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SOCIAL MEDIA MARKETING:TRANSMEDIA
Lu Szlazak
Trans•me•dia
Storytelling across multiple forms of media, with each element making distinctive contributions to a user's understanding of the story universe
THE GOALexpand the story universe for an audience to view, play or use on different media and gadgets
TRADITIONAL MEDIA VS TRANSMEDIASTORY UNIVERSE
FILMStory: 2 hours TVAPPS
WEBBOOKSFILM
Story universe
TVEpisode:
45minBook
Story: 200 pages
TRADITIONAL MEDIA VS TRANSMEDIAAUDIENCE ENGAGEMENT
viewer: passive
consumeenjoy
forget
viewerplayer
useractive or passive
TRADITIONAL MEDIA VS TRANSMEDIAIN A NUTSHELL
fixed outletslimitedlinear“closed”
multiple outletsmultilinkedinteractivenon-linearopen
WHY USING TRANSMEDIA
Brand controlFan engagement
Digital insight
Actively engaged real-time viewers who must find suspense and satisfaction in each single episode. More reflective long-term audience who look for coherent patterns in the story as a whole. Navigational viewer who takes pleasure in following the connections between different parts of the story and in discovering multiple arrangements of the same material. People that are looking for involvement in communities, and wishing to share their point of views.
Alternate reality game (ARGs)
Too invasive – Asked too much – Did not take into account different type of players
http://www.contagiousmagazine.com/2010/06/coca-cola_12.php
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