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Transmedia Entertainment & Marketing: Marketing & Branding
Week 5Rhythma Kapoor
Contents
• Main features of TM universes• Case study: The Art of the Heist• Business goals• Project development• Business models• TM platforms• Platform release strategies• TM financing• Crowdsourcing• Case studies• Group work 4
o Points of Entryo Trigger Pointso Teaserso Rabbit Holeo Pivot Pointo Distributed Narrativeo CTAso The stop and go effecto The Domino Effecto The Spin-off Effect
Main Features of Transmedia Universes
How a user can enter your story/property/project.
These may be platform, medium, content based.
Multiple POE’s for Transmedia projects.
The audience must reach a project’s points of entry by consciously moving towards them.
Points of Entry
Teasers Teasers have traditionally given information about an upcoming event but with no CTA.
Trigger PointoA Trigger Point motivates the audience to follow up on the teaser information.
oA Trigger Point usually refers the audience to the Rabbit Hole.
Teasers & Trigger Points
• Sets the foundation of the world and the Experience
• Use linear media• Tells the story• Hook• Stickiness• Creeps into our lives• Has CTA
Rabbit Hole
presenter based, visual, unintended!
Ability to move between components
Audience has three stages: motivation to act (primer), sense of the action (referral) and personal reward for the action done by the audience (reward).
Call To Action (CTA’s)
oCertain aspects of Interactive narrativesoProvides strong narrative backboneoPenetration to mass audiences
Pivot Point
During the course of the story, one of the middle segments of a project is suspended, while other parts continue on, and then the stalled segment resumes its course as if nothing happened.
For example, in a transmedia promotion of a movie, online trailers all around the world simultaneously
disappear from the web as soon as tv and radio commercials are aired , and then return online a few days after the movie comes
out.
The stop and go effect
A particularly emotional narrative in one of the multiple media platforms or a particular asset of a transmedia project becomes temporarily more important than the others.
This dominant asset changes the flow and direction of all other assets and acts as the dominant ‘driver’ until the conclusion of the project.
The Domino effect
The spin-off effect
One of the platforms in a transmedia project can temporarily attach itself to another medium in order to strengthen or revive its role or its content and continue towards a secondary goal in respect tothe project as a whole.
The Art of the H3eist
“The Art of the Heist” embraced the target audience’s need of control over their environment and invited them into an immersive 24-hour-a-day alternate reality.
This story blurred fact and fiction by concocting a mysterious storyline that involved consumers in the recovery of an A3 stolen from Audis Park Avenue headquarters in New York City.
At the heart of the narrative were six new A3s containing coded plans for the largest art heist in history; however, one car contained the key to decrypting the information hidden in all the others, and the mystery surrounding the “heist” unfolded in real time over three months across the country. The Heists final chapter was played out in front of a live audience at the Viceroy Hotel in Los Angeles, where we finally discovered who the real villain was.
Art of the H3ist
McKinney-Silver Report
Meta
Gameplay
Storyworld
Day One D2 D3 D4 D5 D6 D7 D8 D9 Day Ten D11 D12 D13 Day 14 D15 D16
16 March 25 29March
March
Day 17April 1st
D18 D19 Day 20April 4
OfficialLaunch
Auto Show
In-gameAds
Story
Forums,Trail, Guide,Wikis, Blogs,RSS Feeds
Art of the H3ist Dissection: Launch
ARGNannounce
sites
Break-invideo
Print Ads in: Wired, Esquire,Robb Report, USA Today,The New Yorker…
Blogs: Kuro5hin, MetaFilter,GearLive, Museum of HoaxesPortaGame hughhewitt.com,dailykos, lockergnome, TheNew Yorker Times...
Day 22April 6
Stolen A3 Blog
RabbitHole
lockergnome, TheNew Yorker Times...
Print Ads in: Wired,Esquire, Robb Report,USA Today, The NewYorker…
NYC InternationalAutoShow
Art of the H3ist Dissection > POEsAudiUSA.commicrosite
Hardcore ARGplayers
51%
Atom Films,iFilm
Blogs: Kuro5hin,MetaFilter, GearLive,Museum of HoaxesPortaGamehughhewitt.com,dailykos,
Stolen A3Blog
Pivot Point
Nisha Robertsmovie
Trigger Point
Results:The Art of the H3eist
•More than 200,000 people became involved with
the search for the stolen A3 in a single day.
•Online buzz for the A3 grwe by more than four
times as a growing number of consumers
participated in the thriller.
•Within the first few days of the campaign launch,
seven fan sites were created, one of which
includes a "Top 10 Reasons to Play Art of the
Heist."
Lessons from The Art of the H3eist
Continually create components that refer new audiences to your Rabbit Hole;
Your Rabbit Hole needs to persist in this role;
Have a pivot point & guide to the unfolding
experience;
Use hardcore players as characters;
Target & address hardcore & casual players;
Mix up using everyday devices, immersive play
and linear narrative; Use a real-world performance ending.
TM Marketing & Branding
Business Goals
Awareness– Maintain or boost brand awareness– Reach beyond the usual or core consumer– Assist in profiling and recruiting influential consumers– Generate press (old & new media)Advocacy– Increase consumer advocacy– Reward or empower advocates– Add buzz to brands and products– Generate fans and followersRevitalization– Add glitz to boring or undifferentiated products– Generate word‐of‐mouth around low involvement products– Build brand image– Build product awareness– Re‐position against competitorsSales– Generate indirect sales through all the above– Increase in direct sales by getting the consumer closer to the point of purchase, combined with sales promotion
TM Marketing & Project DevelopmentThe Marketing development loop has six key components:
Story
Experience Audience
Platforms BusinessModel
Execution
Transmedia Project Workflow
TM Project Planning
The Transmedia Franchise
• Platform• Define• Develop• Design• Deliver
• Release platform/s• Finance & Funding• Branding
Transmedia Business Model
Make low cost Media
Exhibit
Raise awareness/ Build audience
Involve/Collaborate with Audience
Raise Finance
Sponsorship/Brand Integration
Pre-sell to Audience
Audiencebig enough?
Make more media
Yes
No? Repeat
The Business Model
Transmedia PlatformsTheatrical Events
Nontheatrical (incl. fests) Games
Educational ARG
Broadcast Interactive
DVD Experiences
VOD/EST Apps
Online + Viral Content Marketing
Piracy/Peer to Peer PR
Territories Print
Mobile/Portable Devices Merchandise
Windows Other....
Transmedia PlatformsTheatrical Events
Nontheatrical (incl. fests) Games
Educational ARG
Broadcast Interactive
DVD Experiences
VOD/EST Apps
Online + Viral Content Marketing
Piracy/Peer to Peer PR
Territories Print
Mobile/Portable Devices Merchandise
Windows Other....
AUDIENCE
Strategy 1
Step Objective Platforms1 Have paid content available DVD, Kindle, Pay‐to‐view/to capitalize on interest from day 1 download
2 Release free content to build audience Web series, comic book
3 Attract the hardcore audience ARG with “secret” comic books and webisodes as level
rewards
4 Work with hardcore fans to spread word Collaborative/co‐created to casual audience sequel
Platform Release Strategies
Strategy 2
Step Objective Platforms1 Attract large casual (sponsored & televised) flash audience mobs
2 Work to convert casuals to hardcore Social network with unfolding/evolving Twitter story
3 Work with hardcore to spread UGC& poster competitionsword to develop experience
4 Sell paid content DVD, merch, performanceworkshops/training
Platform Release Strategies
Multi-Layered TM Release Strategy
Marketing Strategy: No-Mimes Mini -ARG
Positive aspects of the Time-Line
•shows the media and links or calls‐to‐action between the media
•there’s an implied sequence of experience (from top to bottom).
•indicates which part of the story is told by which media
•indicates the timing of each element
•indicates how the audience traverses the media
3 ways to finance TM Projects
Sponsored (e.g. free to Audience) ‐ project is paid for by the author (self‐funded) or by a 3rd party such as a brand (advertising, product placement, branded entertainment) or by benefactors (crowdfunded, arts endowment)
Audience‐paid ‐ purchase of content through paid downloads, physical product, subscriptions or Membership
Freemium ‐ mix of Sponsored and Audience‐paid content that may change over time.
Transmedia Financing
Competitions (Poster etc.)
Comic Book
Webisodes
DVD, Kindle,etc.
ARG
Website/Apps
Goo
dP
oor
Poor Good
Audience-Paid
Sponsored Financing
Crowdfunding:
a form of Sponsored financing because you're asking people to give you money to fund your project… which you may then choose to give away for free.
E.g. UGC, Poster design competition etc.
Example: THE ADVERTISING‐FUNDED FEATURE FILM
1. Product placement- having the product or brand logo frequently appear in shot or appear in a contrived way
2. Sponsorship: having brands sponsor financially etc.
3. Branded entertainment- having your content: the characters, the storyline and the production values – embody the brand values. E.g. Branded Web-series
4. Advertising funded films etc.
5. Crowdfunding.
TM Branding
e.g.s: Heroes (Sprint), Rock Band 2 (Cisco), It’s a Mall World (American Eagle Outfitters), Gossip Girl: Real NYC Stories Revealed (Dove), The Temp Life (Staples), Easy to Assemble (IKEA).
PROMOTING AND DISTRIBUTING A BRANDED WEB SERIES
Examples:
Easy to Assemble- top ten IKEA fan blogs.
Thread Banger is a web show aimed at people who like sewing,knitting and making their own clothes. The show, with around 500,000 views per month is perfect for the Japanese sewing machine manufacture Janome. So successful was show sponsorship that Janome now has a sewing machine with Thread Banger branding!
Examples
• Reebok creates “Secret Life” with F1 Racer Lewis Hamilton • Nike transforms London into a game board • Bing partners with Jay-Z to produce Decoded • Mattel: Ken and Barbie
TM campaign grounded in music:•Song produced by Mark Ronson that integrates the sound of athletes mid-sport around the globe titled “Anywhere in the World.” •Currently being used on television. •A documentary following Ronson on his journey of writing the song. •Coke has built a Beatbox Pavillion in the Olympic Village where park visitors can come and “play” the building like a musical instrument.•Facebook & mobile apps•100 pieces of content across multiple platforms
• Facebook game similar to “Six Degrees of Separation from Kevin Bacon.”
• This interactive game helps fans answer the question “How Olympic Are You?” by determining how connected they are to U.S. Olympic team athletes.
• Also U.K version.• Olympic Torch Relay Route. At each
event, there is a 20-minute performance on stage followed by pyrotechnics during which the crowd is encouraged to give a “Big Cheer.”
• Samsung is capturing photos of the crowd during the cheer and providing the photo online so fans can go on and tag themselves.
• Samsung’s campaign is predominately composed of social media and mobile elements.
Key success factors
• Every medium tells a part of the story, so the campaign’s impact is amplified by word-of-mouth
• A show, a piece of entertainment… adapted into different forms, even with ‘behind the scenes’ footage
CASE: SONY BRAVIA ‘BALLS’
Key results:
• Business:– High impact on sales– Share has risen of more than +40%
• Word-of-mouth:– Several million views online– + 650,000 mentions on blogs etc.
• Cannes: Gold Lion
CASE: SONY BRAVIA ‘BALLS’
Rather than SAY something, DO something for the consumer
Make your brand a content provider…ENTERTAIN the consumer
Be part of the conversation, give the consumer a reason to SPEAK ABOUT or USE
your brand
Key success factors
• Perfect example of branded utility
• Excellent channel approach, cfr. ‘Run London’
CASE: NIKE PLUS
« Nike+ has reinvented running as a fun, social, digital-enhanced
sport »
Key results:
• + 450,000 kits sold during the 1st three months
• + 15 millions KM during the 1st year
• Cannes: Titanium Lion and Cyber Grand Prix
CASE: NIKE PLUS
CASE: DOVE EVOLUTION
Key results:
• + 10 million views on YouTube, also with a famous parody
• Cannes: Grand Prix Film and Cyber Grand Prix (!)
CASE: DOVE EVOLUTION
Group work 4: TM Business ModelPart 1•Find an interesting startup and breakdown what you think they're biz model is. Try to find startups working in the TM or interactive storytelling space.
Part 2•Critically evaluate the BM from part 1.
Part 3•Use your analysis to prepare your TM project’s BM.•Prepare:
– List of platforms you are going to use
– Platform release strategy/ies
– Prepare a time line for platform release
– List of finance & funding strategies
Group work 4: TM Business ModelDEADLINES
Part 1•due next Friday, blog post+ comments•Part 2•due next Friday, blog post+ comments•Part 3•Ongoing, post as you finish each part•Make sure to comment on 2 groups BM
