Presentation at American Psychological Association National Convention 2012.

1. TRANSMEDIA STORYTELLING
Creating Engagement and Meaning for
Organizations, Brands, Education, and
Practice
Pamela Rutledge, PhD, MBA
@pamelarutledge
2012 APA Annual Convention, Orlando, Florida
August 2, 2012 #apatransmedia

2. Pamela Rutledge, PhD, MBA
• Director, Media Psychology Research Center
• Faculty, Massachusetts School of Professional
Psychology and Instructor, UCIrvine Extension
• Blogger, Psychology Today, Positively Media
• Consultant & speaker: Transmedia storytelling for
brands, visual and data design, interactive design
for optimal engagement, social impact of
technology
ORGANIZATIONS & BRANDS

3. 25% WATCH TV ONLINE

4. 1 IN 4 USE YOUTUBE

5. 53% USERS PLAY GAMES

6. 90 MILLION IPADS BY 2015

7. 69% MULTI-TASK MEDIA

8. 2009: 300 MILLION
2011: 10 BILLION
http://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/

9. Mass Media Model: One to Many
ONE TO MANY

10. Network Model: Many to Many
MANY TO MANY

11. IT’S A WHOLE NEW WORLD

12. WHAT IS IT?
WHAT
• STORY
• Unfolds across platforms
• Each piece adds something
unique and valuable
• Motivates user to find others
Henry Jenkins
• USERS Convergence Culture
• Join at different places
• Participate and contribute
content

13. SO WHAT
Transmedia content doesn’t promote a product: it
becomes part of the product
•It starts with the story, not the brand or product
•The brand becomes part of the story’s universe
•The audience is transported into the universe by the
story
•The audience connects with the brand as a participant
and a co-creator

14. WHY
Persuasion
Audience Connection
Financial Impact

15. ANCIENT PRACTICE

16. ANCIENT PRACTICE
NEW TECHNOLOGY

17. 3 ACT STRUCTURE
2 n Conflict
Fa
tio
llin
Ac
1 g
3
g
Ac
sin
tio
Ri
n
Exposition Denouement/Resolve

18. Traditional Story Path
TRADITIONAL STORY PATH

19. Transmedia Content
TRANSMEDIA CONTENT

20. Transmedia Content
MULTIPLE PATHS

21. Case Study: The Three Little Pigs
CASE STUDY: 3 PIGS
Wolf: Website
Pig 1: Website
Wolf: Ning Network
Pig 1: Anime for Team Wolf
Super Pig
Main Story Anchor: Novel Sequels
Pig 2: Twitter Pig 3: Cooking Pig 3:
Dialogue Blog Cookbook
Pig 3: YouTube
Pig 3: Fan Page
Videos
Full description at http://athinklab.com/transmedia-storytelling/case-study-example-the-three-little-pigs/

22. Will Barbie Take Ken Back?
CASE STUDY: KEN & BARBIE

24. CASE STUDY: HAPPINESS

25. CASE STUDY: CELIA & CHLOE

26. CASE STUDY: JAY-Z

27. CASE STUDY: TOMS

29. NOW WHAT ?
• Branding and Marketing
SO WHAT ?
• Non-Profits
• Advocacy Campaigns
• Education
• Corporate Training
#apatransmedia

30. Overview
OVERVIEW
• Transmedia storytelling is a way of looking at the
world with a 360 degree view
• Stories allow the message to be heard and
experienced
• Emotional engagement at multiple levels and to
a wider audience
• Creates audience investment through
participation and co-creation

31. Key Factors
KEY FACTORS
• Emotional engagement
– Core story with universal metaphors
– Opportunities for empathy & narrative transportation
– Clear protagonist and conflict
– Defined world values and rules
• Cognitive engagement
– Coherent meta-narrative
– Media pieces additive and consistent to story
– Designed gaps, mysteries, and narrative spaces
• Social engagement
– Design for participation and sharing
– Enable social validation and identity
• Technology is only a tool
• Respect the audience

32. QUESTIONS?

33. TRANSMEDIA STORYTELLING
Pamela Rutledge, PhD, MBA
pamelarutledge@gmail.com
#apatransmedia
THANK YOU