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TRANSMEDIA STORYTELLING: SOCIAL MEDIA AND THE NEW INTEGRATED CAMPAIGN

Transmedia for PR 4415

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Page 1: Transmedia for PR 4415

TRANSMEDIA STORYTELLING: SOCIAL

MEDIA AND THE NEW INTEGRATED CAMPAIGN

Page 2: Transmedia for PR 4415

What if you could Push interactivity beyond clicking, viewing,

posting and chatting to an immersive experience?

“Live” in the world of the brand?

Interact with characters from TV and movies?

Solve real world problems with a likeminded, cooperative community?

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PR: Leveraging Social Media From “sharable

media” to “drillable media”

Keeping stories alive longer

- Steve Rubel, Edelman

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Storytelling

“What we do isn't new; it's timeless. Telling stories is one of mankind’s most enduring traditions, and our increased connectedness has only made spreading them faster, more pervasive, and more effective.”

--Campfire NYC

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Transmedia

Integration of Ad, PR, Mktg, Entertainment, and Games

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Transmedia Storytelling “Transmedia storytelling

represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.”

Story is told across multiple platforms

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In a World… Based not on

individual characters or specific plots but rather complex fictional worlds which can sustain multiple interrelated characters and their stories.

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Extensions may serve a variety of different functions Fill gaps in time between

productions

Provide insight into the characters and their motivations.

Flesh out aspects of the fictional world.

Bridge between events depicted in a series of sequels

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Twin Peaks: Pre-Internet

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Changes in Media Use, Producers & Consumers Fan fiction

Interactivity

Ownership, participatory culture

User-generated content

Fan communities

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Increase in gaming, changes in gamersFarmville

“My online life IS my real life!”

More gamers: More immersive storytelling

Gamers

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TM: ideal aesthetic form for an era of collective intelligence.

Pierre Levy: collective intelligence New social structures that enable the production and circulation

of knowledge within a networked society.

Participants pool information and tap each others expertise as they work together to solve problems.

Functions as a cultural attractor, drawing together like-minded individuals to form new knowledge communities.

Transmedia narratives function as textual activators - setting into motion the production, assessment, and archiving information.

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The Blair Witch TM Explosion

Had tons of footage

Mythology and back story

Utilized the Internet in a new way

Purposefully deceptive (DEAD Actors?)

“Hacking” reality

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Transmedia in the Field CampfireNYC 42 Entertainment

True Blood Game of Thrones

From the “fringe” to traditional firms

HIMYM

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Beyond video/Product

Immersive Experience

Combined promotional, marketing efforts

ARGs: Transmedia Storytelling

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Audi: The Art of the Heist

Blurring the lines between reality and fiction– when is it too much? Deceptive?

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Ancillary or essential to the storyline?

NIN Year Zero

Lost Experience

ARGs: Art, Game or Promotion?