Transmedia can take many different forms and can require highly varying budgets, some of which are unattainable to smaller brands and many creative projects. In this session, we will be exploring some grassroots transmedia initiatives for brand and storytelling properties, what we have learnt from them and what has made them successful. Our goal is to explore how we can all build digital and transmedia elements into our properties, no matter the budget that we are working with, by looking for creative solutions, learning to recognize the pitfalls, identifying which areas to place value, and understanding how to find and build audience. We will explore questions like, where to start, what to consider, and what makes one project successful in the digital / transmedia space where another fails (no matter the budget)?
Influencing policy (training slides from Fast Track Impact)
Bringing brands & stories to life through transmedia creativity
1. Bringing Brands & Stories to Life
Through Transmedia Creativity
A Talk by @EricaHargreave
2. Transmedia can be fun, thought-provoking &
inspiring, but it doesn't have to be expensive.
With vision, clear goals, creativity &
hard work it can be managed on
budgets of all sizes.
3. @EricaHargreave
Now
Digital / Transmedia
Storyteller & Strategist
University & College
Instructor
Mainstream Media Writer
Then
Creative Producer
TV Star
Scientist
Provoking Thought, Inspiring the Imagination
& Bringing Stories to Life
9. Our Goals for Emme
In Business
To build Emme as her own author;
To experiment in the digital space;
On the Personal Side
To empower women;
Champion the arts & charitable initiatives;
Get people thinking & laughing.
10. What We Learned From Emme
Men need just as much empowerment as women;
Adults need a silly outlet that makes them laugh;
Brands, TV series, web series & magazines were
approaching us to be a part of Emme's stories;
People buy stuff that Emme talks about;
Emme has commercial value, because she has a
relationship with her audience & they trust her.
11. Owning Emme's Mistakes
We all make mistakes in
life & Emme is no
different with both the
wardrobe choice &
behaviour here.
Acknowledge them,
Learn from them,
Apologize when
necessary, and
Move forward.
21. “Thank you so much for the documentation of your
travels! I just randomly stumbled upon your page.
My husband is from Upper Egypt (8 hours south of
Cairo) and currently we are living here in the
United States. He is dying to go back to visit his
family and for them to meet me (and or course
vice versa), but I have been hesitant due to the
media’s portrayal of the “chaotic and dangerous
Egypt.” Your blog was so refreshing and has
played a huge role in convincing me to not be
afraid and experience visiting Egypt. Thank you!”
~ Kim
23. Shawn & Shawnee Rockett:
A Character Case Study in Disseminating Research
In order to share the research in
a large pdf on how Canadian
Youth were using web,
mobile & accessing their
entertainment, the Shaw
Rocket funded created two
young producers intent
sharing the research through
social networks & on
engaging the Canadian Film
& Television Industry in
debate around the future of
media.
24. Dust Up TV:
An Example in the Importance Of Audience Building
What's a TV Show to do with a
limited budget & marketing
support, a short window &
one of the worst air times of
the year?
Target their budget at some
intensive digital audience
building, so much so that the
morning after the Premiere,
rumour has it the powers
that be are drinking
champagne out of their
shoes.
From the TV Series Dust Up
26. Pitfalls to Avoid:
Ego & Disrespect for Audience
A marketing company invented
this character, Gaston, during
Vancouver 2010, & although
they succeeded in attracting a
lot of immediate attention,
they so at the expensive of
the general public, took credit
for others accomplishments &
began spamming their
audience once the Games
was done. As a result, they
lost their audience & no
longer exist.
27. Pitfalls to Avoid:
Know Your Audience
If you have created a
web series for
tweens, then target
them not their
parents. Find out
what makes them
tick, where they hang
out online & create
content that will
engage them.
From the Web Series, Ruby Skye PI