dead helped shape his managerial style, and how that can translate to traditional business.


(Tina) - whether or not you are a fan of zombies - this is a great article on managerial transparency and effective leadership in creative industries.  It's also a bit of brilliant promotion from AMC and The Walking Dead ;-)

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The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated

The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated | transmedia marketing: storytelling for business, art and education | Scoop.it
What cortisol and oxytocin have to do with a 19th-century German playwright.

 

From Maria Popova, aka @brainpickings - 

 

There is a scientifically proven biochemical reaction to stories that tells us how different stories can affect behavior. While this isn't news in many ways, it's important to reinforce the idea that storytelling needs to be woven intentionally as a part of development of any business model. What I mean by storytelling isn't just the story that is told by those creating the new business/product/service, but the story that the new business/product or service creates by itself. Does your software tell a story? Does your website tell a story when someone lands on the screen? Does the app have a story to tell for the new user, or the regularly returning one?

 

Look for the story, over and over again, that the business creates; and don't be afraid of it telling different stories. 

 

Most importantly, find the story that's already there: it may tell you why the business is doing well or not.


Via Dean Meyers
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Storytelling and Connecting Through Sound

Storytelling and Connecting Through Sound | transmedia marketing: storytelling for business, art and education | Scoop.it

Storytelling is something I have been passionate about since before I can remember. I’ve always loved listening and telling stories traditionally (spoken, written) and as a child of the digital revolution, through pictures (Instagram & EyeEm), gifs (Loopcam) and most importantly through sound (SoundCloud, ThingLink). Working with creators who use sound to express themselves has been extraordinary and at times challenging, but consistently mind blowing to behold.

 

Something that has struck me while working with so many community members who create beautiful sounds is the storytelling aspect of their actions.

 

Musicians tell stories through a pluck of a string, actors tell stories through a drop in tone or pause, poets tell stories through their words, and so on and so forth. When their stories are told through sound they are given little wings that metaphorically sprout and allow their stories to be heard across the globe. It is a beautiful thing!

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The Mekanics of Storytelling for Branded Social Video Ad Campaigns

The Mekanics of Storytelling for Branded Social Video Ad Campaigns | transmedia marketing: storytelling for business, art and education | Scoop.it

I recently had the pleasure of talking with Brendan Gahan, Director of Social Media at Mekanism, a digital ad agency that works with brands to tell stories with their video ad campaigns. The mission to convert brands to a storytelling kind of marketing, rather than a pure advertising, has been an obstacle for forward-thinking ad agencies over the years, but a huge shift has begun to break the ice, and more and more brands and agencies have started to get it.
So here's Brendan Gahan talking about the process of storytelling, and how brands can use it.

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